Since 1999, Kara has provided Malaysians with cholesterol-free and preservative-free coconut cream, playing a key role in both everyday and festive dishes. But we spotted the opportunity to move beyond product presence and become part of how Hari Raya is experienced across generations.
The challenge was to make Kara feel less like a cooking ingredient, and more like a shared cultural connector in a festivity defined by family, tradition and togetherness — both offline and across social feeds.
We made Kara part of the stories families already tell during Hari Raya. Instead of relying on traditional influencer content, we turned KOLs into storytellers who cooked alongside their real families — mothers, grandmothers and children — capturing authentic generational moments in the kitchen.
From there, creators reimagined heritage recipes, blending tradition with modern twists while still anchored in familiar family dishes. This made Hari Raya cooking feel both nostalgic and fresh, designed for sharing across social platforms.
To extend participation beyond content, we introduced a dance challenge and RM350K giveaway, transforming the campaign into something people could actively join and celebrate. What emerged was not just seasonal content, but a cultural rhythm — Kara became part of how Hari Raya was cooked, shared and experienced across generations and screens.
