As a Malaysian carmaker, Proton naturally gives extra attention to local festivals, adding to the celebrations. This year, the company has created another short film for Hari Raya which continues a theme that began in 2022 for Hari Raya, and are now familiar with fans of the brand and Malaysians in general.
The first film was based on an old Proton Hari Raya jingle while last year’s film featured the story of Sarjan Ismail Jaafar, the man credited with creating the name of the first Malaysian National Car as the company celebrated its 40th anniversary.
The 2024 storyline
For 2024, the storyline revolves around a more general theme regarding time spent with family, sacrifices being made as well as loss during the Hari Raya celebration. As always, there are meaningful messages for everyone to always appreciate what we have.
Proton S70 is the ‘star’
This time, it is the S70 which is also a ‘star’ and also shown as the amenities customers can find at Proton’s 3S/4S service centres around the country. The dealerships have evolved greatly since the early days when they were merely places with cars parked inside a shoplot and a workshop where owners left their cars and went off.
Today, Proton showrooms have a welcoming atmosphere and spacious viewing areas. Service centres have comfortable customer lounge with drinks and snacks and even free wifi. And for those who have to bring their kids along, there’s even an area for them to play safely.
Collaboration with Elite Definition
With a run time of nearly 22 minutes, the latest short film features popular Malaysian actors Shaheizy Sam, Sharifah Amani and Fauziah Ahmad Daud under the direction of local actor and director, Pekin Ibrahim. The 2024 edition was produced in collaboration with Elite Definition Sdn Bhd, the exclusive distributor for Little Joe Air Freshener in Malaysia.
Showing real-world situations
“The theme for our Hari Raya film this year is more universal and applies to real-world situations that many of us face on a daily basis. There is still a commercial angle with less obvious highlights for our products and services but as a whole, we believe viewers will have no doubt this is a Proton-based short film,” explained Roslan Abdullah (who also has a part in the film), CEO of Proton Edar, the company’s marketing arm.
“Proton decided to collaborate with Little Joe Air Fresheners to produce our Hari Raya short film this year following 2 years of doing it ourselves. It is also a natural extension to our current partnership where air fresheners are offered to aftersales customers and the company is developing a fragrance that is specific to Proton vehicles,” he added.
The 2024 Proton Hari Raya film can also be viewed at:
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