Its latest push, “Tenaga Untuk Mencipta Kebaikan” (“Energy to Do Good”), trades polished storytelling for on-the-ground volunteer work, with a clear message—good intentions need fuel.

The campaign, developed with MBCS, the creative arm under Omnicom Media Malaysia, centres on sahur—the pre-dawn meal that sustains Muslims through the fasting day. 

In Southeast Asia’s Ramadan economy, where brands compete for relevance from Jakarta to Johor, that positioning is hardly accidental. Nutrition, here, doubles as both product pitch and cultural anchor.

At the centre of the effort are local personalities Nadhir Nasar and Erysha Emyra, enlisted as “Sahabat MILO”. 

They are shown not in studios, but in soup kitchens and orphanages, clocking the kind of hours that rarely make it into glossy campaigns. 

The pair joined volunteers at Pertiwi Soup Kitchen and Rumah Kasih Harmoni, preparing and distributing sahur meals to underserved communities.

Zulfatah Arif, creative group head at MBCS, said the idea was to strip away grand gestures. 

“Doing good does not require heroic sacrifice,” he said, pointing instead to the routine work of volunteers who keep community efforts running before sunrise. 

The campaign, he added, focuses on “meaningful everyday deeds” rather than spectacle.

Su Yen Ng, business executive officer, framed the campaign less as marketing and more as alignment with community rhythms. 

“Energy goes beyond physical strength; it is also emotional and moral endurance,” she said, noting that sahur plays a role in sustaining both.

Beyond the messaging, the execution leans heavily on digital. 

A mix of short films, vlogs, and teaser clips track the volunteers’ early-morning routines—grainy, unvarnished, and timed for the social feeds that peak during Ramadan nights. 

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The series forms part of OCBC’s #SamaSamaBangkit campaign, a motivational platform centred on community empowerment and collective progress. The initiative focuses on individuals whose efforts contribute to shared success and social revitalisation, rather than traditional notions of influence tied to popularity or visibility.

According to Eddy Nazarullah, creative director of Ensemble, the campaign aims to recognise everyday contributors whose actions often go unnoticed. He said, “Across Malaysia, there are everyday people who uplift their communities without recognition, without applause, and without asking for anything in return. They make others rise, even when they’re struggling to stand themselves. This campaign celebrates real impact, not fame. Stories of shared ambition, families, communities and culture, are all brought to life in under 90 seconds, in documentary-style form. Honest, heartwarming storytelling.”

Ann Lim, head of brand & communications for OCBC Malaysia, said the campaign reflects the bank’s broader purpose-driven approach. She said, “For us at OCBC, enabling people and communities to realise their aspirations is what truly matters the most. We stand for something greater; we believe in Purpose. Purpose isn’t just about realising your dreams alone; it’s about lifting others along the way. Hence, we were very excited to showcase these ordinary Malaysians who are doing extraordinary things to uplift their communities in this campaign.”

The campaign comprises six short documentary-style films released on social media, produced in collaboration with Human Edition, a storytelling project founded by Shi Han that focuses on human-centred narratives from around Malaysia.

Featured stories in the series include Nash from Lenggong, a former hotelier who returned to his hometown to revitalise the local community through heritage-based experiences; Shi Han from Langkawi, an architect-turned-storyteller and founder of Human Edition; and Rita, a Langkawi-based entrepreneur who started a modern fashion business using traditional Mengkuang craft while raising her family full time.

Other profiles include Driv, founder of the KL Art Book Fair and a key figure in Malaysia’s independent art scene; Sarjit, founder of social enterprise Stand Pie Me, which supports young adults with special needs through training and employment; and Jenn, Oliver and Andrew, co-founders of LocalPasar, a startup working with Orang Asli communities to promote regenerative farming and sustainable food systems.

The ‘Project Lift-fluencers’ series is available across OCBC Malaysia’s social media platforms.

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