Marketing Featured Southeast Asia

PETRONAS pays tribute to the importance of sports amongst Malaysians in new spot of its ‘366’ drama series

Kuala Lumpur, Malaysia – To honour Malaysia’s Independence Day and National Day, PETRONAS has launched the fifth episode of 366, the company’s original drama series for the year, Day 243. This episode pays tribute to sports and its importance in the lives of Malaysians.

Developed in collaboration with creative agency Ensemble Worldwide, ‘366’, the seven-episode drama series is anchored upon the overall PETRONAS 2022 festive campaign themed ‘Live Again’, and sets out to portray the resilience, fortitude, and togetherness of Malaysians during trying times.

The series was launched in February with ‘Day 32’ for Chinese New Year, with the title of each episode corresponding with Malaysia’s festive celebrations. Subsequent episodes aired in April and May to commemorate Hari Raya (Day 123), and the cultural festivals of East Malaysia – Kaamatan (Day 151), the harvest festival celebrated by ethnic Kadazan-Dusuns and other related ethnic groups in the state of Sabah; as well as Hari Gawai (Day 151), a thanksgiving and harvest festival celebrated by the Dayak people of Sarawak and Sabah. 

The series revolves around the main characters, Zhi Yi, Poji, and Adam as they experience the complexities of life together with family and friends, and recognise the ties that bind them. This latest episode continues with the story of a youth football team that wants to achieve its dream of winning the Malaysian Football Festival.

Episode 5 was directed by Kabir Bhatia, a director/producer who has spent the last 20 years in Malaysia stamping his strong visual style in the film industry. It features flashbacks of badminton, a favourite grassroots sport are seen, alongside living football legends Mohd Safee bin Mohd Sali (Safee Sali) and Datuk Wira Soh Chin Ann, also known as Tauke.

Didi Pirinyuang, executive creative director of Ensemble Worldwide, said that drafting 366 over the course of the year has been a real experience, and as they develop each character, they become more and more invested to see how life pans out for them. 

She further shared that injecting the theme of sports this time also added a new fun element as the love of sports is synonymous with Malaysians, and they were privileged to recognise their legendary past.

“Shaping the storyline is a collective process, not just between us and the PETRONAS team, but with all Malaysians out there who are sharing in this journey of discovery with us. We still have two episodes to go before the end of the year, and we’re excited to see where their stories take us. Bravely forward, down new paths of inspiration,” added Pirinyuang.

The ‘366’ series is available for viewing on PETRONAS’ official YouTube channel and Facebook page.

Marketing Featured Southeast Asia

These are the top Raya ads from Malaysia this 2022

Kuala Lumpur, Malaysia – The celebration of Hari Raya in Malaysia has concluded, marking the end of the holy month of Ramadan. And with such festivities, there is always a rise of ad films centred around the values and teachings of the Raya festivities.

In line with this, YouTube in Malaysia has round up the top 10 Raya ads released by local and international brands in the country.  Presented in alphabetical order, the list is based on a mix of relatable festive situations that touched the hearts and funny bones of viewers, collaborations with well-loved local personalities, and nostalgia for the good ol’ days, while continuing to explore the creative formats of past campaigns.

  1. Astro Malaysia – Senandung Hari Raya Untukmu – Dato’ Sri Siti Nurhaliza & Aliff Aziz 

Through an original track sung by Malaysian singer Siti Nurhaliza and local-based Singaporean artist Aliff Aziz, this campaign from the Malaysian satellite TV provider aims to communicate the values of the Raya season, from keeping in touch with loved ones or supporting local businesses for any Raya needs.

  1. Celcom Malaysia – Iklan Hari Raya Celcom 2022 – Syukur 1 Syawal

Duit raya or tokens of money given during Raya are great and all: but have we actually thought about where we ought to spend them? In this heart-warming campaign by this local telco provider, we see a kid named Danish going around houses with his friends to collect duit raya. Among those kids is Aishah, who later on we learn that she gives all of her duit raya to his ailing father. Touched by this scene, Danish thinks of an act of kindness to Aishah’s father.

  1. HongLeong Bank Malaysia – HLB RAYA 2022 – Lebaran Penuh Kesyukuran

This fun and quirky campaign by banking institution HongLeong Bank in Malaysia centres around the festive days despite instances being not the most ‘perfect’ celebration. In spite of obstacles along the way, like the camera falling over a swamp while taking a family picture or meals getting delayed, there is still a glimmer of hope and genuine happiness around family members to be together as always.

  1. Julie’s Biscuits – Raya 2022 | Ini Iklan Raya baru, tau? [Full] | Julie’s Biscuits

Conceptualised by independent agency GOVT Singapore, this hilarious yet eye-opening campaign by the local biscuit brand invites Malaysians to explore traditional definitions of stereotypical roles and see how antiquated expectations no longer hold in today’s day and age.

  1. PETRONAS – PETRONAS Raya 2022 ‘366’: Hari Ke-123 | Full Film

“Find peace within that disappointment”: It is within one of these lines within the ad that sum up the message of the campaign. This Raya-centric campaign is part of Petronas’ ongoing original series called ‘366’, aimed at tackling stories of fortitude, resilience and togetherness among Malaysians during these difficult times. Said campaign is conceptualised under Ensemble Worldwide of IPG Mediabrands.

  1. Saji Malaysia Official – Iklan Raya SAJI 2022 | Raya Dulu – Dulu

This fun campaign by local cooking oil brand Saji focuses on cherishing the Raya festivities, even if it feels like it will never be the same as last year. In this film, we follow a male character cherishing past Raya celebrations, while being mindful to always remember such important moments from past Raya festivities into the future.

  1. Samsung Malaysia – Raya 2022 | Rezeki Memori

Centred around the theme of fun and nostalgic memories, this film by tech company Samsung focuses on a story of Adik and his father cherishing some great memories–which is actually an emotional representation of missing sharing those moments a long time ago. The film, shot on a Samsung Galaxy S22 Ultra phone, invites viewers to cherish time with their parents, one of the values being focused during the Raya festivities.

  1. Spritzer Group – Raya 2022 | Iklan Raya Paling Berseri

On a more hilarious route, this Raya ad by Spritzer focuses on doing the festivities, alongside with your full-out relatives, in this ad signifying Auntie Vivi. Despite the stereotypical nature of the ad, it teaches viewers to just remain calm and enjoy the festivities.

  1. Taylor’s University – Sadaqah | Hari Raya 2022

If there is one saying to embody this ad from Malaysia’s Taylor’s University, it’s the adage of “If you give a man a fish, you feed him for a day. If you teach a man to fish, you feed him for a lifetime.” The ad follows the story of a beggar named Amin, who asks one day for free food from a food stall owned by Kak Zaiton. Despite the ad’s initial impression of Zaiton being angry always, we see a different side of her story, as being compassionate towards the poor. In all, Zaiton’s character teaches viewers of not just getting something but rather having the opportunity to learn and grow as a person.

  1. Tenaga Nasional Berhad – TNB Raya 2022 – Raya Macam Cara

The perfect ad to close this entry, this ad from Malaysia’s multinational electricity company focuses on the diversity of emotions–and antics–during the Raya festivities. After a long time where Raya meetups have been hampered during the pandemic, said ad communicates the long-yearning of families to meet up during these festive times.

Said ad list showcases the most engaging ads that people watched during this period, and are determined in no particular order by an algorithm that factors in watch time, organic views, paid views, and audience retention. This list was pulled on 5 May, 2022 and captures data from 3 April to 3 May 2022 inclusive.

Marketing Featured Southeast Asia

Malaysia’s PETRONAS to evolve into energy ‘superstore’

Malaysia – PETRONAS, the natural oil and gas giant of Malaysia, released Tuesday, 1 March, its financial results for the year 2021, where it revealed that it sees itself evolving into an energy ‘superstore’. 

The company will be launching a new energy transition entity this year as well as a new carbon management unit. 

“With the launch of our new entity in mid-2022 and the setup of our Carbon Management Unit, it is envisaged that PETRONAS will evolve into an energy ‘superstore’ that will provide customers with a suite of energy and solutions that power businesses, and fuels progress in a just and sustainable manner,” said Datuk Tengku Muhammad Taufik, president and group CEO of PETRONAS. 

He further shared that the company eyes 2022 as a year it will step up further in becoming a progressive energy and solutions partner for a sustainable future. 

“Aligned to our three-pronged growth strategy and Net Zero Carbon Emissions by 2050 aspiration, PETRONAS is committed to ensuring that energy can continue to be produced and delivered responsibly and sustainably,” he said. 

PETRONAS has posted a Profit After Tax (PAT) of RM48.6b for the financial year ending 31 December 2021, achieved on the back of RM248.0b in revenue. 

Marketing Featured Southeast Asia

Petronas’ new original drama series to depict fortitude, resilience among Malaysians

Kuala Lumpur, Malaysia – In retrospect to the company’s festive campaign following the Chinese New Year, Malaysian oil and gas company Petronas has officially kicked off the new original series called ‘366’, which will tackle stories of fortitude, resilience and togetherness among Malaysians during these difficult times.

In the first episode titled ‘Day 32’, we follow the story of Zhi Yi as she is being accompanied by her mother to celebrate the Chinese New Year with her father. During the trip, Yi gets acquainted with a male passenger, with whom she feels comfortable. Their trip was then cut short when the bus they were in got involved in a road accident. The scene then jumps into Yi now at his father’s place, about to celebrate the festivities. In this new scene, Yi meets another male stranger who helps her get home from the police station. As a sign of gratitude, Yi invites the stranger, a programmer named Adam, to spend the festivities with her and her Dad.

The series, directed by seasoned and award-winning director and producer Kabir Bhatia, is conceptualised by creative agency Ensemble Worldwide under IPG Mediabrands.

For Didi Pirinyuang, executive creative director at Ensemble Worldwide, the original series was all about creating a story centred on the themes of thriving cautiously into the new year to live with new energy and resolve. She added that their intent with this campaign is to inspire people to dream a new dream, outrace themselves and thrive together, with courage.

“As we set out to fine tune the theme for the year, we gave great thought to how the pandemic has shaped us all. The pandemic gave us time to rethink life, our priorities, and what really matters. Whether it is self-revelation or with family, friends and community, we have all been forced to confront our true strengths, fears and weaknesses. 366 is the story of Malaysians discovering, embarking, embracing, sometimes throwing away the past or what doesn’t work,” Pirinyuang said.

Meanwhile, Datin Anita Azrina Abdul Aziz, senior general manager of group strategic communications at PETRONAS, noted that the original series is a story about giving second chances and the need to accept the past in order to move forward. She also added that the series showcases the true Malaysian culture of reaching out to each other when the going gets tough, and that they want Malaysians to take home the message – ‘know that you are not alone’.

“Regardless of our challenges, we have the strength of the roaring tiger within us. Through the bonds we forge, we will become stronger together as Malaysians, Aziz said.

She added, “This is the year where we Malaysians would need to summon our courage to get back on our feet and learn to live in the evolving new normal. Our intention is to inspire people to dream a new dream and overcome the past and perceived limitations in rising and thriving together.”

Didi also added that this new campaign marks a new journey with working with Petronas, stating that they have aimed of changing the mould of conventional festive storytelling through working closely with the Malaysian film industry to approach this campaign as a drama series, an approach that PETRONAS as a brand has never done before.

“The year ahead holds some unique features, all telling stories of Malaysia’s realities and second chances with the intention for them to see a glimmer of themselves. Because really, 366 is OUR story. It is an ode to all Malaysians. It is the story of Malaysia,” Didi concluded.

The first episode of ‘366’ is available for viewing on PETRONAS’ official YouTube channel and Facebook page.

Marketing Featured Southeast Asia

Petronas’ film for Deepavali celebrates ‘triumph of light over darkness’

Kuala Lumpur, Malaysia – For this year’s Deepavali celebration, the Festival of Lights celebrated on 4 November, Malaysia’s Petronas presents the message of embracing ‘love’ and finding ‘positivity’ during the pandemic through a new animated web film.

The new film is a loose adaptation of the ancient Indian epic of Ramayana that draws parallels between the experiences Malaysians are facing during these trying times with the battle against darkness. It urges the citizens to have ‘faith’ and ‘power’ in this journey towards recovery. 

Titled ‘Akka’, the web film features the main character Dheeya who goes on a journey of self-discovery. Along the way, she learns valuable life lessons that ‘love’ is also an act of responsibility. The film also shows how the values of ‘anger’ and ‘frustrations’ can be turned into a positive light through acceptance.

Datin Anita Azrina Abdul Aziz, Petronas’ senior general manager of group strategic communications, said that the pandemic remains a challenge for Malaysians this festive season, but it is also a time for ‘unity’ and celebration within the community.

“We at Petronas wish all Malaysians celebrating this Festival of Lights, Happy Deepavali. May light and love always prevail,” said Aziz.

In addition, Petronas also launched specially designed kolams – a form of traditional decorative art drawn using rice flour, which are being displayed at the Lingkaran Karak and Mutiara Damansara Petronas stations until 8 November 2021. The kolams, created by local artist Lashanya Rangoli, depict scenes from the web film.

The film is available for viewing on Petronas’ official YouTube channel and Facebook page.

Petronas has had animation as its main creative direction for its past brand films such as for the commemoration of Hari Raya, Thanksgiving Day, and Malaysia’s Independence Day.

Marketing Featured Southeast Asia

Petronas celebrates MY’s Independence Day via new animated film

Kuala Lumpur, Malaysia – In celebration of Merdeka, the Independence Day of Malaysia, oil and gas company Petronas has launched a new animated film to remind Malaysians to face the challenges ahead with ‘resilience’ and ‘love’. 

The new animated film was created in collaboration with Ensemble Worldwide, the creative agency within media marketing solutions IPG Mediabrands.

Titled, ‘Demi Cinta’, which in English translates to “in the name of love”, the film features a song composed by renowned Malaysian composer Mohariz Yaakup and singer Vanessa Reynauld. It follows the stories of Malaysians from different walks of life, all of whom face their own challenges. Through it all, they are reminded of the ‘love’ they have around them, such as ‘love’ for their children, family, and country, lifting their spirits and getting them through their darkest times.

Datin Anita Azrina Abdul Aziz, PETRONAS’ senior general manager of group strategic communications, commented that they wanted to continue the storytelling journey through progressive means while staying true to their signature of evoking profound emotions to promote unity in Malaysia. 

“‘Demi Cinta’ is a love song we dedicate to all Malaysians, a theme song of our strive and strides in overcoming challenges to progress as one big family,” said Aziz.

Meanwhile, Ahmad Nazril Ibrahim, the creative director of Ensemble Worldwide, shared that ‘Demi Cinta’ is a message of ‘hope’, ‘resilience’, and ‘love’ for one another through tough times, and when thinking about this film, they will take a step back and look at the lives of Malaysians today.

“Regardless of our race, religion, or status in life, we have all gone through tremendous upheaval. Despite this, we wanted to show how far we’ve come to survive this pandemic. No matter the difference in our journeys, we all have hope for the same destination – a hope for a better Malaysia. And what better way to do it, than through song,” said Ibrahim.

The film was released last 29 August on TV, and PETRONAS’ official YouTube channel and Facebook page, reaching over one million views overnight.

SME Featured Southeast Asia

MY’s Petronas launches anew tech accelerator program for home-grown startups

Kuala Lumpur, Malaysia – Petronas in Malaysia has launched the second edition of its technology accelerator program called ‘Petronas FutureTech 2.0’, an event that aims to encourage local innovations and to scale up technology startups in the country.

For this year’s ‘Petronas FutureTech 2.0’, Petronas continues its partnership with global venture capital firm 500 Startups. The program is expected to bring in greater prospects for participating startups as Petronas, through its corporate venture capital arm, Petronas Ventures has teamed up with Government-linked companies (GLCs) – telco Telekom Malaysia and conglomerate company Sime Darby Plantation. 

The collaboration aims to unlock synergies from cross-industries expertise and maximize the value impact of the program to local startups. Through this, GLCs will be able to uncover potentially game-changing technologies, accelerate new ideas that can help transform local industries, and enable the participating teams to have greater market access for growth.

Arni Laily Anwarrudin, the head at Petronas Ventures, shared that following the success of the first FutureTech program in 2019, they foresee bigger prospects towards nation-building, and collaborating with major corporations is the right way to further nurture the ecosystem for Malaysian startups.

“It also creates a positive socio-economic impact to the community through education and skill investment, as well as fostering tech-driven innovations that support the United Nations’ Sustainable Development Goals,” said Anwarrudin.

Meanwhile, Telekom Malaysia’s Chief Strategy Officer Tengku Muneer Tengku Muzani, commented that they are excited and thrilled to join hands with Petronas and Sime Darby Plantation to help nurture the startup ecosystem in Malaysia. 

“In line with our drive towards a Digital Malaysia, we hope to explore common ground with the FutureTech 2.0 corporate partners and startups in accelerating digital innovation by leveraging on each other’s strengths,” said Muzani.

Sime Darby Plantation’s Chief Strategy and Innovation Officer Dr. Shariman Alwani said that they are looking forward to identifying innovative startups with technology capabilities and game-changing solutions to help them overcome various challenges and pain points. 

“We are excited to be part of FutureTech 2.0. To be able to give a voice to our local innovative startups and help unlock their potential in collaboration with like-minded partners such as Petronas and Telekom Malaysia is truly a valuable opportunity,” said Alwani.

Furthermore, the focus themes for this year’s FutureTech program are Industry 4.0, Specialty Chemicals and Advance Materials, Future of Energy, and Digital Transformation, as well as Retail Innovation.

Shortlisted startups in FutureTech 2.0 will undergo an intensive 12-week virtual program from September, which includes masterclasses, workshops, and coaching from 500 Startups’ mentors as well as C-suite and experts from Petronas, Telekom Malaysia, and Sime Darby Plantation. These startups will have the opportunity to accelerate their business solutions via a proof of concept (POC) and get access to insights and resources from the GLCs.

For interested startups, the applications for FutureTech 2.0 will be available until 27 July 2021.

Marketing Featured Southeast Asia

Petronas delivers Hari Gawai Dayak greeting via animated web film

Kuala Lumpur, Malaysia – To honor Hara Gawai Dayak, a thanksgiving day that marks a bountiful harvest celebrated by Dayak people in Sarawak, Malaysia, oil and gas company Petronas has launched a web film titled ‘Manik Panik’, which explores themes of joy and togetherness. 

Petronas deems to be the country’s leading gas infrastructure and centralized utilities company and one of the largest companies on the local bourse in terms of market capitalization, with core businesses in gas processing, gas transportation, and LNG regasification, as well as utilities. 

The story of the ​‘Manik Panik’ film is set in a longhouse on Gawai Dayak Eve, featuring an unsolved mystery that has befallen the community when a beaded necklace belonging to the Gawai Festival’s chief is found broken.

With no one coming forward, Detective Gerunung takes it upon himself to discover the truth. He sets off on a learning and discovery journey with the help of his friends to fix the broken necklace in time for the chief to wear it for the Gawai kick-off ceremony. 

The new web film also showcases various Dayak cultural objects and accessories such as gerunung (bell worn around the ankles) headgear, beads, and terabai (warrior’s shield).

‘Manik Panik’ is now available for viewing on Petronas’ official YouTube channel and Facebook page. In addition to the web film, the company has also launched ‘Manik Panik’ stickers for WhatsApp to further spread joy this festive season. 

Petronas’ Senior General Manager of Group Strategic Communications Datin Anita Azrina Abdul Aziz said, “Petronas is pleased to have produced a web film as special and meaningful as ‘Manik Panik’, in celebration of Hari Gawai Dayak. From our unique family to yours, we send a festive greeting of happiness and hope, and a reminder of the importance of coming together as one.”

Just recently, Petronas’ short animated film titled ‘Syukur Raya’ has been included in the top 10 list of Hari Raya ads by YouTube Malaysia.

Platforms Featured Southeast Asia

These are the top 10 Hari Raya ads by MY brands on YouTube

Kuala Lumpur, Malaysia As Malaysians celebrate the end of the holy month of Ramadan last 13 May, brands of various industries have launched each of their unique campaigns to come in solidarity with Muslims in Malaysia, and commemorate Hari Raya.

YouTube in Malaysia has just launched the year’s top 10 Ramadan-Raya ads that have touched the hearts of many viewers, where the list was based on factors such as organic and paid views, watch time, and audience retention.

1. Tenaga Nasional Berhad: TNB Raya 2021: Hikmah Raya Aida

For this year’s Raya, Malaysia’s electric utility giant Tenaga Nasional Berhad (TNB) released a quirky short film, featuring the brand’s well-loved character, Aida, who came to realize that ‘family time’ is the most important treasure in life.

2. Etiqa: Etiqa 2021 Raya – Balik Tanjung Mana?

Through a married couple-themed ad, insurance and takaful business firm Etiqa in the country reminded its viewers of the value of ‘togetherness’ this Raya.

3. Watsons Malaysia: Watsons Raya 2021 #RayaUnikRayaIkonik

In a musical short film, health and beauty retailer Watsons in Malaysia introduced the unique family of Ayda Jebat and Nabil, embracing each other’s differences to have an iconic, unforgettable Aidilfitri.

4. MR DIY: Iklan Raya MR.DIY 2021: Kerana Azman

Household products retailer MR DIY inspired viewers with a heart-warming campaign that highlights ‘self-worth’.

5. Lazada Malaysia: Lazada Ada Sentuhan Raya 5.5

In line with e-commerce platform Lazada’s 5.5 Sale, the app released some amazing deals and ‘lowest price guaranteed’ promise for its customers.

6. Petronas: PETRONAS RAYA 2021: Syukur Raya

Narrated by a singing dove, the short animated film by the country’s oil and gas company Petronas Malaysia presented a fun and cheeky story of compassion.

7. RHB Group: RHB Group Raya 2021: Sempurna

Malaysian financial service company RHB Group showed its support to the deaf community through a Raya ad that tells the true story of a girl, who shares videos of herself performing sign language song covers, despite suffering from a hearing disability.

8. Saji Malaysia: Iklan Raya SAJI 2021: Mangkuk Tingkat Mak Teh

Cooking oil brand Saji celebrated Ramadan through a heart-rending campaign, highlighting a wife’s longingness for her husband.

9. Julie’s Biscuits: Ini Iklan Raya, tau?!

Through a comic yet meaningful campaign, biscuit brand Julie’s Biscuits made use of typical Raya ad scenarios to encourage its consumers to show more appreciation towards women.

10. Shopee Malaysia: 2021 5.5 Raya TVC

In a 15-second sing and dance video, Shopee in Malaysia introduced its Ramadan and 5.5 Sale which offered shoppers free shipping with no minimum spend.