Taylor's University tackles meaning of charity and empowerment in Raya ad

Taylor’s University's new Hari Raya film titled Sadaqah centred around the topic of helping the underprivileged through education that is conformed to the paradigm of charity. Sadaqah, which translates to charity, is all about helping those in need, said Taylor’s CMO Ben Foo. The eight and half minute long campaign video is set in the holy month of Ramadan and tells the story of Amin, a young beggar looking for a free meal for breaking fast. It additionally tells the story of his encounter with a ferocious restaurant owner, Kak Zaiton, whose unexpected act of charity inspires him to take a new outlook on life.

In the video, Amin is expected to work for his free meals. Although taken aback, he decided to oblige to the demands of Kak Zaiton. While he was running his errand, Amin came across another restaurant owner who provided free food without requiring them to work. Enthralled, Amin decided to abandon his post at Kak Zaiton’s restaurant and did not return.

However, as the layers of the story start to peel, viewers begin to understand Kak Zaiton’s intentions despite her stern approach. This happens as Amin unexpectedly runs into one of Kak Zaiton’s employees, Aini, in the video, and where he explains his reason for leaving.

Foo said that often, when people think of charity, they think about the usual good deeds – providing cash donations, free food and essential necessities, amongst other things. These are wonderful acts but equally powerful is the act of empowerment, so they have an opportunity to thrive in life, he said.

As the video aims to explore the larger social question of society’s approach to charity, Foo explained that the campaign keeps in line with the brand’s tradition of exploring bold and contentious topics for their festive films.“Most Raya videos encompass the customary themes of family and forgiveness. We thus wanted to break expectations with this festive ad to deliver a story laden with lessons for people to ponder,” he explained.

“For Amin, all he wanted was to be fed. So, when the ‘right’ opportunity came along that satisfied his expectations, it motivated his actions because he believed he did not need to be bossed around to get food. People respond well to their personal wants and desires,” Foo added.

According to Foo, Taylor's believes that education does not just benefit oneself but also enables the institution to help others. "Education is a tool that can make a lasting impact. The end of the film showcases this perpetual impact, as those who receive eventually grow to become givers,” he said.

Taylor’s approached its 2021 Ramadan video campaign in a similar way, as per the brand's traditional approach to its festive ads. Titled Maaf, which translates to forgiveness, the video tells the story of a single father apologising to his children over his perceived failures to adequately provide for his family. Instead of participating in the usual session of his children asking his forgiveness during Hari Raya, Taylor’s looked to turn the tables by having the father ask for their forgiveness instead. To date, the video received over 1.1 million views and many positive comments from viewers.

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