Maxis portrays true story of selfless teen in new Merdeka campaign

Communications service provider Maxis has released a new brand film in celebration of Merdeka Day.

The film aims to capture the essence of Merdeka and is inspired by a true story of a teenager named Aiman Ariffin, who stayed back after the Merdeka celebration to clean up the trash from the event, demonstrating his love for the country through a simple yet powerful act. 

His passion for the country and selflessness caught the attention of Malaysians and was deemed commendable by multiple news stations. When A+M reached out, Wong Tse San, head of brand and marketing said Aiman's story was chosen as it showcased that love for the country can be shown in many new ways whether big or small and that the spirit of patriotism is still well and alive amongst the younger generation. 

Don't miss: Maxis partners Singtel for Malaysia's first all-in-one 5G network platform

The film starts with Aiman leaving his room in a mess as he rushes off to see the fireworks during the Merdeka celebration. His father tells him to come home straight after the countdown. 

Later at 2:15am, his father receives a text to a video link revealing that Aiman had been cleaning up rubbish after the event. He scrolls through social media to find many more videos of his son cleaning. 

Aiman returns home late to his father waiting in the living room. He apologises and makes an excuse for being late but later confesses the real reason. 

He said that he felt angry and ashamed when he witnessed fellow Malaysians littering during the Merdeka fireworks countdown. He shared that as he was picking up litter, other people joined in to help, calling it "the spirit of Merdeka". 

The film was created in collaboration with Leo Burnett, with the creative team working closely with Reservoir Production to bring the story to life. It will also run across TV, print, digital and social. 

“We had the honour of speaking to Aiman personally and were moved by his passion for the nation. We came out of the meeting deeply inspired and wanted to share the spirit of Merdeka with all Malaysians,” said the creative team at Leo Burnett.

“When I read the script, what attracted me most was the contrast. And so I set out to highlight the stark contrast between the pride of flag-waving and the careless act of throwing rubbish,” said Ismail Kamarul, film director at Reservoir Production.

This inspired Ismail to craft the film in a way that would prompt viewers to reflect on what true patriotism really means.

“As a reliable connectivity provider, Maxis believes in the importance of following through on our commitment by doing the little things right, consistently. That’s why this story resonated deeply with us. We hope this film inspires more Malaysians to also do the everyday, little things right consistently as we progress together as a nation” explained Wong. 

With the campaign running up until 16 September, Maxis invites everyone to embrace the essence of national day by focusing on the little things that make a big difference, highlighting how acts of thoughtfulness and responsibility contribute to a stronger Malaysia. 

With Merdeka Day fast approaching, Malaysian brands are putting out campaigns to showcase what the day means to them and Malaysians. 

Recently, Malaysian-owned quick-service restaurant Marrybrown released its first ever film in celebration of Merdeka Day. 

Directed by Grim Film, the four-minute film is a celebration of Malaysia's national pride and the brand's powerful narrative of how it became a part of the Malaysian story.

From its early days in Johor Bahru, when international fast-food giants ruled the scene, Marrybrown stood out by staying true to its roots, offering flavours that are unmistakably Malaysian, according to a statement seen by A+M. 

The brand film captures the essence of being Malaysian through the eyes of two individuals who've grown up with Marrybrown as part of their lives. 

Related articles: 
Maxis partners Huawei to push forward Malaysia's global digital ambitions
Maxis invests RM813M to enhance mobile network
Maxis wants you to embrace new and meaningful connections this Raya