INTI highlights the meaning of family and community in times of crisis

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INTI International University & Colleges in Malaysia has released a video titled “A Family Story”, in collaboration with Directors Think Tank and Ensemble. The video showcases an emotional take on the choices of young students and their families during Malaysia’s recovery period amidst the COVID-19 pandemic.

In a situation where post MCO has become a time of survival both financially and emotionally for many, the video unravels what family and community really mean in times of trouble, and leaves behind the lessons of never giving up, even when time seems at its lowest. In a statement to A+M, Timothy Johnson, INTI’s senior VP for marketing, products and partnerships said that the video came about as INTI thought about a message to communicate in these times of uncertainty, subsequently settling on a story that it hoped would lift the spirits of all university students returning back to university and at the same time encourage those who are still undecided to journey with INTI. Headded that the video will be executed on platforms including Facebook, Instagram and YouTube.

Set against the backdrop of a typical small town Malaysian family, it follows the story of Jia Mei – actress Sarah Tan Qin Lin, and her mother, whose home is never short of the antics and ruckus caused by the neighbourhood children she babysits. Often caught in the center of chaos and disruption, Jia Mei is overwhelmed by the lack of her own space, and the time her mother spends away from her to make ends meet.

According to Johnson, the story referenced real Malaysian families and communities, and hoped to remind fellow Malaysians to not give up easily, even when things were at their worst. He added that INTI acknowledged that things would continue to stay tough and hard decisions would have to be made, but there would always be opportunities and means, if people were brave and open enough to look for them.

“As an institution that has walked alongside our students, lecturers and fellow professionals during this crisis, the story’s tagline ‘The journey continues on, We’ll walk it together’ is really our message of hope for all our fellow Malaysians going through this tough period,” Johnson explained.

This is not the first time INTI has released videos that touch the heart, or revolved around the lives of Malaysians. Recently in June, it unveiled a comedic parody featuring the lives of students post-MCO. Produced as a parody of of a well known Tamil film, Chandramukhi starring superstar Rajinikanth, the six-minute video has garnered more than 100,000 views on YouTube till date. In May this year, it also released a video wishing safety for Malaysians who were returning to the workforce with a fantasy Star Wars spin to it, featuring Malaysian health director-general, Hisham Abdullah, as a Jedi (a Star Wars character) with a lightsaber battling the COVID-19 virus.