Filmed in one of Asia’s major cities, the series follows a spirited traveller navigating unforeseen circumstances, highlighting how flexible planning and the right banking solutions can make travel smoother and more secure.

“Travel is full of surprises…sometimes delightful, sometimes challenging. Ms Adventures captures those moments and shows how confidence and peace of mind can turn any detour into an adventure. Through this series, we want to inspire people to embrace the unexpected and keep moving forward, knowing they have the right support behind them,” said Abdul Sani bin Abdul Murad, group chief marketing officer at RHB Banking Group.

The series was conceptualised and produced by Red Communications Sdn Bhd (RedComm), a production house with more than 25 years of experience, and is optimised for vertical viewing for short-form audiences. Media strategy and amplification are handled by Azure, a unit of IPG Mediabrands.

‘Ms Adventures’ consists of nine episodes and will be available exclusively on TikTok, Instagram Reels, and YouTube from 4 December 2025.

Earlier this month, IPG Mediabrands’ specialist unit Azure collaborated with RHB Banking Group for a Deepavali campaign titled Light It Together, which aimed to celebrate the spirit of unity among Malaysians through a social-digital out-of-home (DOOH) experience.

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The #LightItTogether activation, launched during the Deepavali season, encouraged Malaysians to light a virtual diya (lamp) via RHB’s Instagram page. Each diya emoji and hashtag shared contributed to the brightness of a virtual flame displayed on a DOOH screen at RHB Headquarters on Jalan Tun Razak.

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Eddy Nazrullah, creative director at IPG Mediabrands’ Azure, said, “Our goal was to create something simple yet meaningful — an experience that brought Malaysians together and showed how small individual acts can create something powerful. Deepavali marks the triumph of light over darkness, and this activation brings that to life, showing that unity is the brightest light we share.”

Abdul Sani Abdul Murad, group chief marketing officer of RHB Banking Group, added, “At RHB, we’ve always believed that progress isn’t a solo pursuit. It happens when people come together, each adding a spark of their own. What made this activation truly special was seeing people of all walks of life contribute, with every greeting, every emoji, and every name helping the flame burn brighter. It reminded us that unity isn’t just something we talk about; it’s something we create together. When we share the light, we all shine a little brighter.”

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As participants engaged on Instagram, their names appeared on the DOOH display, and the virtual flame grew brighter. The illumination reached its peak at midnight on the eve of Deepavali, symbolising collective togetherness and the festival’s theme of light over darkness. The progress was also documented through Instagram Stories, allowing people nationwide to witness their shared effort.

Held from October 17 to 24, 2025, the Light It Together campaign garnered strong engagement, highlighting how creative use of technology can inspire participation and unity during the festive season.

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Hassan Alsagoff, regional head of loyalty & marketing at Grab, has been elected vice president. He joins new council members Abdul Sani Abdul Murad, group chief marketing officer at RHB, and Diana Boo, chief marketing officer at Boost. The new additions represent a wider mix of sectors as the association seeks to align with evolving market dynamics and the increasing influence of technology-driven companies in advertising.

Alsagoff will continue to lead the Tech Partners committee under the Engage pillar, working on closer collaboration between advertisers and technology platforms. He has held regional responsibilities at Grab since 2019, building experience in digital innovation and customer engagement.

In a statement on his appointment, Alsagoff said: “For a long time, MAA was shaped mainly by FMCG voices, but the industry has changed. With technology companies now contributing significantly to advertising expenditure, which reached about RM 6.1 billion in 2024, it’s important their perspectives are part of the conversation. My appointment as Vice President reflects this shift, and I’m committed to helping MAA build stronger bridges between advertisers and technology platforms while preparing the next generation of marketers for what’s ahead.”

Abdul Sani’s inclusion adds further senior-level marketing expertise from the banking sector. He commented: “The advertising industry is at a critical juncture where diverse voices need to be heard. I hope to bring a different perspective to the table and contribute to building a more inclusive and impactful MAA.”

He also added: “Having spent years across different facets of marketing, I believe every industry brings unique insights that can strengthen how we connect with audiences. I look forward to contributing these experiences towards MAA’s efforts in building a more relevant and responsible advertising landscape.”

Boo’s appointment underscores the rising presence of digital-first companies within Malaysia’s advertising industry. She has helped drive Boost’s expansion as a fintech and digital banking brand.

“It’s important that digital-first companies are part of the conversation as advertising continues to evolve. I’m excited to join the Council and work with industry peers to ensure that innovation and inclusivity go hand in hand,” Boo said.

MAA President Claudian Navin Stanislaus described the appointments as reflective of the industry’s changing needs.

“Hassan, Sani and Diana each bring unique perspectives that reflect the industry’s diversity and momentum. Their leadership will be vital as we work together to ensure the MAA continues to be relevant, as the voice of an industry that’s in perpetual transformation.

“For us, leadership is not about clinging to the past while politely nodding at the future. It is about handing the reins with trust, and the reassurance that experience will always be there to support… but never to hold back.

“Too often, energy is wasted holding the room still, while the world outside is spinning. It must instead be channelled into empowering new voices to lead, so the association stays true to our members, the industry, and the nation.”

Alongside the leadership renewal, MAA is shifting its delivery of industry insights from physical events to digital platforms. The association previously explored co-hosting an insight-sharing event with global tech partners but opted against proceeding due to event fatigue in the marketing sector and large-scale restructuring in the technology industry. It will instead focus on digital content to improve accessibility for members.

MAA is also looking to engage smaller technology players and strengthen collaboration with academic institutions to better prepare graduates for the marketing profession.

“We believe this shift will benefit all marketers, especially smaller players who often face greater challenges in gaining visibility and access. By focusing on digital content and new initiatives, MAA can provide more inclusive support and ensure that every voice has a place in shaping the industry,” Alsagoff said.

The leadership changes and increased emphasis on digital platforms mark a strategic repositioning for the association as it seeks to better represent a diversifying advertising landscape.

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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.

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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.

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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. 

“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.

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