Tag: M&C Saatchi

Kuala Lumpur, Malaysia – What happens when generational traditions meet the power of modern technology, imagination, and creativity? In CelcomDigi’s latest Chinese New Year film, Threads of Legacy answers this question with cinematic tale of resilience, innovation, and family bonds.

Conecptualised by M&C Saatchi and Naga DDB Tribal, and directed by Directors Think Tank’s Maurice Nooned, the telco invites Malaysians to rethink how they can preserve their heritage while embracing the beauty of a connected world.

The film follows the story of Blaze, spirited young woman whose family has long been celebrate their exquisite cheongsam designs—a legacy nurtured over generations. Each year, their artistry shines at an annual cheongsam showcase, an event that embodies their cultural pride. But when an unforeseen illness sidelines the family matriarch, their cherished tradition too, faces an uncertain future.

Refusing to let their legacy falter, Blaze harnesses the intricacy of projection mapping, alongside the seamless connectivity of CelcomDigi’s network. Through a captivating display of light, texture and culture, she reimagines the cheongsam showcase with a spectacular blend of the old and new—proving that traditions can flourish when given a modern twis 

Alvin Teoh, chief creative officer of CelcomDigi’s One Tea, said, “Chinese New Year is a time for reflection, reunion, and honouring what matters most. This story captures the beauty of how technology can help preserve the essence of our traditions while presenting them in extraordinary, forward-thinking ways. By empowering individuals to bridge generational and cultural gaps through technology, CelcomDigi celebrates the enduring power of connection—both on a digital and personal level.” 

Malaysia – As the year comes to a close, CelcomDigi, in collaboration with One Team (M&C Saatchi and Naga DDB Tribal) and Mojo Films, has unveiled a year-end campaign designed to inspire Malaysians to embark on journeys of self-discovery and return with the drive to uplift their communities.

Titled ‘Bejalai: Journey of Inspiration,’ CelcomDigi’s film draws inspiration from the age-old Iban tradition of ‘bejalai’—a coming-of-age journey where individuals venture far from their village, returning with wisdom, wealth, or fame to benefit their community.

The film follows the inspiring journey of Sarawakian Olympic medallist Watson Nyambek, affectionately known as the ‘Flying Dayak’ for his record-breaking achievements. Despite reaching remarkable heights, Watson chose to return to his roots, sharing his success with his community and completing his bejalai. For him, true achievement goes beyond having his name etched in gold or silver; it lies in bringing his success home, uplifting the people who supported him, and bringing pride to his community.

Commenting on the film, Marzuki Maani, executive creative director of M&C Saatchi, said, “Bejalai is such a beautiful concept that has evolved over time. We see it beyond Sarawak. It is a universal journey that everyone experiences at some point in their lives. We hope that this film stirs a deep desire to reconnect with the people who matter most and that we never forget where we came from.”

Film director Barney Chua added, “…although bejalai has its origin in Iban culture, the practice is something every Malaysian experiences at some point in their lives. It’s universal.”

Chua continued, “I am humbled by the experience of being able to tell Watson’s story deep in the heart of Sarawak. Returning to our roots is something we all should do, no matter how far we’ve gone in life. Watson’s journey is a testament to that.” 

CelcomDigi encourages every Malaysian to chart their own path to success while staying true to their identity and embracing their roots. The company believes that sharing one’s achievements is not only a way to give back but also an opportunity to inspire others to pursue similar journeys, fostering pride and progress for the nation.

Through this campaign, CelcomDigi, in collaboration with M&C Saatchi and Naga DDB Tribal, encourages all Malaysians to reconnect with their roots and give back to their communities, fostering collective growth and progress.

Kuala Lumpur, Malaysia – In a celebration of the Festival of Lights, CelcomDigi showcases the power of connection and technology in their heartwarming short film, ‘Inbam.’ Produced by the collaborative efforts of One Team—Naga DDB Tribal and M&C Saatchi—this film honours the connections that keep traditions vibrant. 

Set against the backdrop of Deepavali, Inbam explores the bond between generations through the story of two sisters, Anjali and Lavinya. They embark on a mission to rekindle their Patti’s (grandmother) joy, reflecting on the profound happiness she experienced while making saris with her closest friends. As the sisters strive to revive these cherished memories, the film beautifully captures the essence of familial connections. 

Directed by Maurice of Director’s Think Tank, this lighthearted narrative encourages Malaysians to reflect on the traditions they hold dear and the intergenerational bonds that sustain them. It invites viewers to see Deepavali as an opportunity to reconnect with loved ones and celebrate shared joy. 

What sets ‘Inbam’ apart is its focus on the role of friendship and the innovative use of technology to bridge gaps across people, places, and generations. Against a vibrant cultural backdrop, the film embodies Malaysia’s unity, showcasing the diverse tapestry of the Malaysian identity. 

Moreover, ‘Inbam’ is a colourful tribute to the rich traditions and diverse cultures that define Malaysia. It reflects CelcomDigi’s commitment to preserving these traditions through meaningful connections. 

Vix Chandra, executive creative director at Naga DDB Tribal, said, “We hope this story resonates emotionally, prompting the audience to reflect on their own values and the bonds shared across generations—especially during Deepavali. When we recognise this connection, we understand that it’s not just our celebrations that shine bright, but our inner joy, our Inbam, ignited by the relationships we nurture.” 

Sydney, Australia – Australian Red Cross Lifeblood is calling for new blood donors in the ‘Life Is The Reason’ campaign launch in partnership with M&C Saatchi Group.

The campaign follows the surge of red blood cell and plasma demand in recent years, both in Australia and globally. To meet the growing demand, Lifeblood aims to inspire 100,000 Australians to become new donors each year.

With only 3% of the eligible population currently donating, Lifeblood encourages people to find their own reasons to donate. The campaign urges donors to visit the Reasons Hub and share their own reasons for donating to motivate others. Leveraging the ‘storytime’ trend people can also share their personal stories on social media.

As part of the campaign, Lifeblood will have a mobile donor centre at the Melbourne Cricket Ground during the AFL Footy Festival. Australians can also donate by calling Lifeblood, booking online, or using the DonateBlood app.

Celebrities Ben and Hester Brown Jack Riewoldt, Chantelle Otten, Dave Hughes, Erin Molan, and Tim Robards are also lending their voices to the cause.

“We’re asking people to find just one reason why they should donate. The campaign aims to change the mindset from why people don’t donate to the many powerful reasons why they should,” Jeremy Weiss, Lifeblood’s chief marketing officer, said.

Emma Robbins, M&C Saatchi’s national executive creative director, commented, “Our goal together was to create a campaign that can talk to all blood product donations and makes people feel both the urgency but also the impact of their donation. ‘Life is the Reason’ is about connecting deeply with every Australian’s innate sense of generosity, empathy and community. It’s a campaign that makes you stop, think, and realise that whatever your reason, you have the power to save lives.”

Kuala Lumpur, Malaysia – SIRIM QAS International–a testing, inspection and certification body–has teamed up with M&C Saatchi to release a short film, titled ‘Harmoni Sebuah Memori’. The film was created in honour of Malaysia’s 67th Hari Merdeka and celebrates how kindness unites us all. 

In line with this year’s Malaysia Madani: Jiwa Merdeka theme, the film conveys the heartwarming story of how Cikgu Yam’s simple acts of kindness and generosity over the years are still remembered by those around her. The film was directed by Wayang Works, with Nadiah Hamzah as the director. 

For someone living with dementia, Cikgu Yam is still capable of spreading warmth through her simple and kind gestures, while receiving the understanding of the people around her. 

En Aminudin Abd Aziz, senior general manager at SIRIM QAS International, said, “This film is more than just a tribute, it is also a reflection of our group’s values, namely unity. As diverse as Malaysians are, our ability to relate and understand each other is what unites us as one. As we celebrate this year’s Merdeka theme, Malaysia Madani: Jiwa Merdeka, let’s find inspiration from the values shared through Cikgu Yam’s story and do our part in bringing positive changes within our immediate communities.” 

Meanwhile, Marzuki Maani, executive creative director at M&C Saatchi Kuala Lumpur, commented, “The film visibly depicts all of Cikgu Yam’s good values that inspire Malaysia’s future generations, and also the importance of such values in the development of a progressive and inclusive tomorrow.”

Kuala Lumpur, Malaysia – In conjunction with this year’s National Day theme of ‘Jiwa Merdeka,’ CelcomDigi’s One Team – M&C Saatchi and Naga DDB Tribal – has partnered up with young Malaysians who are using technology and connectivity to shape the nation’s future. 

The campaign features a film narrated by the trailblazing Bunga, Malaysia’s first and most popular Hijabi rapper. Defying stereotypes, she seamlessly blends modest attire with the dynamic energy of hip-hop for boundary-breaking performances that have won accolades worldwide. 

Another youthful visionary featured in the film is 19-year-old Ong Yong Xun (Zero Ong), who single-handedly developed the JomStudy app. The innovative platform revolutionised learning for SPM students by consolidating learning resources.

Meanwhile, Ash Raja and Jon Dexter of content platform Small Towns MY have embarked on a mission to revitalise local tourism by showcasing the hidden gems of Malaysia’s smaller towns. Their efforts have brought newfound attention and appreciation for these often-overlooked communities. 

In the realm of social impact, Azziaty, Azrin, and Azlyn of ROCKA Atelier are making a profound difference through fashion. Their socially conscious brand provides employment opportunities for women from underprivileged backgrounds, empowering them to achieve financial independence and build brighter futures. 

Additionally, the film highlights the remarkable work of Adrian Jo Milang, the youngest Kayan oral tradition practitioner and preservationist. His dedication to safeguarding the ancient oral art forms of Parap and Takna’ is an inspiration to young Malaysians, and a testament to the power of preserving traditions in the digital age. 

Marzuki Maani, executive creative director of the One Team, said, “It’s amazing to see how connectivity can empower our young generation’s creativity to create opportunities. It closes the gaps between age and location, allowing anyone – whether they’re in the city or in the deep rural areas – to explore and unlock their potential.”

He added, “Through this campaign, CelcomDigi wants to shine a spotlight on them, in hopes that by knowing and seeing the young generations at work, we continue to inspire support for the future generation in whatever they set their minds to.”

Indonesia – Creative agency M&C Saatchi Indonesia has officially rebranded itself as ‘Moonfolks’ on its sixth year anniversary, following CEO Anish Diryani’s acquisition of the company as an independent entity and exit from the M&C Saatchi group of companies.

As such, Moonfolks will be led by its co-founders, with Anish Daryani as president director and CEO, Dami Sidharta as chief creative officer, and Elki Hendra as chief strategy & digital officer. 

With the new agency’s new purpose being “Make Audacious Possible”, Moonfolks aims to deliver ideas that are out-of-this-world to help brands achieve the impossible and take them to new heights. 

In order to achieve this, the agency has created an ‘accelerated commerce” model, whereby all agency services are directed towards generating commerce for clients, delivering higher ROAS (Return on ad spend).

The services, according to the agency’s newly launched website, are, Moonfolks Advertising as the advertising arm, Moonfolks Digital as the digital services arm, Moonfolks Shopex as the retail and brand experience arm, and Moonfolks PR as the brand reputation arm. 

Furthermore Moonfolks Authentic Intelligence is another solution the agency has launched, riding on Gen-AI expertise to create high volumes of content with a distinct cost advantage for clients. The agency has also announced the launch of its internal content production unit, Goosebump Pictures.

On the acquisition, the company retains all business licences and tax papers, with complete continuity of business where the agency retains all client, talent and partner contracts. The rebranding does not affect any significant changes to the team.

Commenting on the launch, Daryani said, “We’ve had tremendous success as M&C Saatchi Indonesia. And we’ll take that several notches higher as we relaunch the agency with the freedom that comes with our independence. We will be more agile and fluid in our approach, and build further on the values we have created over the past 6 years.”

“Moonfolks has all the ingredients for success. A loyal and satisfied client base, a fun-loving culture that embraces DEI, a talent-centric approach to business and an environment that encourages people to do their life’s best work. The industry is going to feel our impact in Indonesia, and across the region,” he added.

Meanwhile, Sidharta also commented, “We’re taking our second-first step. But unlike our first-first, it won’t just be the three of us. We have some of the brightest minds in the industry with us this time around and we’ll get to where we want to be a lot sooner. It’ll be very exciting every step of the way.”

Lastly, Hendria concluded, “Our goal is clear: not only do we curate compelling ideas and content, but we’re committed to crafting narratives that not only captivate but also catalyse commerce. We are here to redefine the boundaries of possibility, making audacious goals strategically achievable in an AI driven world”.

Jakarta, Indonesia – Following the recent regulation by the Indonesian government on the use of social media for e-commerce transactions, TikTok Shop has finally announced that it is shutting down its local operations in accordance with local orders.

“Our priority is to remain compliant with local laws and regulations. As such, we will no longer facilitate e-commerce transactions in TikTok Shop Indonesia by October 4, and will continue to cooperate with the relevant authorities on the path forward,” TikTok said in a press statement.

The ban follows a recent government regulation which prohibits the use of social media for e-commerce transactions, adding that it’s aimed at quashing e-commerce sellers that are purportedly abusing pricing tiers on social media to promote their products.

Following this, a question arises: is there still hope for social commerce in Indonesia?

Social commerce will still exist–even with regulations

For Rolly Pane, managing director for Indonesia at Clozette, despite the new regulations, social commerce will still be around, as the new regulations only prohibits having social media and e-commerce inside one app.

“Social commerce can still be done, promoting products in social and driving people to e-commerce. The only difference is that it will not happen in one ecosystem or app. It just has to cross over apps,” Pane told MARKETECH APAC.

However, he noted that with this regulation, there would be a significant drop in e-commerce transactions which originated from social media posts and engagements.

“The biggest downfall is that there will be a larger amount of drop-offs when it is cross-app compared to being in one ecosystem or app,” he said.

Despite all of thise, Pane says that brands can still implement alternative strategies to make their social commerce strategies still stand out.

“Promotion of products will still be done as it is being done now. The only difference is that when the promotions are clicked, it will no longer be in the same ecosystem. It will drive the consumers to a different ecosystem / app to conduct the transactions,” he concluded.

Who loses this game? Merchants or consumers?

Meanwhile, Anish Daryani, founder and president director at M&C Saatchi Indonesia explained that with 2024 being an election year in Indonesia, showing support for MSME’s by securing their interest is considered as an important move by the government.

It is worth noting that the government said that the new regulations aims to protect the interests of micro, small and medium enterprises (MSME’s), given the lack of adoption of digital platforms on their part, and inability to compete with what has been labelled as ‘predatory pricing’ on social platforms.

“On the brighter side, the regulation removes ambiguity from e-commerce and provides clear guidelines towards the dos and don’ts of running e-commerce businesses, which [was] long overdue,” he said in an exclusive interview with MARKETECH APAC.

However, Daryani notes that other local merchants who have long utilised social commerce will ‘lose’ in this game, who have used it to connect with their patrons. He also added that with the new regulations, the livelihood of about 6 million social sellers and 7 million affiliates on TikTok Shop alone were hugely affected.

He also stated that end consumers are also affected as well, whose support to their social commerce merchants were the driving force behind their success.

“In my view, the biggest loser in this regulation, however, is the end consumer, who would now be deprived of exciting prices that were sometimes too good to be true, and discovering great quality products from skilled entrepreneurs, which in itself was a massive support for local businesses,” Daryani added.

Social commerce barely scratches the surface of the local industry

Despite all of these regulations, Daryani believes that social commerce will continue to move forward in Indonesia, adding that there is more growth for the Indonesian social commerce scene, compared to more mature markets like of China’s.

“Though this regulation would bring social commerce to a stop, there is no stopping commerce from becoming more social,” he quipped.

Looking at the issue from an agency perspective, Daryani believes that continued social media communication will still help amplify e-commerce, with social media and e-commerce now serving separate purposes in the customer purchase journey.

“From a communications perspective, digital content will still continue to fuel demand for products and services through the upper funnel (awareness and consideration), while the objectives of the lower funnel (purchase, retention and advocacy) would be met by e-commerce platforms,” he said.

He also added, “The use of influencers to review and recommend products will continue to expand. Overall, this would make discoverability of content more organic, so the quality of content would have to be better going forward.”

Kuala Lumpur, Malaysia – Local telecommunications company CelcomDigi has teamed up with Naga DDB Tribal and M&C Saatchi to launch a locally-crowdsourced AI film, a first in the market. This was launched ahead of the upcoming National Day celebration in Malaysia.

‘Projek My Malaysia’ harnessed the power of generative AI to inspire Malaysians to come together and share their vision of our country. 

To conceptualise the film, the public was given footage of an everyday Malaysian wandering the streets. They were then invited to transform scenes from it, using generative AI tools to express their vision. Their visions were turned into prompts, which became unique AI-generated video clips that reflected the Malaysia they see in their hearts. 

Throughout the campaign, hundreds of submissions were generated then put together to form a cohesive story that united the collective sentiments of the general populace.

Alvin Teoh, chief creative officer at Naga DDB Tribal, This project started with one question all Malaysians can resonate with – what kind of Malaysia would we like our kids to grow up in? It’s a universal desire that closes the gaps across the divide because deep down, we all want the same thing for our kids: a safer, happier, kinder, greener, fairer, stronger country for every child to live and thrive in.”

He added, “So all we did was hand over our pre-shot film to the rakyat and allowed them to alter the scenes according to their vision expressed via prompts and now, we have a co-created festive piece that hopefully reflects our collective desire to see this Malaysia take shape through all of us coming together. Because the truth is – the country we desire in our hearts is actually in all of our hands.”

Meanwhile, Marzuki Maani, executive creative director at M&C Saatchi, commented, “Making ‘Projek My Malaysia’ happen was in itself a stronger together experience. It took several teams to come together and play our parts to achieve the project’s ambition. I think what we created was a beautiful representation of what we could achieve when we work together towards a common goal.”

Lastly, Maurice Noone, film director at Directors Think Tank, said, “We wanted to capture the sentiments of Malaysians and present it in a fresh way. Artificial Intelligence is all the rage right now, but technology is just a tool. We felt we could do something meaningful and not just cosmetic. We felt there was a way to use it as a tool to express our collective vision of our country. Projek My Malaysia took the raw imagination of the public and made it real.”

He added, “It was scary working on the project because we didn’t actually know what fellow Malaysians would generate. Would it work? But, in the end we had wonderful scenes that were transformed that we never expected. Good to know Malaysians care about our future and can imagine possibilities that I’d never thought of. There is hope.”

Singapore – Creative agency M&C Saatchi has announced the appointment of Anish Daryani as its chief growth officer for Southeast Asia. He will be reporting to Richard Morewood, M&C Saatchi Asia CEO, effective immediately.

In the new role, Daryani will drive growth through regional new business, the development of new capabilities for the region, and the expansion into new markets, whilst continuing to lead M&C Saatchi Indonesia as president director.

On his appointment, Daryani said, “I’m really excited to unlock growth opportunities for our businesses and clients across the region. This is the most exciting time in our industry where innovation, growth, reputation and efficiency are all inter-linked.”

He added, “M&C Saatchi Group is poised to build cross-country and cross-disciplinary teams for its clients, making it possible for us to achieve audacious results for our clients. With the support of amazing leadership and talent across the region, we’re ushering in an era of hypergrowth in South East Asia.”

Meanwhile, Morewood commented, “South East Asia is a key focus for M&C Saatchi both regionally and globally, as demonstrated by the launch of our SEA hub in 2021, and the creation of this new role reflects that.”

He concluded, “Anish has built a fantastic business in Indonesia over the last 5 years with a focus on creativity and innovation for clients. I’m excited to see him bring these skills, as well as his entrepreneurial approach, to deliver growth across South East Asia.”

Previously, M&C Saatchi has also appointed its Australia Group CEO Justin Graham as its global head of advertising network.