Kuala Lumpur, Malaysia – Following a highly competitive pitch process, electricity corporation Tenaga Nasional Berhad (TNB) has awarded its integrated communications business to consulting agency Entropia.
Entropia’s services are a play between digital marketing and tech. The agency makes use of creative content, data, and analytics to design and execute campaigns and media.
For its first project, it has created a hopeful and charming campaign for the company titled “Deklarasi Anak Malaysia” (A declaration by the future generation) in celebration of National Day on 31 August and Malaysia Day on 16 September.
A three-minute long video has been released on TNB’s YouTube, where the company has gathered an ensemble cast of children from both East and West Malaysia to depict the campaign’s main message, the diversity and inclusivity of the nation.
Using the voices of children, the film reflects how frontliners and other everyday heroes stepped up during this unprecedented and turbulent time.
Also following this year’s theme for Malaysia day, “Malaysia Prihatin” (Malaysia Cares), the film spotlighted Malaysians from all walks of life overcoming challenges together to bring the message of fulfilling the promise of the country’s first prime minister Tunku Abdul Rahman’s declaration in 1957.
The video has been released on 28 August, and has so far garnered over 2 million views.
Datuk Wira Roslan Ab Rahman, TNB’s chief corporate officer said, “Our strategy is to become a globally-recognized energy company that is socially and environmentally responsible while creating consistently better value for our stakeholders.
He added, “We believe Entropia is the right partner to bring this to fruition. And with our first campaign, we hope to bring back the message of hope and care, inherent in Tunku’s speech, to Malaysians at this critical time.”
Meanwhile, Entropia Founder and Senior Partner Prashant Kumar said, “TNB is an unsung icon of Malaysia. It’s been a bedrock of Malaysia’s progress. And this is our first step towards telling that story better, at the cusp of content, data and technology, in a manner that resonates with the people at large.”
The campaign will run until Malaysia Day on 16 September.