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

RHB Bank’s new Raya film shows that progress means the same regardless of language

by Christian Calma

-

May 2, 2022

RHB Bank's new Raya film shows that progress means the same regardless of language

Kuala Lumpur, Malaysia – RHB Bank, a Malaysian banking company, together with Malaysia-based advertising agency FCB SHOUT, has launched a new campaign titled ‘Sama, Bersama’ (All the Same). The campaign, which is for the celebration of Eid/Hari Raya, aims to shed light on the predicament of refugees in Malaysia. 

The film tells the tale of 27-year-old activist Arissa Jemaima Ikram Ismail, who, through the NGO she founded, provides free lessons to the thousands of illiterate refugees living in Malaysia. 

Throughout the film, Arissa’s relationship with a refugee developed from being strangers to good friends over a chance meeting and the many language lessons that followed, which eventually helped the refugee achieve her own dream despite being in a foreign land where nobody understood her.

IeTjer Wang, FCB Shout’s head of creative, said that they had many rounds of internal discussions to decide if they should pursue this story, given the sensitive nature of the subject. 

“Eventually, it was RHB Bank’s non-discriminating, the all-inclusive brand purpose of ‘making progress happen for everyone that gave us the confidence to confront this social topic and turn it into an insightful lesson about acceptance and understanding, instead of taking an easier route and sweeping it under the carpet. Big thanks to our amazing production partners at D’Moving Pictures and Grand Theft Records for turning the story into something far more beautiful than we imagined, Wang said.

‘Sama, Bersama’ is said to be a continuation of RHB‘s new ESG (Environmental, Social, and Governance) ambitions, and it sheds light on an ongoing social issue plagued by misinformation and stigma. 

Abdul Sani Abdul Murad, Chief Marketing Officer of RHB Group, shared the campaign is extremely timely given how refugee crises are happening around us every day – not only in other countries but also here at home. 

“If we can look beyond the differences in the language we speak, the way we look and even the places we call home, we will realise that we are actually more similar than we think, and we can celebrate that fact by making progress happen for one another without prejudice. That is not only the spirit of Hari Raya, but also of our brand’s belief of ‘Together We Progress’,” Murad added.

Ong Shi Ping, FCB Shout’s co-owner and chief creative officer, commented, “Progress is a universal language. It means the same to us as it is to someone living thousands of miles away in a foreign land. So, if we truly want to progress together, we need to remove the judgement and fear of what we do not understand from our vocabulary and start sharing what we have in common as people – understanding, empathy and kindness.”

The campaign was launched on 21 April 2022 and is running across all RHB Bank’s social and digital channels in conjunction with the Eid/Hari Raya festive celebration. 

Related Tags RHB Bank FCB SHOUT Sama Bersama Refugees Together We Progress
Share this article

Related Articles

View All
FCB Malaysia creates new holding company, rebrands affiliate agency as FCB SHOUT
Marketing Featured Southeast Asia
FCB Malaysia creates new holding company, rebrands affiliate agency as FCB SHOUT
April 20, 2022
By Christian Calma
Domino's-and-FCB-Malaysia
Marketing Featured Southeast Asia
Domino’s names FCB Malaysia as creative agency of record, unveils new campaign
February 22, 2022
By Jean Cabico
FCB-Malaysia-new-creative-hires-and-promotions
Marketing Featured Southeast Asia
FCB Malaysia bolsters creative team with new promotions, hires
January 21, 2022
By Jean Cabico
RHB-Bank-A-Spark-for-Change
Marketing Featured Southeast Asia
RHB Bank’s latest CNY campaign sparks ‘hope’ for sustainable progress
January 17, 2022
By Jean Cabico
FCB wins Spritzer
Marketing Featured Southeast Asia
FCB Malaysia nabs Spritzer’s creative mandate
November 29, 2021
By Jean Cabico
RHB-x-FCB-MY-The-Inner-Light
Marketing Featured Southeast Asia
RHB Bank celebrates Deepavali with coming-of-age film about inner beauty
November 3, 2021
By Jean Cabico
No posts found

Featured Articles

View All
Top Stories for April: New payment feature in SG nabs top spot
Main Feature Marketing APAC
Top Stories for April: New payment feature in SG nabs top spot
April 29, 2022
By MARKETECH APAC
MARKETECH APAC webinar discusses why now’s the time to go multiplatform in social advertising
Main Feature Marketing Partners APAC
MARKETECH APAC webinar discusses why now’s the time to go multiplatform in social advertising
April 25, 2022
By MARKETECH APAC
Marketing heads in APAC come together for a webinar to discuss social advertising in 2022
Main Feature Marketing Partners APAC
Marketing heads in APAC come together for a webinar to discuss social advertising in 2022
April 11, 2022
By MARKETECH APAC
MARKETECH APAC to explore how loyalty marketing can be key to a cookie-less world in upcoming webinar
Main Feature Marketing Partners APAC
MARKETECH APAC to explore how loyalty marketing can be key to a cookie-less world in upcoming webinar
April 11, 2022
By MARKETECH APAC
Top Stories for March: Social commerce startup in PH comes out on top
Main Feature Marketing APAC
Top Stories for March: Social commerce startup in PH comes out on top
March 31, 2022
By MARKETECH APAC
Expert Up Close: The women leaders of Society Pass
Main Feature Marketing APAC
Expert Up Close: The women leaders of Society Pass
March 30, 2022
By Christian Calma
No posts found

Most Recent Articles

Samsung highlights power of AI in latest global advertising campaign with BBH Singapore
Samsung highlights power of AI in latest global advertising campaign with BBH Singapore
May 9, 2025
Fatima Baduria
No posts found
Crikey’s latest campaign with DDB Melbourne shows why they’re the real election winners–kind of
May 9, 2025
Teddy Cambosa
Indofood blends K-pop and dangdut in quirky campaign for Korean Spicy Chicken noodles
May 9, 2025
Aliza Carmona
Accenture to acquire Japan-based Yumemi to strengthen digital product capabilities
May 9, 2025
Aliza Carmona
CNN’s head of APAC Ellana Lee to take on new expanded role for global production team
May 9, 2025
Teddy Cambosa
Unilever’s Closeup revamps brand across SA, SEA with MullenLowe Singapore
May 8, 2025
Fatima Baduria
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