Kuala Lumpur, Malaysia – IPG Mediabrands’ specialist unit Azure collaborated with RHB Banking Group for a Deepavali campaign titled Light It Together, which aimed to celebrate the spirit of unity among Malaysians through a social-digital out-of-home (DOOH) experience.
The #LightItTogether activation, launched during the Deepavali season, encouraged Malaysians to light a virtual diya (lamp) via RHB’s Instagram page. Each diya emoji and hashtag shared contributed to the brightness of a virtual flame displayed on a DOOH screen at RHB Headquarters on Jalan Tun Razak.
Eddy Nazrullah, creative director at IPG Mediabrands’ Azure, said, “Our goal was to create something simple yet meaningful — an experience that brought Malaysians together and showed how small individual acts can create something powerful. Deepavali marks the triumph of light over darkness, and this activation brings that to life, showing that unity is the brightest light we share.”
Abdul Sani Abdul Murad, group chief marketing officer of RHB Banking Group, added, “At RHB, we’ve always believed that progress isn’t a solo pursuit. It happens when people come together, each adding a spark of their own. What made this activation truly special was seeing people of all walks of life contribute, with every greeting, every emoji, and every name helping the flame burn brighter. It reminded us that unity isn’t just something we talk about; it’s something we create together. When we share the light, we all shine a little brighter.”
As participants engaged on Instagram, their names appeared on the DOOH display, and the virtual flame grew brighter. The illumination reached its peak at midnight on the eve of Deepavali, symbolising collective togetherness and the festival’s theme of light over darkness. The progress was also documented through Instagram Stories, allowing people nationwide to witness their shared effort.
Held from October 17 to 24, 2025, the Light It Together campaign garnered strong engagement, highlighting how creative use of technology can inspire participation and unity during the festive season.
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