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.