PSA / TikTok: #RayaNiSayaRindu

Lion & Lion launched the #RayaNiSayaRindu initiative on Tiktok to extend the Eid al-Fitr festivities with foreign workers in Malaysia, and their loved ones in their respective home countries. In line with Lion & Lion's tagline of being 'Made To Impact', the creatively-driven, digital-first agency had tall ambitions to act on their belief that everyone should be able to celebrate Eid – regardless of their nationality, culture and status. The #RayaNiSayaRindu campaign was launched on TikTok on 1 May 2022 with a series of nine emotional stories told in Bahasa Indonesia, Urdu and Bengali - the most common languages spoken by foreigh workers in Malaysia. Based on local insights, the emotional stories hinged on the people, rituals and practices foreign workers missed the most as they celebrated Eid in Malaysia. Each emotional story drove users to the @RayaNiSayaRindu account on TikTok.