ASNB honors silent familial sacrifices in Raya film

Unit trust fund Amanah Saham Nasional Berhad (ASNB) has launched its Raya brand film titled “Amanah Sulung” (Trust of the eldest child), in partnership with independent advertising agency Fishermen Integrated.  The film encapsulates the essence of familial sacrifice and underscores the importance of consistent savings for a secure future. 

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“Amanah Sulung” features the poignant journey of an elder sister, affectionately known as Kak Long, who forgoes her university education to support her widowed mother and four younger siblings.  

At the beginning of the film, Kak Long is presented as a hopeful, bright and smiling character. But soon, viewers are introduced to the realities of her life as an eldest daughter of the family, and the sacrifices she makes to care for her family every day. 

While the mother’s narration describes the eldest daughter as living in comfort, the film portrays her in a small flat. In another scene, while the voiceover states that Kak Long’s skin is untouched by the hot sun, the film shows her toiling under its scorching heat.  

Throughout the story, Kak Long is shown working tirelessly to save money for various expenses—pocket money for her mother, petrol, ASB savings, and motorbike servicing—none of which are for herself. 

Towards the end of the film, Kak Long gazes forlornly at her younger sister who manages to graduate from school, on her financial support. The narration takes a turn, as their mother realises the silent sacrifices which her eldest daughter has made for her younger siblings.  

However, the story ends on a hopeful and heartwarming note. On the first day of Hari Raya several years later, the mother discovers that Kak Long had foregone her opportunity to enroll into university, and shares the matter with her younger children. The younger siblings were touched by the news, and sincerely thanked their eldest sister for her sacrifices.  
 
The film culminates in a touching twist where Kak Long’s sacrifices lead to her younger sibling’s graduation, symbolizing the fruition of her efforts. 

The narrative employs a compelling juxtaposition between the mother’s optimistic voiceover, highlighting the family’s perceived well-being, and the contrasting visuals that reveal Kak Long’s silent sacrifices. The storytelling technique emphasizes the often-unseen burdens shouldered by elder siblings, ASNB said in a release. 
 
“Hari Raya Aidilfitri is a time when we pause to appreciate the people who matter most,” said Fadzihan Abbas bin Mohamed Ramlee, chief executive officer of ASNB.  
 
“Through ‘Amanah Sulung’, we wanted to honour those quiet, powerful moments of giving— the ones that often go unnoticed but shape our lives in meaningful ways. At ASNB, we believe that every small act of saving can lead to something greater — not just for ourselves, but for the people we care about most,” he added.  
 
Meanwhile, Andrew Tan, executive creative director at Fishermen Integrated said “Collaborating with ASNB on this project has been a humbling experience. We aimed to craft a narrative that not only touches hearts but also reinforces the significance of financial foresight.” 
 
"‘Amanah Sulung’ presents a unique angle, shedding light on the often-overlooked sacrifices made by elder siblings—a story not commonly explored by brands. With Rewan Ishak’s cinematic eye, film direction and Senilab Films Production behind, what was just a unique observation has become an emotive and meaningful Raya film,” added Tan.  

According to ASNB, which comes under Permodalan Nasional Berhad, this inaugural Raya film is a part of its rebranding initiative. ASNB had unveiled its new look in 2024, featuring a new and modernised logo.  

Earlier this year, ASNB also partnered with Fishermen Integrated to release a Chinese New Year ad titled “Jom Mula, baru Huat!” (‘Let’s start, then we’ll prosper’), promoting its unit trust funds and the myASNB mobile applications. The ad ends with a rap tune which blends Malay, English and Hokkien, playing on the popular festive term “huat” (prosper).  

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