Sentiasa Bersama
Client
IHH Healthcare Malaysia
Industry
Healthcare
Engagement
Concept · scripting · production · post-production
The challenge
For a healthcare brand of IHH’s scale, Hari Raya communications carry a particular weight. The audience is national. The tradition is sacred. And the brand — Care. For Good. — has to show up in a way that feels personal at scale, rooted in Malaysian culture, and genuinely connected to what IHH does every day.
Most healthcare festive films fall into one of two traps. Some lean too clinical, framing the brand around hospitals and patient care without earning an emotional connection to the season. Others lean too generic, telling festive stories that any brand could have told.
For Hari Raya 2026, IHH wanted something different. A film built on a real Malaysian cultural truth, told with quiet confidence, that connected the spirit of the season to the everyday meaning of care.
The strategy
We started with something every Malaysian recognises but few brands have ever made the centre of a story: the extra chair.
At Raya — and at every rumah terbuka — Malaysian families don’t count chairs. They just prepare more. Someone might drop by, come late, travel from far, or simply have nowhere else to be. Extra chairs = extra hati. That’s silaturahim — the act of making space for connection before you even know who’s arriving.
We made that the heart of the film. An extra chair set out by a family, unaware who will sit in it — travelling through the day across homes, communities, and hospital shifts. IHH’s hospitals, like Malaysian families, make space for anyone who needs it. The film shows both as expressions of the same instinct.
From there, we built the production around the story:
- Concept and script — a single Malaysian insight, told without forcing the emotion
- Direction and cinematography — real moments, real warmth, no festive clichés
- Multicultural casting — reflecting Malaysian Hari Raya as it actually is
- Music and post-production — supporting the story without overwhelming it
The outcome
The film launched across IHH Healthcare Malaysia’s channels for Hari Raya — social media, internal communications, and brand touchpoints through the festive season.
For a healthcare brand of IHH’s scale, the film achieved what a great festive film should: it spoke to something deeply, recognisably Malaysian, while staying unmistakably IHH. The extra chair became more than a prop. It became a quiet symbol of what care actually looks like in this country — making space for someone before you even know they need it.
Most importantly, the film did the harder thing a healthcare brand film can do at this moment of the year: it earned its emotion honestly, without claiming more than it should, and connected IHH’s everyday promise — Care. For Good. — to one of the most meaningful days in the Malaysian calendar.