Maxis grooves into Raya celebrations with story of musicians with disabilities

Maxis has launched its Raya campaign, “Riang Raya Maxis”, which compromises a festive film, "Last Kopek", that tells the story of a group of musicians with disabilities, who rely on each other to make the most of their situation amidst challenges. 

For the brand's Raya campaign, Maxis collaborated with Persatuan OKU Sentral to work with people with disabilities (PWD) who are also musicians. The musicians' performances are then featured on virtual “cubes”, digital screens that enable the musicians to go from performing at one place to dozens at once. Malaysians can also share their rezeki by scanning the QR code on the cubes to donate directly to Persatuan OKU Sentral. Beyond that, Maxis is committed to identifying the digitalisation needs of PWD to tailor a digital workshop for them under its eKelas Usahawan initiative.

The virtual cubes will be open for the public to access across various locations in Malaysia. The locations are NU Sentral, Kuala Lumpur, and Kota Bharu Mall, Kota Bharu. Additionally, the songs performed by the music group will also be played in Maxis Stores nationwide. "Last Kopek" celebrates the drive and inspiration of various communities around the country, while inviting viewers to share Raya blessings with them, by sharing their music on digital platforms. Malaysians can also watch short video interviews with them on Maxis’ social media pages and website. 

Through this campaign, Maxis aims to bring Malaysians together to unlock new possibility through technology and lagu Raya (festive songs), as part of its wider Rangkaian Kita, Rangkaian Malaysia commitment, said the brand in a press statement.  Rangkaian Kita, Rangkaian Malaysia was launched in February 2022 as a new campaign, with aims of empowering all Malaysians and businesses in the country to be connected in every possible way, according to an earlier press statement. 

On why the brand chose to focus on this particular angle for Hari Raya, the brand said while digital has enabled many to thrive during the pandemic, the livelihoods of some communities still depended on the ability to access and connect with others. It thus looked for ways to use technology to bring Malaysians closer together, that would at the same time help unlock their potential. Head of brand and marketing, Maxis, Tai Kim Leong added, “We believe that technology should enable and connect everyone, in every possible way, so that we can always be ahead together."

Maxis’ collaboration with Persatuan OKU Sentral also highlights this, as the brands worked together to bring more positive impacts to the community and ensure that no one would be left behind.

 “Persons with disabilities are extraordinary and possess different talents, that’s why they are often the early adopters of technology which enables them to do more. It is inspiring to see how we can empower them to expand their income opportunities and achieve new possibilities with the right digital tools,” added Ras Adiba binti Mohd Radzi, president of Persatuan OKU Sentral.

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