Maxis releases MV, doubles as support avenue for Malaysian charities

Maxis has launched the second phase of its #KitaSapotKita campaign, which aims to bring entertainment and business content to consumers during the Movement Control Order (MCO) period. This time, the telco collaborated with 12 local artists, including local singers Faizal Tahir and Zee Avi, to produce a music video titled "Make It Through". The initiative is supported by media partners, Astro TV and Astro Radio. Maxis will also be promoting the campaign across all Astro platforms, and it will be amplified through the artists’ as well as Maxis’ social media channels.

The music video doubles up as an avenue for Malaysians to support Maxis' cause. It will be released on YouTube, Spotify, Apple Music and Joox, where the more it gets played and purchased, the higher the contribution to help those impacted by the pandemic. Malaysians can help generate revenue for the music video by viewing it on XENO Entertainment's YouTube channel, streaming the song on Spotify, Apple Music and Joox, or purchase the "Make It Through" Maxis-exclusive caller ringtone through a monthly subscription. All proceeds from revenue generated will go to charity fund Yayasan Kebajikan Negara for COVID-19 related charities.

Additionally, Maxis has also encouraged netizens to take part in a "Make it Through – Malaysians’ version" music video. Malaysians can create a heart shape on a piece of paper, record a video of themselves passing the "heart" from their right to the left and upload the video on their Instagram account with the hashtag #KitaSapotKita. Maxis will then select approximately 100 videos from these user generated content submissions and turn them into a special music video montage.

Tai Kam Leong, head of brand and marketing, Maxis, said the music video is about overcoming adversity together as a nation and inspiring optimism for tomorrow. He added that Maxis hopes to rally Malaysians to action for a positive cause by sharing and listening to the song. "We are grateful to the many parties who have been involved in the making of this campaign and video – all our talented artists, XENO Entertainment, Astro, and everyone who inspired us," he said.

This second phase of the #KitaSapotKita campaign comes two days after Maxis first announced its the launch of the campaign. For the first phase, Maxis tied up with business opinion leaders to co-create 100 stories with constructive tips and hacks on how to stay in business during this trying period. Among the list of entrepreneurs who have shared tips include Benjamin Yong of The BIG Group, Christy Ng of Christy Ng Shoes, Dahlia Nadirah of SO.LEK Cosmetics, and Roen Cian franchise owner of Gong Cha. Additionally, it also collaborated with influencers Alyssa Dezek, Fatin Afeefa, Sazzy Falak, Nana Sheme, Leona and Along Cham for #KitaSapotKita daily livestream sessions. Through the campaign, the telco hopes to show businesses how they can stay connected with consumers through video and editorial content, and find the right answers and spark ideas that will enable them to adapt and thrive during and post-MCO. 

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