Malaysia Day roundup 2021: Brands encourage Malaysians to stand tall amidst challenges

Malaysia plans to transition to an endemic phase by the end of October, The Star recently reported. As the country plans out its roadmap for the future, preparations for Malaysia Day celebrations are also underway, with the government imposing strict SOPs as advised by the National Security Council and the Ministry of Health, to prevent the spread of COVID-19.

Communications and Multimedia Ministry secretary-general Mohammad Mentek said recently that this year's celebrations will be similar to last year's where it did not involve physical spectators, Bernama reported. He added that a variety of competitions and activities have also been lined up in conjunction with the celebrations. These include a virtual poetry recital competition, the Joget Malaysia TikTok competition, and a storytelling competition for children, Bernama added. Ahead of Malaysia day, some brands have also launched feel good brand films to celebrate the occasion. Here's a look at some of the ads created by local and international brands this year:

Astro

Astro's Tanah Tumpahnya Darah Kita documentary begins with the story of one man who detailed his sacrifice in the army through letters to his wife and young family. It eventually progresses to include the stories of other veterans whose valour in defending our country transcended race, creed, language and culture. In retracing the steps and trials of these brave men, Astro recruited a group of young Malaysian artists including Red Hong Yi who were all keen to be involved in the interpretation of the sacrifice by Malaysia's soldiers. This documentary was first announced in line with Astro's 25th anniversary last month and was done in collaboration with Naga DDB Tribal.

Celcom Axiata

As part of its "U Ok Tak?" campaign which first launched during Merdeka Day, Celcom Axiata is also encouraging users to once again check in with their friends or loved ones and be with one another this Malaysia Day. Thevideo was done in collaboration with M&C Saatchi Malaysia.

Grab Malaysia

In celebration of all the great flavours in Malaysia, Grab launched a video titled Malaysian's Greatest Makan Hits to pay tribute to Malaysians' favourite food and the best places to get them on the Grab app. Graph Studio, Gurafu Post and Wavefarer Audio were involved in the production of the video.

Oppo 

OPPO's Malaysia Day film titled "D Flat" showcases protagonist Fahmee, balancing the narrative of his human story of loss of income and photography studio, alongside interruptions from noisy neighbours, with the product role of his Reno6. He eventually navigates through these upheavals and appreciates the sense of unity and togetherness his neighbours bring. The video was done in collaboration with Ensemble Worldwide.

Taylor's University

Taylor’s Malaysia Day video starts with a gloomy narration of what the uncertain future may bring. As the visually-dramatic animation progresses, viewers are taken to a walkthrough of past events throughout different timeline in Malayan history, exhibiting extraordinary individuals who personified the spirit of hope and inspiration – dubbing it the spirit of the Rakyat Hero and how today, the same spirits are exemplified by Malaysia’s very own ordinary-everyday citizens. The video features four notable figures in Malaya – Dr Wu Lien-Teh, Sybil Kathigasu, as well as Major Wong and Sergeant Adnan.

Meanwhile, other brands also previously celebrated Malaysia Day ahead of time in their Merdeka Day films. 

MILO 

MILO Malaysia worked with Reprise Digital for a fully animated film to commemorate the Merdeka and Malaysia Day celebrations. Inspired by the "Malaysia Boleh" spirit, the film "Tetap Di Sisi Walau Berganti Generasi" showed a series of motivational messages with MILO as a symbol of strength that has stayed with the locals over many generations.

PETRONAS 

PETRONAS and Ensemble Worldwide released an animated film, “Demi Cinta'' (In the name of love), to commemorate the Merdeka and Malaysia Day celebrations. The film is a meaningful reminder for Malaysians to face the challenges ahead with resilience and love.

Tenaga Nasional  

In the true spirit of Malaysia's National Day, Tenga Nasional (TNB) and Entropia released Merdeka campaign film, "Raikan Malaysia Kita", which celebrates the positive energy of Malaysians in the face of adversity. 

Texas Chicken

Texas Chicken Malaysia embraced the Malaysian heritage and celebrated its homegrown talent through the power of music in the "Merdeka Beats" campaign. For generations, Malaysians have been united and inspired by music and the arts, and in this challenging time, Texas Chicken Malaysia hoped it could get the people moving on their feet - united as one and moving with the rhythm and beats of Merdeka

Wonda Coffee 

To celebrate 64 years of being a multicultural country, Wonda Coffee brewed up a campaign about unity and diversity. Together with creative agency, Naga DDB Tribal, the brand launched a film addressing colour discrimination by featuring cups of different colours, shapes and sizes.

Have you seen any other films that caught your attention? Reach out to us at liping@marketing-interactive.com.

Photo courtesy: 123RF

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