Advertising Marketing
19 Mac 2026
How SJPP turned a chicken dish mishap into a Raya moment of friendship
Syarikat Jaminan Pembiayaan Perniagaan (SJPP), a company under the Ministry of Finance Malaysia (MOF), has rolled out its 2026 Raya campaign with its first-ever festive film, “Fenomena Ramadan”, ('Ramadan phenomenon'), as it looks to reposition its communications through storytelling.
Developed with SPIN Communications, the film draws on a familiar seasonal pattern in Malaysia, where small businesses emerge during Ramadan to meet heightened demand, before tapering off once the festive period ends.
Titled “Fenomena Ramadan”, the three-minute film follows three friends, Mira, Sofia and Emma, as they turn their shared entrepreneurial ambitions into reality. As the business grows, creative differences begin to surface, leading the trio down separate paths. An unexpected turn of events eventually reunites them, reinforcing themes of perseverance, rezeki (livelihood) and the strength of silaturahim (friendship).
The film opens with the trio hosting a livestream, where a viewer asks if new menu items are in the pipeline. While one is keen to experiment, Mira pushes back, arguing against changing what already works. The disagreement escalates, leading them to part ways and set up rival stalls side by side, one offering matcha fried chicken, the other a strawberry drink.
As customers grow frustrated with having to queue twice, the cracks begin to show. The long hours and duplicated effort take a toll, and tensions flare again when Mira pokes fun at the strawberry drink, sparking another argument.
In the midst of the chaos, however, strawberry syrup is accidentally spilled onto the fried chicken, resulting in an unexpected creation, ayam (chicken) matcha berry. The unusual dish quickly gains attention, with influencers praising the combination, prompting the trio to reunite and relaunch as a single stall.
The film closes with the friends setting their sights on expanding the business with a bank loan to launch a food truck, ending on a celebratory Raya note.
According to SJPP, the campaign marks a strategic shift away from product-led messaging towards more emotional storytelling, in a bid to better connect with aspiring entrepreneurs and humanise its role in supporting businesses. The move comes as Malaysia enters what SJPP describes as a high-growth phase following the Budget 2026 announcement, which saw its guarantee limit increased to RM30 billion. Despite this, the organisation noted that awareness of available financing support remains limited among businesses.
Produced in collaboration with Minerva Productions and local food influencer Soya Belacan, the campaign highlights the challenges and ambitions of young entrepreneurs looking to scale beyond seasonal demand, with support from SJPP. The broader campaign will run across a digital-first ecosystem, including the hero film, influencer-led activations and a series of short-form content across SJPP’s social media platforms.
“In the marketing world, we often talk about ‘brand trust’. This Raya, we’re shining a light on the ‘silent partner’ behind your favourite local businesses," said Chit Quah, managing director of SPIN Communications. He added, "For SJPP, trust is when a business owner leaves the bank with confidence – knowing that he or she has a government-backed guarantee, even without traditional collateral."
The focus on emotional storytelling also reflects a broader trend in this year’s festive campaigns, with brands increasingly leaning into themes of unity, friendship and shared experiences rather than purely promotional messaging.
(Web Source: https://www.marketing-interactive.com/how-sjpp-turned-a-chicken-dish-mishap-into-a-raya-moment-of-friendship)