Skip to content
Marketech APAC
  • About Us
  • Reports
  • Events
  • Contact Us
SUBSCRIBE
  • MARKETING
  • TECHNOLOGY
  • PLATFORM
  • SME
Marketing Featured Southeast Asia
No posts found

MBSB Bank observes Malaysian spirit in new national celebration campaign

by Jean Cabico

-

August 24, 2022

MBSB-Bank-and-MBCS

Kuala Lumpur, Malaysia – As a commemoration of Malaysia’s Independence Day (Hari Kebangsaan) and Malaysia Day 2022, MBSB Bank, an Islamic Bank based in Malaysia, has launched a new campaign, which is a social experiment to observe the Malaysian spirit on how far they would go to help a stranger. 

Developed in partnership with Mediabrands Content Studio (MBCS), the global content studio by IPG Mediabrands, the film was directed by Esham Shahlin, produced by Artisia Productions, and released on digital channels.

Titled ‘Sejauh manakah…’, which in English translates to ‘how far’, the film sees a lone man struggling to push his broken-down old PROTON Saga car through the famous streets of Klang Valley amidst crowds of onlookers. Its journey takes viewers through popular areas in the Klang Valley including Klang, Shah Alam, Petaling Jaya, Chinatown, and Dataran Merdeka, as well as other landmark areas in the city.

Kevin Le, executive creative director of MBCS, noted that undertaking this project with MBSB Bank was both moving and inspiring, and they wanted to see if their enthusiastic Malaysian spirit still lives on against this backdrop of increased traffic and other post-lockdown challenges. 

He further shared that proving true to the message of the film – ‘Selagi kita bergerak bersama, langkah demi langkah, kita akan sentiasa berdaya maju’, which is translated to ‘As long as we move together, step by step, we will continue to succeed’.

“The artistic direction of no dialogue was a conscious choice as we took our audience on a journey, playing off the ‘Uncle’s’ lone struggle against a backdrop of apathy, complemented by an altered and moving piano rendition of Negaraku,” said Le. 

Meanwhile, Azlina Mohd Rashad, chief corporate officer of MBSB Bank, said that they wanted to capture the essence of who Malaysians are, and this social experiment showed it to them in abundance. 

“MBCS has portrayed this idea with the heart and soul that rhymes so well with the theme of ‘Keluarga Malaysia Teguh Bersama’ (Malaysians Stand United). Just like the film, MBSB Bank is always by your side, to accompany you and be part of your journey. ‘Sejauh manakah…’ is a gift to the nation from MBSB Bank in celebrating the National Day and Malaysia Day 2022.”

Related Tags Mediabrands Content Studio Independence Day Malaysia day MBSB Bank Sejauh manakah
Share this article

Related Articles

View All
Merdeka-Unseen-Cadbury-and-Ogilvy-Malaysia
Marketing Featured Southeast Asia
Cadbury honours Malaysia’s Independence Day via glimpse of history
August 24, 2022
By Jean Cabico
RHB paints a picture of unity in latest Malaysian national celebration ad
Marketing Featured Southeast Asia
RHB paints a picture of unity in latest Malaysian national celebration ad
August 22, 2022
By Teddy Cambosa
Subway Malaysia unveils first-ever localised sandwich wrapper dedicated to Malaysia Day
Marketing Featured Southeast Asia
Subway Malaysia unveils first-ever localised sandwich wrapper dedicated to Malaysia Day
August 3, 2022
By Teddy Cambosa
Mediabrands launches creative content practice, MBCS, in Malaysia
Marketing Featured Southeast Asia
Mediabrands launches creative content practice, MBCS, in Malaysia
July 8, 2022
By MARKETECH APAC
MBSB Bank taps Entropia as media agency of record
Marketing Featured Southeast Asia
MBSB Bank taps Entropia as media agency of record
May 13, 2022
By Carlo Sarabia
MBCS x VMG
Marketing Featured Global
Mediabrands Content Studio, Vice Media Group forge global production partnership
May 12, 2021
By Jean Cabico
No posts found

Featured Articles

View All
WhatsApp Image 2022-08-18 at 2.25
Main Feature Marketing APAC
Top Story: GetIT-Hotwire fusion answers to the call of integrated marketing
August 18, 2022
By MARKETECH APAC
Is adtech ‘dying’? How the industry is responding to the delay of cookies deprecation
Main Feature Technology APAC
Is adtech ‘dying’? How the industry is responding to the delay of cookies deprecation
August 17, 2022
By Teddy Cambosa
MARKETECH APAC Reels: Marketing in the Metaverse
Main Feature Marketing APAC
MARKETECH APAC Reels: Marketing in the Metaverse
August 15, 2022
By Teddy Cambosa
There is actually a definitive strategy that turns consumer insights into trailblazing marketing
Main Feature Marketing Partners Southeast Asia
There is actually a definitive strategy that turns consumer insights into trailblazing marketing
August 9, 2022
By MARKETECH APAC
Top Story: 8traordinary steers the digital wheel of Shangri-La’s rebranded loyalty programme
Main Feature Marketing APAC
Top Story: 8traordinary steers the digital wheel of Shangri-La’s rebranded loyalty programme
August 3, 2022
By MARKETECH APAC
SEA marketing leaders gather to discuss mobilising consumer insights into groundbreaking marketing
Main Feature Marketing Partners Southeast Asia
SEA marketing leaders gather to discuss mobilising consumer insights into groundbreaking marketing
August 2, 2022
By MARKETECH APAC
No posts found

Most Recent Articles

bacha coffee concept store HK launch
Bacha Coffee opens first flagship store in Hong Kong at Harbour City
May 9, 2025
Aliza Carmona
No posts found
L'Oréal Travel Retail debuts first SkinCeuticals A.G.E. Lab at Changi Airport T3
May 9, 2025
Fatima Baduria
KL Wellness City, PUMM team up for wellness-driven productivity talk for entrepreneurs, corporates
May 9, 2025
Teddy Cambosa
Dentsu India appoints John Thangaraj as chief strategy officer for creative & media
May 9, 2025
Aliza Carmona
Samsung highlights power of AI in latest global advertising campaign with BBH Singapore
May 9, 2025
Fatima Baduria
Crikey’s latest campaign with DDB Melbourne shows why they’re the real election winners–kind of
May 9, 2025
Teddy Cambosa
No posts found

Subscribe Now

Agreement(Required)
This field is for validation purposes and should be left unchanged.
Marketech APAC
We deliver the latest marketing news, trends, and best practices that serve everyone in the industry whether you’re from small or big enterprises.

Office

14i Seville Tower, Circulo Verde Phase 1, #70 Calle Industria, Brgy. Bagumbayan, Quezon City, 1100 Philippines +63 917 319 5762
+63 917 319 5762

Follow Us

Facebook Linkedin Youtube Spotify

Content Pillars

  • Marketing
  • Technology
  • Platforms
  • SME

The Publication

  • About Us
  • Contact Us
  • Terms and Conditions
  • Privacy & Cookie Policy
  • Events
  • Reports

Geographical Scope

  • South East Asia
  • East Asia
  • ANZ
  • SouthAsia
  • APAC
  • Global

Events

What's NEXT in Marketing Series
  • Singapore
  • Philippines
  • Hong Kong
  • Indonesia
  • Malaysia
Retail & E-Commerce Innovation Series
  • Malaysia
  • Philippines
  • Indonesia
Advertising Technology Asia Series
  • Philippines
  • Singapore
Awards
  • Empowered Women Awards
  • Marketing Technology Awards
  • NEXT Awards
  • Indonesia
  • Philippines
  • Malaysia
  • Singapore & APAC

Join our APAC marketing community

Subscribe to our newsletters to get the latest marketing news in the region.

Agreement(Required)
This field is for validation purposes and should be left unchanged.
© 2025 MARKETECH APAC. All rights reserved.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Home
About Us
Write for Us
Contact Us
Subscribe
Facebook Linkedin