Introduction

Ogilvy Malaysia has unveiled an exciting new campaign in collaboration with Enchanteur and Scentify, titled ‘Raya Ini, Kucing Bukan Bintang Utama’ (Your Cat Is Not the Star This Raya). Launched on March 1st, 2025, this initiative aims to boost sales across both brands by emphasizing the importance of home and personal fragrances in creating a memorable Raya celebration, especially in households with feline companions.

Campaign Overview

Running throughout the Raya season, this campaign specifically targets women across Malaysia, drawing attention to how scents improve festive gatherings. The core message revolves around helping cat owners reclaim their homes from pet odors, ensuring their spaces are welcoming and leave a lasting positive impression during festivities. Accompanied by a vibrant Raya-themed film and engaging point-of-sale promotional materials, the campaign will reach its peak with a unique Raya Open House event at a popular cat café.

The Film and Storyline

The film features Pierre, an elegant feline who, year after year, relishes being the spotlight during Raya celebrations. This year, however, things take an entertaining twist as the pleasant aromas of new long-lasting fragrances fill the home. As Pierre embarks on a journey through the exhilarating scents, he witnesses the transformation of his once-pet-dominated domain into an inviting atmosphere for all family and friends. Initially upset by the change in focus, Pierre learns that there's space for everyone in the home during Raya, exemplifying the true spirit of the celebration.

Innovation in Narrative

This campaign cleverly subverts traditional narratives that often use cats for humor or cuteness in festive advertisements. Instead, Ogilvy Malaysia chose to highlight a genuine insight — the struggle of cat owners to maintain freshness in their homes amid the playful chaos of their pets. This isn’t merely a comedic tale; it addresses a real challenge while delivering a significant brand message.

Product Integration

This year, the product plays a pivotal role rather than serving as a mere backdrop. Pierre's realization that his home is becoming more sophisticated and refreshed directly reflects the transformative power of Enchanteur and Scentify's offerings. The narrative seamlessly intertwines with the fragrance products at the forefront, making them the catalyst for positive change within households.

Creative Insights and Research

Our goal with this campaign was to create a narrative that only we could tell,” said Jaz Lee, Executive Creative Director at Ogilvy Malaysia. “By making scent the focal point of the story, we demonstrate that a captivating product can indeed drive an emotionally resonant narrative.”

Consumer Insights

This campaign showcases the ability of Ogilvy to connect brands meaningfully, backed by authentic consumer insights. To achieve this, Enchanteur and Scentify collaborated with Ogilvy to conduct in-depth interviews with 20 families from the B40 economic group. This research revealed the silent embarrassment many cat owners feel about pet odors—an issue that has largely been overlooked by competitors in the market.

Conclusion and Impact

As Saki Goh, Senior General Manager of Marketing at Enchanteur Malaysia, stated, “As Malaysians, our love for cats is undeniable; however, pet odors can be a significant hindrance during Raya festivities. This campaign aims to alleviate that unspoken worry, allowing everyone to feel confident when hosting guests. With just one spray, you can impress—making fragrance an essential part of your Raya celebration. This year, let your scent shine, rather than letting your cat steal the show!”

Ogilvy Malaysia's fresh approach not only brings attention to the brands involved but also addresses a common pet-owner dilemma, all while enhancing the festive experience for families across the nation. The campaign promises not just a delightful story, but a significant shift in how cat owners enjoy their homes during one of the most important celebrations of the year.