RHB Bank's twist to surviving 2020 played up in Merdeka Day campaign

RHB Bank has launched a national day film for Merdeka and Malaysia Day which aims to restore hope and optimism for the nation as Malaysians continue to find strength to recover from the COVID-19 pandemic and its aftermath. In the face of the nation’s greatest ever challenge since achieving independence 63 years ago, this film serves as a timely reminder that doing good has always been the fabric of Malaysian identity, and that it is only through good actions together can the nation overcome this obstacle. The campaign was launched on 12 August 2020 and runs across all RHB’s social and digital channels in conjunction with Merdeka Day on the 31 August 2020 and Malaysia Day on the 16 September 2020.

Abdul Sani Abdul Murad, CMO at RHB Group, said, “In our weakest moments, we can only endure so much alone. But when we stand united, we can persevere even in the toughest of times. The pandemic has brought on uncertainty and the fear of having to face what’s ahead alone. But if we stand firm with the support of one another, we can overcome the challenges together – and that is what our brand promise ‘Together We Progress’ is all about.”

The film depicts a series of events showing individual Malaysians making the choice to do good and going out of their way to extend kindness to one another, even when it’s easier to do otherwise. The film then culminates with an act of unity, people coming together for the greater good to help reopen the doors that were shut to mark a brand-new beginning.

“This is indeed a challenging period for all of us as Malaysians, both economically and socially. And often, we become too distracted and tied down by our own problems; but it’s important for us to realise that during our greatest time of need, by being there for our fellow countrymen and working towards achieving a common goal together, we can rebuild our lives and the nation faster than if we were to do it alone – that is the message we want to deliver through this film,” Ong Shi Ping, FCB’s co-owner and CCO, added.

Meanwhile, Tjer Wang, FCB’s creative director, added, “Staying true to the spirit of the brand, we knew we had to uplift the spirit of Malaysians instead of dwelling on the doom and gloom. The message is simple yet pertinent to these times, because it’s stemmed from our own personal experiences and insights during this pandemic. Also, although going into production during this ‘new normal’ was an uphill challenge for us, we were very fortunate to have the support of great partners who ensured that SOPs were adhered to at every step of the way without compromising on the quality of the film.”

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