SAFI Empowers Young Women with Raya Scholarship Campaign - Branding in Asia

‘AI’-ing girls with the power to reinvent their future.
MBCS, the media-fuelled creative content agency within the IPG Mediabrands network, has partnered with halal personal care brand SAFI to launch a Raya campaign aimed at supporting young women in their pursuit of higher education.
Building on the launch of the Biasiswa Siswi SAFI scholarship last year, which provided RM 1 million in funding, the programme returns for its second year with continued emphasis on empowerment through education. This year, the initiative introduces an AI element, aligning with the increasing role of technology in how young people connect and apply.
To support the campaign, a brand film titled ‘Serlah Seri Diri’ (Unleash Your Inner Shine) was released. It follows a young woman named Seri as she navigates between personal dreams and external expectations. The narrative centers on a key message: every journey holds value, and staying true to oneself is what allows one’s inner light to shine.
“This story is about embracing your unique path and going after your dreams. We’ve all faced struggles in balancing expectations and figuring out what we truly want, making this message deeply personal,” said Jennifer Wee, Creative Director at MBCS.

“Through this campaign, we wanted to inspire young women to embrace their potential. Reminding them that the power to achieve their dreams lies within them, with SAFI as their steadfast companion supporting them every step of the way.”
“At SAFI, we are deeply committed to empowering the next generation to dream big and achieve their goals – it’s about inspiring confidence, igniting ambition, and standing alongside these incredible individuals as they turn their dreams into reality,” said Kazlina Mohd Kassim, SAFI Brand & Insights Specialist of Wipro Unza.
“Our first cohort of Biasiswi Siswi SAFI applicants last year was a big success, and we are excited to relaunch this aspirational opportunity and welcome new management trainees into the SAFI fold. It’s a privilege for us to play this role in nurturing their hopes and dreams.”
The campaign leverages AI technology to personalise engagement. Users can access the SAFI Serlah Seri Diri AI microsite to input their aspirations ahead of the scholarship application, creating custom videos that reflect their dreams.
Through the microsite, 50 winners stand a chance to win a ‘Rumah Seri’ pink dollhouse (as seen in the SAFI Raya brand film), a PR kit that contains SAFI products, each representing something for everyone in the household.
“We utilised powerful storytelling with an AI twist to replicate the vast dreams and choices that young women have today. This is the key to reaching Gen Z, a generation that lives and breathes technology,” added Jennifer Wee.
“The dollhouse is a universal representation of play, dreams, and imagination around the world. We used this to demonstrate the doors of opportunities available for young women through the SAFI scholarship. Each dream they have is unique, and this is their chance to reach for the opportunity.”