Sunway Group shines ray of hope for struggling B40 families in Deepavali film

Sunway Group has rolled out a Deepavali titled "Light of Hope" to showcase its #SunwayforGood Food Bank programme which was to help Malaysians during challenging times. Inspired by the true story of Malarvelli’s family, one of the beneficiaries of the food bank programme, Light of Hope depicts the struggles and hardships confronting thousands of B40 Malaysian families particularly those who lost their jobs during the COVID-19 pandemic.

Creative agency Ad Asia and director Kelvin Anthony from production house Homegrown Digital were responsible for the ad, which will run mainly on the brand's Facebook page. A spokesperson from Sunway told A+M that it hopes to get as many Malaysians to lend their support to the food bank via this video. 

The food bank was launched in August this year in conjunction with National Day and Malaysia Day. The conglomerate used its National Day video to educate the public on the impact of food security. Meanwhile, the programme also aims to bring together Malaysians in the spirit of helping bottom 40% income-group families threatened by hunger due to COVID-19. Held until 31 December, the programme pledges to collect 40,000 kilogrammes of food, with the aim to surpass that target by end-2020 which will feed 25,000 individuals in B40 families worst hit during the pandemic.

Separately, the brand reappointed VoxEureka last month for digital communications duties. Under the renewed scope, the agency is tasked to carry out data-driven strategic and reputational storytelling, comprising both creative and content development. The agency was first appointed last year to optimise the group's digital communications content strategy across its social media assets and Sunway Stories website.

According to VoxEureka, the extension with Sunway Group further exemplifies its working relationships with other Sunway entities including PR work for Sunway Pyramid and Sunway Medical Centre Velocity.

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