This year’s Hari Raya commercial from Astro is a love letter from Rohana Abdullah to her foster mother, Chee Hoi Lan, a retired kindergarten teacher.
It invites the audience to consider that when we “Bukalah Hati” or keep an open heart, we will be surprised by the ‘wonderful’ that finds its way into our hearts and minds.
This touching true story began in the year 2000 when Chee Hoi Lan was asked to care for a Muslim baby girl. Despite being of a different race and religion, she opened her heart and diligently raised the baby, Rohana Abdullah, as a Muslim.
Her incredible sacrifice was given national recognition in 2022 when she was awarded “Ikon Ibu Sejati Keluarga Malaysia” at the Maulidur Rasul 1444 Hijrah national celebrations.
Remarkably, making her the only non-Muslim recipient for this 2022 award by Malaysian Islamic authorities.
Rohana, now 23 years old, is an undergraduate in Universiti Teknikal Malaysia, Malacca.
Initially she was reluctant for her life story to be shared so publicly to protect the privacy of her now 83 year old foster mum whom she affectionately calls Lao Shi (which means teacher in Mandarin).
However, after much reassurance, Rohana and Chee Hoi Lan agreed to let their story be shared by Astro as a way to inspire more people to appreciate the importance of living life with an open heart.
Talon’s Creative Director, Erman Basiron, pointed out that life for the average Malaysian in the aftermath of the Covid-19 pandemic has been challenging.
He believes that an uplifting story that helps restore our faith in the goodness of our fellow Malaysians is a morale boost that the public could use right now.
Tammy Toh, Astro’s Director of Brand Communications and Sustainability said that when she first heard the inspiring story, she felt that it was one that deserved to be shared on a bigger scale so that it could touch the hearts and minds of many more in society.
She added that it is Astro’s ongoing social initiative to use its multiple platforms to entertain, enlighten and empower society with content that celebrates positive values which Malaysians should stand for.
Talon Creative worked with D Moving Pictures and closely collaborated with Dick Chua who undertook the challenge of directorial duties. He immortalised onscreen the emotions necessary for this sincere story to be well told.
Though the story was made for the Hari Raya 2023 festive season, the message to “keep an open heart so that something wonderful can find its way in” is an aspiration that can be kept close to heart by everyone for all times.
Client: Astro Malaysia Holdings Berhad
Group Chief Executive Officer: Euan Smith
Director of Brand Communications & Sustainability: Tammy Toh
Agency: Talon Creative Sdn. Bhd.
Managing Director: Gavin Teoh
Creative Director: Erman Basiron, Shiraz Faruqi
Senior Copywriter: Amirul Aswad Jafril
Copywriter: Azlin Abu Bakar
Senior Art Director: Akmal Khairie
Art Director: Zaini Zambri, Alisaiful Mohd, Aswyn Razali, Fahrul Fahlevi, Muhamad Zaihisham
Account Director: Jannah Adnan
Brand Manager: Syakilla Azman
Brand Executive: Jasmin Hani Junad, Ellyna Azizi, Saffa Rahim
Project Director: Shelly Ahmad
Head of AV: Sharon De Silva
AV Producer: Joella Choong
Production House: D Moving Pictures Sdn Bhd
Film Director: Dick Chua
Assistant Director: Yap Khai Soon
Executive Producer: Dick Chua
Producer: Jocny Lai
DP: Eric Yeong
Art Director: Jimmy Bong
Post Production: Asia Pacific Videolab
Post Producer: Ling
Offline editor: Gk Koon
Grader: Kah Seng
Online editor: Soon Foon
Audio Production: Real Time Studios
Music Composer: Danny Lim Teong Chin
Sound Engineer: Julian Lim JieMin
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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
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Campaign entries must have run between June 2022 to May 2023
For more details visit https://appies.com.my/ or contact Vishnu