Malaysia’s "Melodi Glam Raya Runway" – a spinoff of  free-TV station TV3’s long-running entertainment news show, "Melodi" – has delivered a combined digital reach of 43.5m people across platforms, the platform said today. 

"Melodi" has been on air since 1993. This is the first time that the brand expanded into a Raya runway spin-off, which was staged on an underground train.

The on-ground event was organised by TV3 in collaboration with its integrated marketing and advertising arm, OMNiA. 

The event was timed to coincide with Ramadan and the Hari Raya festive period and ran from 1-30 March. This tapped into one of Malaysia’s peak consumer and advertising seasons.

Engagement peaked during a two-hour TikTok LIVE (MBuzz Terhangat) session on 12 March (3.30pm to 5.30pm), which recorded more than 79,200 views.