Maybank brings forth a daughter's love for her father through Papa’s lunchbox

Maybank has created a brand film in light of Chinese New Year, entitled "Papa’s Lunchbox". The film aims to encapsulate values of togetherness, courage and shared prosperity.

The film follows a daughter’s perspective and her relationship with her father - one that contains moments of joy as well as sorrow. The crux of the film is to show an uplifting storyline of a father who is supportive of his daughter, placing his dreams and self-interests second to hers. When she sees the hardships he is put through, and the challenges he has overcome, his daughter reminds him of the values he had taught her which eventually lead to him gaining a fresh perspective.

The film starts with a first person point of view of the daughter reminiscing intimate moments and core memories with her father in her childhood, of him encouraging her to take risks, telling her to brave and fearless, and spoiling her with delicious food while teaching her to share it as well. However, their relationship sours as she grows older and he becomes disenchanted with life’s circumstances. He eventually loses his job which pushes his daughter to take action and remind her father of all that he used to be and do. This reignites in him a desire to return to his younger self and engage in the activities that made him and his daughter happy. He opens his own restaurant, spreading joy through food.

The film celebrates the idea that life is full when we live courageously and passionately, and that ‘ong’ is best served when its shared. Ong, a word of Cantonese origin, means prosperity.

In 2018, Maybank had launched another Chinese new Year film exploring themes of family, forgiveness and togetherness. The four-and-a-half-minute film tells the story of reconciliation between two sisters, driving home the message that conversations bring people closer and strengthen ties. The film features two sisters growing up in the 1990s. Although life was tough when they were young, the sisters managed to find joy in the midst of hardship. However, their relationship changed when the elder sister left home suddenly, breaking the close bond between them. Over the years, the elder sister attempts to reconnect with her estranged sibling but without success till Lunar New Year in 2018, when things take a new turn and they reunite with each other.

Maybank has generally made active efforts to capture local stories that tug at heartstrings and reflect the common man's experiences. In 2019, the company unveiled a MYStories campaign that honoured unsung heroes. 

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