guardian Malaysia urges gifting wellness this Hari Raya with new campaign

guardian’s new Hari Raya campaign reframes festive gifting as an act of wellbeing, pairing a short film with nationwide discounts and local-brand activations. The Malay-language tagline, “Serlahkan peRAYAanmu dengan guardian,” sits under the brand platform “Own Your Beautiful,” which launched in Q4 2024, and the campaign film, titled “Seikhlas Pemberian, Seindah Lebaran,” follows Rina and her grandmother as simple, thoughtful wellness gifts quietly strengthen their bond.

Bernama, datelined KUALA LUMPUR, March 5, carried guardian’s announcement and published managing director Priscilla Wu’s appeal that Malaysians rethink festive presents: “Beyond duit Raya and festive dishes, we encourage Malaysians to give something that safeguards health and supports wellbeing, because the truest expression of love is ensuring our families remain protected and cared for.” Bernama also recorded Wu’s reminder of the company’s heritage: “For over 58 years, guardian has stood beside Malaysians as a trusted wellness advisor. Every thoughtfully chosen health or beauty gift becomes more than a product, it becomes a blessing that endures beyond the festivities.”

The campaign’s creative lead is FCB SHOUT, and Anna Ng, marketing director of guardian Malaysia, framed the effort as a seasonal extension of the broader brand strategy: “Hari Raya is more than just a celebration, it’s a time for renewal, reflection, and self-care. At guardian, we understand that looking and feeling one’s best is an important part of the festive preparations. That’s why ‘Serlahkan peRAYAanmu dengan guardian’ is a natural extension of our ‘Own Your Beautiful’ brand campaign, encouraging Malaysians to embrace self-care not just for the occasion, but as a continuous journey towards confidence and well-being. With guardian Malaysia’s extensive range of beauty, skincare, and wellness products, everyone can prepare for Raya in their own ways that go beyond the surface, whether it’s achieving glowing skin, a refreshed look, or simply feeling their healthiest.”

Promotions are concrete: Bernama reported up to 50 per cent discounts on over 7,500 products available across all stores nationwide and online, a breadth comparable to guardian’s 2023 “Guardian Raya Untuk Semua” promotion that offered similar discounts beginning 30 March 2023. The campaign also includes a retail partnership with local fashion label Fiziwoo; Mousemommytreats noted that Fiziwoo will be gifting exclusive Raya items on top of guardian exclusive products for shopper purchases worth over RM150.

Charitable activity has featured alongside guardian’s promotions in past Ramadans. Rollwithcarol recorded a Ramadan initiative in which, for every one litre bottle of bath care product sold, guardian would donate RM0.15sen to a fund to buy bath care products for underprivileged Malaysian children. Campaign materials reiterate guardian’s emphasis on supporting homegrown brands under a #loveforlocal push that has been active for the past year.

The film closes with a direct line about what the brand sees as the most meaningful Raya gifts: good health, love and sincere prayer, and is available on YouTube and guardian’s social channels. Social handles and hashtags circulated with the campaign include YouTube @guardian MY, TikTok @guardianMY, Telegram @guardianMY and XHS @guardianMY, along with #SerlahkanPerayaanmu, #guardianRaya2025, #MYguardian, #guardianOnline, #guardiancares, #Jomguardian and #OwnYourBeautiful.

For shoppers seeking a thoughtful alternative to traditional duit Raya, guardian’s mix of deep discounts across a wide SKU range, a narrative film centred on intergenerational care, and a RM150 threshold tie-in with Fiziwoo offers a clear, actionable formula: make wellness the gift, and let price and presentation reinforce its lasting value.