Tag: Merdeka day

Kuala Lumpur, Malaysia – In conjunction with the anniversary of Malaysia’s independence and unification, Ikano Centres has launched “Flavours of Unity,” a campaign that celebrates little acts of kindness and togetherness. 

Created by independent creative agency The Clan, the centrepiece is a short film about a mixed-race family and an elderly ‘pak cik’ (Malay term for uncle) who are brought together by circumstance at an Ikano Centres food court. 

Teh Sue May, head of copy at The Clan, said, “We truly believe that unity is found in everyday interactions. This Merdeka and Malaysia Day campaign aims to shift the focus to the genuine moments of connection that define our nation and its people.” 

Meanwhile, Yow Kuan Wai, executive creative director at The Clan, commented, “We consciously avoided anything grandiose or epic. In fact, we set out to tell the smallest story possible, centred around the smallest of settings – the dining table – to convey a bigger theme of goodness begetting goodness. Like many Malaysians, I’ve personally experienced moments where I’ve had to share a table at a crowded eatery with total strangers. In most cases the interactions were minimal, but I also remember instances where my family and I ended up having a good chat with people we barely knew but suddenly liked.” 

Lastly, Karina Kamaruzaman, marketing manager at Ikano Centres, commented, “Our campaign underscores that Ikano Centres are more than just shopping destinations. Our meeting places are also vibrant community hubs offering a diverse mix of shopping, dining, and family-friendly activities that bring people together and create shared experiences.”

Festive celebrations hosted by Ikano Centres for Merdeka and Malaysia Day are currently ongoing at all its shopping centres nationwide, namely IPC Shopping Centre, MyTOWN Shopping Centre, Toppen Shopping Centre, and Klippa Shopping Centre. 

Kuala Lumpur, Malaysia – Global antiseptic brand Dettol, together with its creative agency, Kingdom Digital has recently launched its latest campaign in celebration of Malaysia’s National Day.

Produced by Imagineers Film, Dettol and Kingdom Digital’s campaign film aims to celebrate firefighters and the one common legacy they share, which is to protect at all costs.

The film, titled ‘A New Legacy to Protect’,  features TPgB Syed Shahril Anuar, the station chief of the Subang Jaya Fire Station, as he shares how his late father inspired him to become the person he is today and to carry on the legacy his father began.

Tiffany Tang, the marketing director of health and hygiene at Dettol Malaysia, said, “Dettol exists to protect lives by reducing the burden of illness because keeping people healthy and safe is at the forefront of our minds. It is our mission to inculcate good hygiene habits to break the chain of infection through trusted science and innovative developments. Protection is more than action. Rather, a legacy we all share for generations.”

Meanwhile, Edmund Lou, head of strategy at Kingdom Digital, said, “Frontliners have been and will always be at the forefront of protection. Then there are the firefighters, the least celebrated frontliners. And to meet a firefighter with a strong heritage and meaningful legacy was truly an unexpected blessing.”

Kuala Lumpur, Malaysia – In commemoration of the upcoming Kebangsaan (Independence Day) and Hari Malaysia (Malaysia Day) celebrations, banking company RHB has launched a Merdeka celebration-themed campaign to showcase the message of unity and love for the country, despite different beliefs and cultures.

The campaign, conceptualised alongside FCB SHOUT, shows a charming story about a group of school children who found themselves at odds with one another after being tasked to work together to paint a mural for their school.

Further into ad, the students find themselves in a debacle of one-upmanship, verbal disagreements and even physical altercations. However, when a catastrophic force threatened to derail and destroy the entire project, what divided the students quickly became what united them in the end.

Speaking about the campaign launch, Abdul Sani Abdul Murad, chief marketing officer of RHB Group, said, “This film is an incredible reflection of the Malaysian spirit and RHB’s brand belief of ‘Together We Progress’. Living in this multi-racial, multi-cultural and democratic country, it’s inevitable that we find ourselves disagreeing with one another time after time. But, at the end of the day, we all want what’s best for Malaysia because it is a home that we share.” 

He added, “And like true siblings, we always put aside our differences, come together and stand up for one another whenever adversity strikes. That’s just who we are as Malaysians, and often, it’s this quality we possess that has helped us weather many storms since our independence 65 years ago.”

Meanwhile, Wang Ie Tjer, head of creative at FCB SHOUT, commented, “Malaysia, being such a diverse nation, has an inevitably complex social fabric. Hence, we are delighted to be able to capture the essence of what national celebrations mean to us with such a simple, meaningful and uplifting spot. Huge appreciation to our production partners at PRS Films and GT Records for helping us bring this beautiful story to life.”

Lastly, Ong Shi Ping, co-owner and chief creative officer at FCB SHOUT, said, “The past 2.5 years of challenging times have proven that Malaysians will always rise to the occasion together when it matters most, and we hope this film serves as a timely reminder for us to continue upholding our unique brand of unity.”

The ad was launched on 8 August 2022 and is currently playing across all RHB Bank’s social and digital channels.

Kuala Lumpur, Malaysia – Fast food chain Subway in Malaysia has unveiled its first-ever localised wrapper design for its sandwiches as commemoration of Merdeka or Malaysia Day, which will be held on August 31 this year. The wrapper is designed by Malaysian comic artist Ernest Ng.

Guests will be seeing the Malaysian-themed wrapper at Subway Restaurants nationwide throughout the months of August and September 2022. Right off the back of the recent Subway Mini World Exhibition, this collaboration is yet another effort to connect with local consumers in Malaysia.

The bespoke wrapper features comic interpretations of Malaysian landmarks, including the Petronas Twin Towers, and pays homage to other local icons such the Greenback Turtle and the Rafflesia flower. Subway Malaysia’s beloved local mascot Sabweh is also featured on the wrapper, rounding off the localised design to delight guests and Subway fans alike. 

Hang Ee Laine, head of marketing for Subway in South East Asia, Hong Kong and Macau, said, “At Subway, we’re always looking for new ways to give our guests new and memorable experiences that go beyond our menu offerings. With this bespoke wrapper, we’re celebrating Malaysia’s heritage, culture and local talent.” 

She added, “Malaysia has always been an important market and we’ve witnessed great success with localised offerings, so we’re excited to add something ‘fresh’ to the guest experience during these months of celebration for Malaysia.”

Meanwhile, Archana Menon, country manager for Malaysia at Mutant Communications, commented, “It’s a privilege for us to be working with a globally loved brand like Subway, and we have really taken their quest for guest innovation to heart. Globally, Subway has never had a localised wrapper, but given the feedback from local guests, we believe this will resonate with guests in Malaysia.” 

She added, “It has been great working with the Subway team because they are so supportive of our efforts and are always willing to try something new and push the boundaries of partnerships and collaborations.”

Kuala Lumpur, Malaysia – Nestlé’s classic energy drink MILO tries to define what it really means to have the ‘Malaysia Boleh’ or Malaysia’s can-do spirit in its latest animated ad for the celebration of Merdeka and Malaysia Day.

Malaysia will soon be celebrating its country’s independence on Merdeka day on 31 August as well as on 16 September, which is the country’s official independence day. In time for the commemoration, MILO has partnered with Reprise Digital, Mediabrands’ digital creative agency to create an animated film that would bring tribute to the Malaysian spirit of strength.

Titled ‘Tetap Di Sisi Walau Berganti Generasi’, or which means ‘always by your side’, the ad highlights MILO as a symbol of strength that has stayed with Malaysians over many generations, which is a parallel to the 64-long historic journey of the country since it became independent in 1957.

MILO_MERDEKA

The ad answers the question, “So what would be the pillars of our strength be then?” The film shows that strength can be ‘given’ and shown in many different ways. It can be through the sharing in the happiness of each other and the fostering of a precious friendship. The ad also shows that strength can be passed on through random support from a stranger.

These were depicted through the cheers of a MILO cup, the sharing of blessings between friends and family through money that was carefully saved in a repurposed MILO tin, as well as the giving of food donations to those who need them the most.

Ultimately, the answer still lies in being able to have the ‘energy’ to overcome own challenges and to become a person for others, which has always been the brand’s slogan.

“Almost like a divine inner whisper, ‘We can;’ for within that energy, lies the strength to overcome challenges,” said in the film.

Reprise Digital’s Creative Director Eddy Nazarullah shared that what they wanted to convey in the film is the spirit of never giving up.

“Though the world has been put on lockdown, it is inspiring to know that nothing can stop creativity and the generosity of spirit which is Malaysians supporting Malaysians.”

“There are many who are struggling through hardships, Malaysians can and will get back up stronger. This film is meant to show the strength in spirit of Malaysians and serve to remind us that as a nation, we are unstoppable,” Nazarullah adds.

Meanwhile, Ng Su Yen, business executive officer of MILO, commented, “Although this year’s Merdeka and Malaysia Day is celebrated differently without the usual parade or fanfare, we want Malaysians to reminisce what we have accomplished together for the past 64 years and how we keep striving to create a better Malaysia.”

Ng Su Yen added, “The team at Reprise have managed to bring that message of hope that MILO brings of ‘staying by your side’ in special times.”

In addition to the film, MILO has also released limited-edition commemorative tins. MILO reimagines its classic tin with two new designs that have been customized by a local designer from ‘Loka made’ to portray the intrinsic culture of Malaysian’s heritage and lifestyle, “both in and out of home.”

Moreover, an augmented reality element has been incorporated by way of a QR code on the tins, with designs portraying the ‘Warung’ known as a roadside stall, and ‘Kopitiam’, a traditional coffee shop setting. 

As of writing, the film has already garnered over a million views since its official launch on 16 August. The digital-only campaign will be running until Malaysia Day on 16 September.

The limited-edition tins are available on both Shopee and Lazada.