Yesterday, PROTON released the latest of its Hari Raya short film series at a buka puasa event held at the Sheraton Hotel in Petaling Jaya. The 2025 edition was produced in collaboration with Elite Definition Sdn Bhd, the exclusive distributor for Little Joe Air Freshener in Malaysia, which was the same as last year.
This year’s raya film showcases the Proton e.MAS 7, the company’s new C-segment SUV electric vehicle (EV), highlighting some of the USPs that have made it the best-selling EV model in Malaysia for the first two months of the year. With a run time of nearly 27 minutes, the film revolves around traditional Hari Raya themes of family, forgiveness, and the importance of communication, acted out by popular Malaysian actors Que Haidar, Azwan Ali, and Fatimah Abu Bakar under the direction of Pekin Ibrahim.
The film some of the most obvious cliches, draggy editing to try make the film feel melancholy for some festive tear jerking and also plot holes the size of a Proton e.MAS or three. The film could be easily 5 minutes shorter and while the cars featured is an electric SUV from 2025, there seem to be no telephones in Sijangkang that the protagonist can use to call his mother to convey bad news. You have to actually watch it to understand what I said so here it is. Watch it but throw logic away. Far, far away.
“Last year, PROTON’s first Hari Raya short film with Little Joe garnered a combined 5.2 million views across all social media platforms, ensuring we reached a wide and varied audience. Based on those results, we are happy to work together a second time to produce another film depicting life lessons against a backdrop of traditional Hari Raya values while also directing the spotlight on our first EV, the Proton e.MAS 7,” said Roslan Abdullah, Deputy Chief Executive Officer, PROTON.
PROTON announces a recruitment drive too
Also announced during a premier screening event, the PROTON Recruitment Drive 2025 is set to run from April to July 2024, offering up to 732 job vacancies across the company’s nationwide dealership network. The programme seeks to attract individuals passionate about the automotive industry, with roles available in sales, after-sales services, marketing, and general management jobs. This initiative underscores PROTON’s commitment to nurturing local talent and strengthening Malaysia’s position in the rapidly evolving automotive sector.
The recruitment drive will kick off with targeted advertising across popular job portals, segmented by region to ensure widespread reach. In addition, PROTON has partnered with key institutions such as the Social Security Organisation (SOCSO) and the PROTON Institute, in collaboration with Advanced Technology Training Centre (ADTEC), a government-led vocational college specializing in high-tech skills development. These collaborations aim to connect with job seekers and equip them with the necessary skills to thrive in the automotive industry.
Job vacancies is actually a large problem in the automotive industry here in Malaysia these days. This is partly due to the influx of so many car brands into the country and all levels of the industry from managers at dealerships to technicians are scares. Companies are actually going around pinching staff from one another as new dealerships and brands pop up. Of course, this isn't a forever thing as it depends on the economy and how long the boom in the industry keeps up. But for now, this is a good effort by PROTON.
During his address at the event, Roslan Abdullah emphasized the importance of this initiative in supporting Malaysia’s economic growth. “As the national automotive brand, PROTON is committed to creating employment opportunities for Malaysians. The automotive industry is undergoing rapid transformation, driven by advancements in technology that are reshaping how vehicles are designed, sold, serviced, and used. This presents an exciting opportunity for individuals to build a rewarding career in this dynamic sector.”
“Through the PROTON Recruitment Drive 2025, we aim to not only fill critical roles within our organization but also contribute to the development of a skilled workforce that will enhance Malaysia’s economic competitiveness,” he added.
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