Sunquick and Havas Malaysia Celebrate “Air Tangan Mak” In Ramadan & Raya Campaign

Why It Matters

The culturally tuned activation strengthens Sunquick’s relevance during the region’s most lucrative beverage season, driving trial and loyalty among festive shoppers.

Key Takeaways

• Sunquick partners Havas Malaysia for Ramadan Raya campaign
• Campaign centers on “air tangan mak” cultural concept
• Shows beverage as drink and dessert ingredient
• Uses slice‑of‑life storytelling to connect with families
• Aims to deepen brand relevance during festive gatherings

Pulse Analysis

Ramadan and Hari Raya Aidilfitri are the two biggest seasonal peaks for food and beverage sales in Malaysia. During the fast‑breaking (iftar) and the subsequent open‑house celebrations, families gravitate toward drinks that are both refreshing and easy to share. Sunquick, a long‑standing fruit‑juice brand, has leveraged this habit for decades, positioning its product as a staple on festive tables. Market data shows a 30‑40 % uplift in beverage consumption during these weeks, making the period a critical revenue driver for FMCG players.

The new campaign, crafted by Havas Malaysia, taps the Malay saying “air tangan mak”, which translates to a mother’s caring touch. By framing Sunquick as the liquid embodiment of that warmth, the film weaves everyday moments—breaking fast, sharing desserts, and visiting relatives—into a cohesive narrative. The dual‑use visual, showing the drink poured over ice and later incorporated into traditional sweets, underscores product versatility. Such culturally resonant storytelling aligns with a broader shift toward hyper‑local advertising, where brands embed themselves in the rituals that define a community’s identity.

From a business perspective, the timing is strategic. Ramadan‑era promotions typically generate a 15‑20 % lift in brand trial, while Raya‑focused campaigns reinforce loyalty among existing consumers. By positioning Sunquick both as a beverage and a cooking ingredient, the brand expands its usage occasions, potentially increasing average basket size. Moreover, the partnership with a reputable agency like Havas signals a commitment to creative excellence, which can attract premium retail shelf space and media spend. If the campaign resonates as intended, Sunquick could see double‑digit sales growth and set a template for culturally anchored marketing across the APAC region.