Proton premiered the latest instalment of its Hari Raya short film series at a special buka puasa event, marking the second consecutive year of collaboration with Elite Definition Sdn Bhd, the exclusive distributor of Little Joe Air Freshener in Malaysia.
The 2025 edition features the Proton e.MAS 7, the brand’s latest C-segment electric SUV, showcases its standout features that have made it Malaysia’s best-selling EV for the first two months of the year. With a runtime of nearly 27 minutes, the film explores themes of family, forgiveness, and communication—core elements of Hari Raya traditions. Directed by Pekin Ibrahim, the production stars Que Haidar, Azwan Ali, and Fatimah Abu Bakar, bringing an emotional narrative to life.
Proton’s Deputy Chief Executive Officer Roslan Abdullah highlighted the success of last year’s Hari Raya short film, which garnered 5.2 million views across social media. Encouraged by the overwhelming response, the company decided to produce another film that integrates cultural values with the introduction of its first electric vehicle, the Proton e.MAS 7.
