From patriotism to unity, how have Merdeka Days evolved?

It is common to see themes of unity, nostalgia, patriotism and happiness being highlighted in Merdeka Day films. While traditional media channels continue to serve as significant sources of advertising, online and social media platforms have become the predominant way of engaging consumers. The demand for online experiences has created challenges for brands seeking to engage their local consumers while instilling the authentic and original message of what Merdeka means to Malaysians.

Cadbury Malaysia, for example, leveraged technology to share the real story of Johan, a gentleman who was present during the iconic Merdeka Day in 1957. The brand turned the parade’s symbolic moments to life by projecting Johan’s memories onto the seats in the stadium where those moments happened.

Times have definitely changed over the last five years and even so, some values still remain the same. Industry professionals share with A+M how Merdeka Day ads have evolved over the last five years. 

Linda Hassan, group CMO, Domino’s Pizza Malaysia, Singapore and Cambodia

As we commemorate Merdeka with ceremonies, fireworks and jovial gatherings, we see just how advertising has evolved over the years to celebrate this special day. Merdeka ads have come a long way over the last five years but some things remain at the core of the messages. Our values remain strong with a clear message that always focuses on diversity, multicultural peace and harmony and let’s not forget heart-warming messages that ignite patriotism for the nation. Although the core messages remain the same, the way it is delivered has evolved.

As technology advances, new social platforms arrive and accessibility improves. Hence, overall access to different platforms have become easier and more prevalent. This has lent marketers the ease of seeding messages of peace, harmony and patriotism in much more effective ways, thus bringing the nation together as one regardless of race or ethnic background truly bringing the best multicultural experience there is.

Melati Abdul Hai, VP and CMO at McDonald's Malaysia

Over the past 40 years, the theme of togetherness has always been at the core of McDonald’s Malaysia’s Merdeka messaging, showcasing how the “Mekdi” spirit has been embraced by all Malaysians. We take pride in being a Malaysian company. This is evident through our various local menu offerings such as the beloved Ayam Goreng McD and Nasi Lemak McD, and McCafe’s efforts in “merakyatkan” (democratising) coffee for all Malaysians.

In our most recent campaign to unite Malaysians through our community-driven initiatives, we organised a nationwide blood donation drive. With the “Darah Menyatukan Kita” (Blood Unites Us) campaign, we are rallying Malaysians to come together to support a noble cause. This campaign truly captures the essence of who we are as Malaysians - that we all have one thing in common, which is the Malaysian blood that flows through each of us.

Stanley Clement, CEO, Mediabrands Content Studio

In the early days, Merdeka narratives always highlighted differences – shown through similarities in differences, culture and our vibrant diversity. These reflections over 60 years were important, as we embraced what it meant to have attained independence, recognising how we got here. As society evolved, so did these messages.

The last five years forced us to reimagine the true meaning of Merdeka through stronger themes of prejudice, breaking the divide and pride of the nation.

The pandemic saw a turning point where we as individuals had to look within, view our present struggles and empathise with our communities. This time of introspection shifted the narrative from memories of yesteryears to planting us firmly in the now. The importance of being in the present and looking out for each other is our future. Malaysians already know that we are unique and different. What matters is how we connect with one another, to truly touch the lives of those around us.

Ben Foo, group CMO at Taylor’s Education

We have witnessed many outstanding Merdeka films that built on the element of cultural values with the specific aim to cultivate tolerance and a sense of unity. And this has been the central theme for many brands over the years, especially in a multicultural society like Malaysia.

As for us at Taylor’s, our aspiration with all our festive films has always been to drive conversations surrounding the challenges faced by communities around us. We hope these message(s) would motivate deeper thought on situations that Malaysians are familiar with and remind our audiences that a nation can solve its deep-rooted issues and catalyse progress through education.

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