FCB Malaysia weaves a magical tale for RHB Bank - MARKETING Magazine Asia


FCB Malaysia weaves a magical tale for RHB Bank

Magic, resilience and Malaysia’s favourite fruit are the stars of RHB’s new Deepavali campaign

FCB Kuala Lumpur’s latest film for RHB Bank, ‘Light in a Time of Darkness’, tells the tale of Vikneswaran Allagu aka Vikey – renowned magician, Malaysian Book of Records holder and winner of the prestigious Merlin Award (the highest international magic accolade) – whose real-life story of resilience serves as inspiration for a nation trying to recover from the Covid-19 pandemic and the changes wrought in its aftermath.

With live shows, performances and show business no longer viable during Malaysia’s Movement Control Order, Vikey chose a very different route to provide for his family – becoming a durian seller. Undismayed by his initial lack of success in selling durian conventionally, Vikey’s fortunes took a turn for the better after he decided to add elements of performance into his sales pitch, creating Vikey’s Magic Durian shop.

Abdul Sani Abdul Murad, Chief Marketing Officer at RHB Group, said, “Malaysia and her people have lost so much to the pandemic this year. Now with the CMCO in effect again, Malaysians are even more concerned about the future than ever, and rightfully so. But as a brand that believes in ‘Together We Progress’, we want to remind Malaysians that staying resilient during these difficult times is the light that will eventually triumph over darkness, as demonstrated by Vikey’s incredibly powerful true story.” 

Meanwhile, Tjer, FCB’s Creative Director added, “The struggles that Vikey endured are not only real, they are, in some shape or form, things that millions around the world have been going through or maybe even are still going through right now. That’s why when we learnt about this story, we knew we had to tell it. And thanks to the amazing effort put in by the team at FCB and our production partners, we told it really well.”

“In its essence, this is a story about change and reinvention. It’s human nature to be fearful of change and being out of our comfort zone. However, when we do find the courage to take the first step towards reinventing ourselves instead of throwing in the towel, perhaps there’s hope that we can not only counter the devastating effects of this pandemic, but also thrive in everything that we do moving forward,” Ong Shi Ping, FCB’s Co-Owner and Chief Creative Officer, concluded.

The campaign began on 20 October 2020 and has quickly amassed close to 2 million views across RHB Bank’s social and digital channels in conjunction with Deepavali festive celebration on the 14 of November 2020.

Watch the film: https://www.youtube.com/watch?v=gaUtaD-uzyg

Vikey (right) teaches Kartik, the actor that portrays him the film some of his tricks
Vikey and family together with the cast that portrays them.

CAMPAIGN CREDITS

Title: Light in a Time of Darkness

Client: RHB Bank
Group Chief Marketing Officer: Abdul Sani Abdul Murad 
Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha 
Manager, Group Brand Communications: Anwar Amin 

Agency: FCB Kuala Lumpur
Co-owner & Chief Executive Officer: Shaun Tay 
Co-owner & Chief Creative Officer: Ong Shi Ping 
Creative Director: Tjer 
Creative Group Heads: James Voon, Jonathan Chan 
Copywriters: Izham Fazely, Megan Ong 
Head of Account Management: Sharon Rodrigues 
Account Executives: Alexis Au-Yong, Tim Lee 
Producer: Kenny Ng 

Production House: Love Child Film and TV
Film Director: Prem Anand Pillai
Producer: Maslin Roslan
Post house: Sotong Potong
Offline Editor:  Izmal Che Ahmad
Online Artists: Raffiq Omar, Coady Hoe
Colorist: Haren Chen
Music, Sound Design & Composer: GT Records
Executive Producer: Ram Nabil Chia
Producer: Munirah Razali
Sound Engineers: Christopher Grzybowski & Yew Tuck Seng

(Photo credit: 123RF)


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