Rendang Nasib for Raya by ABIQ M & C
The Vision & Goal
ABIQ M & C sought a heartfelt Raya TVC to inspire family reconciliation and encourage loved ones living far away to reunite for the festive celebrations, emphasizing food's power to connect.
Our
Creative
Concept
Our core concept centered on Rendang Nasib, a traditional Negeri Sembilan dish. Symbolizing resilience and luck (“Nasib”), its history of resourcefulness captured the enduring spirit of family. This dish became our poignant metaphor for hope, reconciliation, and the deep, shared memories of home.
The Story Unfolds
The TVC tells Sekimah’s emotional story: a mother battling dementia, whose happiest memories revolve around cooking Rendang Nasib. After a family rift, the dish becomes the powerful catalyst, drawing her estranged son back home. It’s a touching tale of love, memory, and the unique way food bridges divides.
Crafting the
Experience
Impact & Resonance
The "Rendang Nasib" TVC resonated deeply with audiences, a powerful reminder of family bonds and the healing power of shared meals during Raya. It effectively inspired viewers to cherish connections, reinforcing cultural values and the enduring warmth of home.
