The Experts: Embracing Ramadan and Spreading Joy with Mirinda

The Experts: Embracing Ramadan and Spreading Joy with Mirinda | Over the weekend, I attended an Iftar session hosted by the film cast and crew of 'The Experts' through a collaboration with Mirinda. 

The Experts - the first ever local heist action film of the year - has a great line up of Dato Aaron Aziz, Remy Ishak, Mimi Lana, Ray, Maya Karin, Tony Eusoff, Hasnul Rahmat and Jay Iswazir. 

The film's cast and crew came together to host the Iftar session, symbolizing the breaking of the fast, and to distribute 'duit raya' and special gifts to orphans and single mothers from Rumah Nur Hikmah.

This event, organized in collaboration with Mirinda, not only showcased the film's commitment to social responsibility but also served as the official introduction of the cast to the public. The presence of the film's directors, producers, and marketing partners further emphasized the film's values of giving and sharing, aligning closely with the spirit of Ramadan and the upcoming Eid festivities.

In addition to the cast, the event was also graced by the presence of the film's directors, Andre Chiew and Nazim Shah, as well as the producer of The Experts, Astro Shaw, co-producers, TGV Pictures and ZAK Capital, alongside the marketing partners of The Experts, Etika, Mirinda, Calpis Soda, Petron Malaysia and Sheraton Imperial Kuala Lumpur Hotel, BlackFlag Production. They were represented by the Director of Content Astro, Agnes Rozario; Executive Producer of The Experts, Raja Jastina Raja Arshad; Vice President of Marketing Etika, Amy Gan Siou Chin; CEO of TGV Pictures & TGV Cinemas, Mr. Tan Lay Han; Director of Sales & Marketing at Sheraton Imperial Kuala Lumpur Hotel, Shaidatul Nurfairuze, and producer and Head of BlackFlag Production, Joel Soh.  

Raja Jastina Raja Arshad, the Executive Producer of 'The Experts' and Vice President of Astro Shaw & Malay Nusantara Business, expressed the film's aim to spread the joy of Ramadan and shared blessings through the collaboration with Mirinda. The film's marketing campaign, which began in January, included the launch of an exclusive Eid advertisement, marking the first time a local film featured such an advertisement. This initiative resonates closely with the values of giving and sharing with loved ones, especially during the festive season.

Furthermore, the collaboration between Astro Shaw and Mirinda aims to ignite a spirit of joy and inspiration among Malaysians, fostering unity and cherishing moments shared with loved ones. The film's engagement with the audience through various marketing initiatives and the participation of the cast and crew in the event all contribute to the anticipation surrounding the release of "The Experts" in May.

Etika’s Vice President of Marketing, Amy Gan commented, "With the launch of our 'Riang Raya Bersama-sama Mirinda' 2024 campaign and as part of the promotional framework for the film 'The Experts', we aim to ignite a spirit of joy and inspiration among Malaysians, urging them to cherish every precious moment shared with their loved ones. Mirinda's has enriched gatherings and created lasting memories in Malaysian households for decades. It’s refreshing orange and strawberry flavours serve as a symbol of togetherness, fostering joyous connections among families. This collaboration underscores Mirinda's unwavering commitment to promoting memorable moments and strengthening family bonds, aligning seamlessly with our ethos of fostering joyous connections and exalting unit."  

Amy adds, “Through this collaboration, which features various other exciting activities, our goal is to spread joy and inspire Malaysians to cherish the moments they share with their loved ones. Together, let's embrace the spirit of 'kosong-kosong' and celebrate Ramadan and Raya with renewed positivity and unity, in line with the Mirinda ethos of fostering joyous connections and celebrating togetherness."

In addition to the film's release, fans can look forward to the exclusive Eid advertisement 'The Experts Selamatkan Raya Bersama Mirinda,' themed around the action and family dynamics of the film. The film will also join in the special Mirinda section at selected supermarkets and hypermarkets through 'The Experts X Mirinda Meet and Greet' initiative, offering fans and viewers the chance to win exciting prizes with the purchase of Mirinda drinks.

The Experts

"The Experts" tells the story of a group of siblings with expertise in robbery, who are forced to start afresh after a heist gone wrong. However, they are drawn back into the world of heists when one of them plans a risky theft, putting them in danger. The film, featuring a star-studded cast, is set to hit cinemas nationwide on May 23rd.

For the latest information about The Experts, follow Astro Shaw's social media accounts via Instagram, X, Facebook, TikTok, and YouTube.

To me, The Experts not only promises an action-packed and entertaining cinematic experience but also embodies the spirit of giving, sharing, and family dynamics, aligning closely with the values of Ramadan and the upcoming Eid festivities. The film's collaboration with Mirinda and the various marketing initiatives aim to engage the audience and spread joy, inspiring Malaysians to cherish the moments they share with their loved ones. With its compelling storyline and the heartwarming gestures of its cast and crew, The Experts is poised to make a significant impact in the local film industry.

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