Tag: RHB Bank

Kuala Lumpur, Malaysia – In the spirit of unity and hope looking forward to the Hari Raya festivities, banking institution RHB has partnered with advertising agency FCB KL with a new spot centered around the true-to-life story of content creator Nuramira Binti Mohd Amin and her endeavor to create sign language video covers of songs.

Titled ‘Sempurna’ which translates to ‘Perfect’, the campaign follows the story of Nuramira and her best friend Izzatul, who also serves as the narrator of the film. Despite Izzatul’s inability to hear, this hasn’t stopped the duo from bonding over music, and later on inspiring Nuramira to be an online content creator.

‘Sempurna’ encapsulates the musical beauty brought by Nuramira as the latter part of the film features a tear-jerker moment where Nuramira performs an original song specifically made for the film dedicated to her best friend Izzatul.

Abdul Sani Abdul Murad, chief marketing officer at RHB Group, said, “The most inspiring part about Nuramira’s story is how she chose to stand by her friend, even though it wasn’t her challenge to face. Her act of selflessness is not just an anthem of what RHB stands for, but also what the people believe in during these trying times – that only by standing together in the face of challenges can true progress be found. Hence, this film is more than just about her story; it’s a story for Malaysians this Hari Raya.”

Meanwhile, Jonathan Chan, creative group head at FCB Malaysia, explained that music has played a crucial role in Nuramira and her friend’s relationship, so they had to ensure that it has similar importance in the film to do the story’s justice. 

“It took a collaborative effort from the brand, the agency and our amazing partners at Reservoir World and GT Records to evolve the film from the usual way RHB tells stories of progress to this bold musical piece that truly echoes the essence of Nuramira’s incredible tale,” Chan added.

Ong Shi Ping, co-owner and chief creative officer at FCB Malaysia noted that the message of inclusivity and togetherness not only rang loudly throughout Nuramira’s story, but also in how they created the film itself. 

“By taking extra steps to make sure that the film is accessible to even the hearing impaired, our film transcends beyond just a festive piece to a deafening demonstration of what RHB believes in – that progress is truly for everyone,” he stated.

Nuramira posts her sign language song covers on her social media channels such as YouTube, Twitter, and Instagram. She uses Malaysian Sign Language (MSL) for Bahasa Malaysia songs, and American Sign Language (ASL) for international songs.

The campaign was launched on 3 May 2021 and is running across all RHB Bank’s social and digital channels in conjunction with the Hari Raya Aidilfitri festive celebration on 13 May in Malaysia.. To date, it has received over 4.1 million views on YouTube.

FCB KL has also previously worked with RHB Bank l when they launched a Chinese New Year-centric ad about the sentimental importance of parent’s love.

Kuala Lumpur, Malaysia – As the Chinese New Year draws near, Malaysia-based RHB Bank has released its Chinese New Year-themed film ad titled ‘Love Carries On’, a tear-jerker story centered on the importance of parental love.

Based on the true story of a father and daughter from Sibu, Sarawak, the film focuses on the graduation speech of Ngu Nyok Ping, the daughter, as she reflects on the past memories she had with her father carrying her in his back. Due to her disability, rendering her unable to walk, her father has been constantly carrying her to school so that she can continue receiving education. The film also showed the father-daughter tandem enjoying the passing of Chinese New Year festivities each year.

Despite the threat of the disability to Nyok Ping’s future, the film showed how her father’s incredible actions of love paid off, helping her obtain her master’s degree. Today, Nyok Ping dedicates her life to helping fellow disabled members of her community. 

The real life version of the characters in the film, (left) Ngu Ee Kiong, the father and (center) Ngu Nyok Ping, the daughter, seen here after her 2016 graduation of her master’s degree from Universiti Malaysia Sarawak (UNIMAS)

“There may be times we find ourselves faced with an obstacle too big to overcome on our own or a dream too far for us to reach, but with the unconditional support and love from those around us, we will realize that we’re never truly alone in our journeys. It’s in them that we will find the strength to progress and succeed,” said Abdul Sani Abdul Murad, group chief marketing officer of RHB Group.

“That message is the bedrock of this film, and it’s especially relevant now because even as we are preparing to usher in the Chinese New Year, many of us are still faced with the waves of challenges brought upon by the pandemic. This spot aims to remind Malaysians that they’re never alone during these times, and it encapsulates what RHB’s brand promise of ‘Together We Progress’ means amazingly well,” added Murad.

The film, created by advertising agency FCB Malaysia, has been shared across RHB Bank’s social media pages. To date, the film has raked in more than six million views, 15,000 likes, and 1,500 shares across RHB’s social media platforms.

For FCB Malaysia creative director Tjer Wang, the story is described to be “unbelievably out of this world and profound.” The agency made sure that as the story is being adapted, the core message remains. 

“We spent a good amount of time on fact-checking just to ensure that it was real and not fiction. It was retold and reimagined just as beautifully in the most effortless manner, despite the tremendous amount of depth that it carries,” Wang stated.

Meanwhile, Ong Shi Ping, co-owner and chief creative officer of FCB Malaysia commented that the film speaks to a deeper meaning of parental love, stating that the film showed a parent’s determination to lead his child in the right direction despite the given circumstances.

“Not only did this amazing dad keep his belief in his daughter’s capabilities, he also did what not many people could or would do to guide her in finding her own place in the world. And because of that, Ms. Ngu managed to achieve the kind of success that most of us can only dream of. It’s a truly remarkable story about progress,” Ping stated.