Why Festive Advertising Still Reigns Supreme in Malaysia

Every year in Malaysia, festive advertising isn’t just another seasonal buzz — it’s a full-blown industry movement. With nearly a quarter of a billion Ringgit in annual advertising expenditure (AdEx) recorded during key festive periods, it’s no surprise that brands treat celebrations like Hari Raya, Chinese New Year, Merdeka, and Deepavali as peak marketing moments. It’s not just about selling — it’s about storytelling, sentiment, and cultural connection.

According to Nielsen and Kantar, almost 35% of total television AdEx is concentrated during festive periods. But here’s where it gets even more exciting — 70% of ad spend is now digital-first, with platforms like TikTok, Instagram, YouTube, and even OOH playing a central role. That means the modern brand campaign needs more than just a TVC; it needs a multi-platform storytelling strategy — and that’s where Sevenvault steps in.

1. Astro Leads the Way, But Integration is Key

Astro’s latest initiative to create a 24/7 Festive Brand Channel, including original short films, pop-up VOD catalogues, and audio storytelling across its radio network, offers brands a robust television and digital ecosystem. With branded content showcased through Astro Ria’s MeleTOP, Astro Awani, and HLive, brands can tap into a broad, engaged audience, ready to consume quality festive content. However, the key to maximising reach and ROI lies in one word: integration. At Sevenvault, we specialise in helping brands go beyond traditional ads and own the festive moment digitally — by blending cultural relevance with content that travels across platforms. Our work with influencers, KOLs, and creators ensures that your festive brand story doesn’t just air, but also goes viral.

2. Why Festive Season is a Creator Goldmine

Malaysians expect more than just a touching festive film — they want relatable content, behind-the-scenes fun, UGC challenges, and localized humor. The festive season is also when consumer anticipation is at its peak, making it the perfect time for brands to boost engagement, app downloads, or even drive in-store traffic. Through our campaigns, Sevenvault has helped clients like KFC, Spritzer, and NIVEA tap into festive consumer behavior by creating short-form content that complements long-form brand films. Think teaser Reels, TikTok storytelling, gamified giveaways, and UGC contests that drive real results — all fueled by Malaysia’s most influential creators.

3. Bridging TV-Led Festive Films with Digital-First Execution

While TVCs still hold nostalgic value during the festive season, today’s consumers don’t just watch — they scroll, swipe, and share. This shift means that even the most beautifully produced Raya or CNY film needs a digital rollout plan to reach its full potential.

So, What Can Brands Do Now?

With Deepavali approaching and also Christmas, the planning window is quickly closing. Whether you’ve locked in your brand film with Astro or are still developing your festive theme, now’s the time to think 360° content strategy — and that includes creator-led amplification. At Sevenvault, we don’t just manage social media — we craft end-to-end influencer marketing strategies that build anticipation, spark conversations, and most importantly, connect your brand to culture.