Hong Leong Bank discovers the story behind Ipoh's famous confectionary in new CNY campaign

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Hong Leong Bank is retelling the inspiring story behind Sin Eng Hoe biscuit factory in its new Chinese New Year campaign titled "Wealth of a lasting legacy".

The brand film highlights the biscuit makers' long legacy in the industry, rooted in their tenacity, creativity and spirit of upholding traditions and values.

"Wealth of a lasting legacy" begins with bringing viewers back to 1982 where a family is seen making biscuits together. The father tells his children that making biscuits is just like doing business and that they should always be honourable and not cut corners.

Don't miss: These are the best CNY ads in Malaysia for 2024

The film later cuts to short interviews of Ng Kin Hoe, the current owner of Sin Eng Hoe and Mr. Voon a loyal customer who's enjoyed the brand's Kaya puffs for more than 50 years and Bobo.

It also featured interviews with Bobo, a supervisor, bakers Lai and Jenniefer, senior baker Uncle Tong and shop manager Sister Keng. Each interviewee shares their fond memories of working at Sin Eng Hoe.

The film ends with Ng and his team standing at the storefront with a quote from Hong Leong Bank that reads "As your legacy prospers across generations, we're here for you."

"As a Bank, we are proud to have provided long-term, personalized support to all our customers. We want to use our platform to elevate these stories of families and businesses, shining a light on their journeys through heartwarming narratives," said Zalman Zainal, chief marketing and communication officer of Hong Leong Bank.

"We wanted to showcase Sin Eng Hoe as a great example of how a business can succeed through the generations with the support of our personalized products and services."

In addition to a brand film, Hong Leong Bank has revealed its refreshed focus on wealth management. The bank will also launch an inaugural podcast series coming out in February 2024 with episodes discussing tips, insights and burning questions regarding wealth accumulation.

Hong Leong Bank is also offering special promotions for customers planning to kick-start their wealth management journey where they can stand a chance to win over RM30,000 when the invest through Hong Leong Bank Connect online from now until 31 May 2024.

Heartwarming films have become rather popular this Chinese New Year with brands such as Petronas and Maxis featuring family-centred stories. One brand that has taken a different approach though, is internet provider Time. Time ditched a heartwarming story and released a humour-filled campaign titled "Your father's ad."

In "Your father's ad", viewers are taken on a journey alongside an Indian family celebrating the new festive period and learn how they can customise their internet ad as if it was their father's company.

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