How did KNKV Group Generate 12 Million Views for Jasmine’s Raya Campaign with Malaysia’s First Musical Recipe Series?

Every Ramadan, Malaysian consumers are flooded with recipe videos on social media. From quick cooking tutorials to celebrity chef collaborations, almost every food brand competes for the same audience using a similar content format.

The challenge for brands is simple: how do you stand out when everyone is producing the same type of content?

That was exactly the challenge faced by Jasmine, one of Malaysia’s leading rice brands, when they approached KNKV Group for their 2024 Ramadan campaign.

Rather than producing another conventional recipe series, our team asked a different question: What if cooking itself became entertainment?

The Challenge

Jasmine wanted to increase brand awareness and keep audiences engaged throughout the month of Ramadan. Like many food brands, they understood that recipe content naturally performs well during the fasting month.

However, there was one major problem.

Traditional recipe videos had become highly saturated. Every day, consumers were scrolling past countless cooking tutorials that looked and felt almost identical. Even though the recipes were different, the viewing experience remained largely the same.

Simply producing another recipe video would not be enough.

The campaign needed something audiences had never seen before.

The Big Idea: Dapur Irama

KNKV Group developed a completely original campaign concept called Dapur Irama. Instead of creating a standard cooking show, we transformed every recipe into a musical performance.

The campaign featured:

•  30 original recipes
• 30 original songs
•  30 music videos
•  One new episode released every day throughout Ramadan

Each episode featured a couple singing while preparing that day’s recipe. Rather than presenting ingredients through traditional narration, the cooking process became part of the song itself.

Every recipe naturally incorporated Jasmine products, including Jasmine rice, coconut milk and other relevant ingredients, allowing the brand to be integrated organically into the story instead of appearing as forced advertising.

The result was content that was educational, entertaining and highly memorable.

Breaking Away from Conventional Recipe Content

At the time, many successful creators were producing recipe videos using a straightforward demonstration format.

While those videos were effective, KNKV Group believed Jasmine needed a campaign with its own unique identity.

Instead of following existing trends, we combined multiple creative elements into a single content experience:

•  Cooking
• Original music
• Storytelling
•  Entertainment
•  Brand integration

The objective wasn’t simply to teach viewers how to cook. It was to give them a reason to come back every single day to watch the next episode.

A Campaign Beyond Video Production

Creating 30 music videos was only one part of the strategy. To maximize excitement before Ramadan, KNKV Group also developed a complete content rollout plan.

Leading up to the campaign launch, teaser videos and countdown content were published to build anticipation. Audiences were reminded that something different was coming, creating curiosity even before the first episode aired.

Once Ramadan began, each episode was released according to a carefully planned publishing schedule, encouraging audiences to return daily for the next recipe and performance.

This consistency helped build momentum throughout the entire month.

Collaborating with the Right Talents

Choosing the right talents was equally important. Instead of hiring unknown actors, KNKV Group collaborated with culinary personalities who already had strong followings on social media.

The decision was strategic.

These creators had built trust with their audiences, particularly among people who actively searched for cooking content during Ramadan.

Their involvement allowed Jasmine to reach not only its own followers but also the audiences of the featured talents.

The campaign was published across Facebook, Instagram and TikTok, with collaborative posting strategies that expanded organic reach across multiple platforms simultaneously.

Behind the Scenes

While audiences only saw a few minutes of content each day, producing Dapur Irama required extensive planning.

The KNKV Group team handled:

•  Campaign ideation
• Creative strategy
•  Recipe development
•  Scriptwriting
•  Original song production
• Video production
•  Editing
• Content scheduling
•  Client approval coordination

Every episode was carefully reviewed before publication to ensure it aligned with Jasmine’s brand identity while maintaining a fresh and entertaining viewing experience.

Producing 30 unique episodes within a single Ramadan campaign required careful coordination between creative, production and marketing teams.

The Results

The campaign exceeded expectations. Within just 30 days, Dapur Irama generated more than 12 million views across its published content.

Beyond the impressive view count, the campaign successfully increased brand awareness, generated consistent audience engagement throughout Ramadan and established Jasmine as a brand willing to innovate rather than follow industry norms.

The campaign demonstrated that audiences respond positively to original ideas that combine entertainment with meaningful brand storytelling.

National Media Recognition

The success of Dapur Irama extended beyond social media. The campaign attracted attention from newspapers and media outlets, where it was recognized as the first musical recipe series of its kind in Malaysia.

This recognition reinforced an important lesson for marketers:

When a campaign introduces something genuinely new, it doesn’t just earn views but it creates conversations.

The Marketing Lesson

Many brands assume success comes from producing more content. In reality, success often comes from producing different content.

Consumers may forget another recipe video, but they remember experiences that surprise, entertain and make them feel something.

By reimagining how recipe content could be presented, Jasmine’s Ramadan campaign became more than a collection of cooking videos. It became a daily entertainment series that audiences looked forward to throughout the fasting month.

Why Strategy Always Comes First?

At KNKV Group, we believe every successful campaign starts with understanding the brand, the audience and the objective.

No two businesses are the same. Some brands need greater awareness. Others want to increase engagement, generate leads, launch a new product or improve sales performance.

That’s why we don’t believe in one-size-fits-all marketing. Every campaign we develop is tailored to the client’s goals, industry, audience and current market position.

The success of Dapur Irama is a reminder that great marketing isn’t always about having the biggest budget, it’s about having the right idea, executed with the right strategy.

If you’re looking to create a campaign that captures attention, builds meaningful engagement and gives people a reason to remember your brand, KNKV Group is ready to help transform your next marketing idea into something people won’t forget.