PROTON Releases 2024 Hari Raya Short Film
National carmaker PROTON revealed its Hari Raya short film for 2024 during a buka puasa event held with the media. This 2024 edition was produced in collaboration with Elite Definition Sdn Bhd, the exclusive distributor for Little Joe air freshener in Malaysia, and showcases the Proton S70, the company’s latest C-segment sedan, and highlights its 3S / 4S outlets that offer class-leading aftersales service.
With a runtime of nearly 22 minutes, the short film boasts a star-studded cast including popular Malaysian actors Shaheizy Sam, Sharifah Amani, and Fauziah Ahmad Daud, under the direction of local actor and director, Pekin Ibrahim. 
“PROTON decided to collaborate with Little Joe Air Fresheners to produce our Hari Raya short film this year following two years of doing it ourselves. It is also a natural extension to our current partnership where air fresheners are offered to after sales customers and the company is developing a fragrance that is specific to Proton vehicles,” said Roslan Abdullah, Chief Executive Officer, Proton Edar, who also has a speaking role in the short film.
The journey of the PROTON Hari Raya short film series began in 2022, with subsequent editions captivating audiences with their unique narratives. The first film drew inspiration from an old Proton Hari Raya jingle, evoking nostalgia among viewers, while last year’s installment delved into the story of Sarjan Ismail Jaafar, the man credited for the Proton Saga name, coinciding with the company’s 40th anniversary celebrations.
For 2024, the storyline takes a more universal approach, exploring themes of family bonding, sacrifices, and moments of loss during Hari Raya celebrations. Amidst the emotional narrative, subtle references are made to the features of the Proton S70 as well as the amenities available at Proton’s 3S / 4S service centres.
“The theme for our Hari Raya film this year is more universal and applies to real world situations that many of us face on a daily basis. There is still a commercial angle with less obvious highlights for our products and services but as a whole, we believe viewers will have no doubt this is a Proton based shirt film,” added Roslan Abdullah.
You can view the Proton Hari Raya short film at these links:
