Marketing Featured Southeast Asia

TNB honors MY’s National Day through local inspirational stories in new ad film

Kuala Lumpur, Malaysia – To celebrate the true spirit of Malaysia’s National Day, electricity giant Tenaga Nasional Berhad (TNB) has launched a new campaign film that aims to send positive energy to Malaysians in the face of adversity.

The new campaign film, which was created in collaboration with marketing agency Entropia, reflects one of TNB’s core values, which is ‘mindfulness’, as it reflects how Malaysians power through adversities to brighten the lives of others during the pandemic.

Titled, ‘Raikan Malaysia Kita’, which translates to ‘Celebrate Our Malaysia’, the animated film tells the stories of four Malaysians, namely Ridzuan Jamal, Yong Xun Ong, Paramesvary Munumsamy, and Nazirah Abd Rahman, who overcame the myriad challenges brought on by the COVID-19 pandemic, while also giving back to help others along the way.

In the first story of the film, Jamal, a former engineer from Sabah, started selling buns for RM1 during the pandemic, and with his bun business, he has provided job opportunities to others and fed hungry people. 

Meanwhile, in the story of Ong, also known as Zero Ong, who created the JomStudy mobile app. Despite not having any coding knowledge, Ong has managed to develop the app housing SPM subject notes, which is hugely beneficial to students, especially those adapting to the new normal learning process. 

The third story features the generosity of Munumsamy and her children, who worked together to cook and feed those in need, regardless of race or religion. And finally, the selfless act of Abd Rahman, also known as Mama Pinky, who is equally heart-warming as she willingly takes up two jobs to sustain the medical costs and provide meals for stray cats, despite having 50 cats of her own.

Zaheer Kaisar, the creative director at Entropia, commented that they need stories that will inspire and rally people together, so for this campaign, the team, director, and clients were all inspired to retell a more imaginative story as a way to pay tribute to the amazing Malaysians the film’s characters represent. 

“With illustrations and animation, we could beautifully capture the spirit and positive message behind this national holiday,” said Kaisar. 

Meanwhile, April Toh, Entropia’s principal, shared that by now they have all been stuck at home for more than 500 days, and while the pandemic robbed people of many things, there’s also much to be thankful for. 

“This National Day, we wanted to remind Malaysians that there’s good energy among us, and that spark of positivity will inspire us to soldier on. Because only in unity and kindness, we will prevail,” said Toh.