Wan Jamila showing off the Hari Raya packets made from her painting exclusively for the ‘Syawal di Hati, Kenangan Abadi’ campaign.
THE movement control order during the Covid-19 pandemic kept families and loved ones apart, preventing reunions even during festive seasons.
During that time, award-winning Malaysian artist Wan Jamila Wan Shaiful Bahri, also known as Artjamila, had captured this sense of longing for togetherness in a painting depicting Hari Raya Aidilfitri celebrations in a traditional Malay village.
Her creation featured symbolic elements associated with the festival, including Malay stilt houses, mosque, ketupat (rice cake), lemang (glutinous rice cooked in bamboo) and scenes of merriment.
The painting, produced in 2020, can now be seen on limited-edition Hari Raya Aidilfitri packets, thanks to a collaboration between Wan Jamila, who is on the autism spectrum, and retail pharmacy chain Caring Pharmacy through its “Syawal di Hati, Kenangan Abadi” campaign.
Flanking the painting turned into Hari Raya packets are Noor Sa’adah (left) and Wan Jamila, with Wong to the artist’s left, alongside Caring Pharmacy and Artjamila Gallery and Museum staff in Shah Alam. — Photos: RAJA FAISAL HISHAN/The Star
Speaking at the launch of the campaign at Artjamila Gallery and Museum in Shah Alam, Selangor, gallery manager Noor Sa’adah Mohd Noordin, who is also Wan Jamila’s aunt, said the campaign helped to raise awareness among the public about the community of people with autism.
“I am proud to see Wan Jamila being selected as one of Caring Pharmacy’s collaborating partners for the campaign.
“It not only gives more exposure to her work, but can also motivate the wider autistic community out there to come forward and showcase their talents.
“Some parents may find it difficult to envision a bright future for their children with autism.
“However, all they need to shine are just the right opportunities and help,” said Noor Sa’adah.
To fit the size of the Hari Raya packets, the painting was split into two parts, allowing consumers to see the full image when placing them side by side.
Caring Pharmacy chief marketing officer Wong Siew Lai said the design aligned with the campaign’s theme emphasising unity among communities from different backgrounds found in Malaysia.
“Such unity starts at the family level. Every family member should foster an understanding towards each other when facing conflicts.
“Mutual understanding is the core principle that must be adopted before achieving unity.
“Everyone has their own perspective and it is important for us to not be judgemental when interacting with each other,” said Wong.
She said the campaign aligned with Caring Pharmacy’s tagline “Caring is our profession”, showing that the company cares for all communities including those with special needs.
“This is one of the reasons we have chosen Wan Jamila. We want to extend our care to everybody, regardless of their condition,” Wong added.
The “Syawal di Hati, Kenangan Abadi” campaign is based on four pillars – community contribution, healthy lifestyles, self-care and fulfilling needs for the festive season.
Besides the art collaboration with Wan Jamila, the campaign features various health and wellness initiatives including medical screenings, giveaways of dates and mineral water, and cash voucher sponsorships.
There will also be a sale running from tomorrow until April 7, where Caring Pharmacy customers who purchase RM30 or more will be eligible to receive the Hari Raya packets.
