The challenge
For a healthcare brand of IHH’s scale, Hari Raya communication carries real weight. The audience is national, the tradition is sacred, and the brand promise, Care. For Good., has to feel personal at scale.
Most festive healthcare films fall into one of two traps. Some are too clinical, built around hospitals without an emotional link to the season. Others are too generic, telling stories any brand could tell. For Raya 2026, IHH wanted a film built on a real Malaysian truth, told with quiet confidence.
At Raya, Malaysian families don’t count chairs. They just prepare more.
The strategy
The extra chair
Someone might drop by, come late, travel from far, or simply have nowhere else to be. Extra chairs, extra hati. That’s silaturahim: making space for connection before you know who is arriving.
We made that the heart of the film. An extra chair, set out by a family who don’t know who will sit in it, travels through the day across homes, communities and hospital shifts. IHH’s hospitals, like Malaysian families, make space for anyone who needs it.
How we made it
- Concept and scriptA single Malaysian insight, told without forcing the emotion
- Direction and cinematographyReal moments, real warmth, no festive clichés
- Multicultural castingHari Raya as Malaysians actually celebrate it
- Music and post-productionSupporting the story without overwhelming it
In motion
The film
The outcome
A quiet symbol of care
The film launched across IHH Healthcare Malaysia’s channels for Hari Raya: social media, internal communications and brand touchpoints through the festive season.
It spoke to something deeply Malaysian while staying unmistakably IHH. The extra chair became a quiet symbol of what care looks like in this country: making space for someone before you know they need it.
