FCB SHOUT places purpose at the heart of RHB’s Eid Al-Fitr film

Titled ‘Pengembaraan Sempurna’ (A Perfect Journey), RHB Bank’s latest Hari Raya film, which was conceived and created by FCB SHOUT, tells the true story of Ramli Aziz, a retired police officer who builds disabled-friendly tricycles using scrap items that are 100% recyclable.

After losing his leg about 20 years ago to vascular failure, Mr Ramli noticed that there was a lack of bicycles in the market that were suitable for people living with disabilities like his, which inspired him to embark on this new journey after his retirement.

His endeavours have since not only empowered many in the disabled community to enjoy the freedom of movement again, but his insistence on using recyclable materials to create the hand-built vehicles has also raised awareness for the repurposing and recycling of everyday items.

Inspired by Mr Ramli’s selfless work, the festive film demonstrates the power a new purpose can bring to a person or even an object via a heartwarming story about a bicycle-loving boy who feels like he had lost his purpose in life due to his disability, that is until he met his kindhearted neighbour, Pak Cik Ramli.

Abdul Sani Abdul Murad, Chief Marketing Officer of RHB Group, said, “It’s human nature to always want something new and discard whatever that we deem as old or flawed. We often think that just because something or someone is damaged, they have no value or purpose in this world anymore.

But Pak Cik Ramli’s story is a timely reminder that as long as we are willing to look past the rough edges and flaws, we will be able to see beauty that has a greater purpose in this world, be it in a person or even an object.

And as a Bank that is taking immense strides in fulfiling our ESG commitments, this story is very close to our hearts as we believe that recycling and repurposing are key to creating a more sustainable future for all.”

Meanwhile, Tjer, FCB SHOUT’s Head of Creative, added, “The real challenge for us when it came to telling this story was drawing a parallel between people and objects using one common thread – imperfection.

This story is as much about environmental sustainability as it is about humanity, and to be able to shine the spotlight on both with such a charming and relatable true story was not an easy feat, so a lot of the credit has to go towards our production partners at D Moving Pictures and GT Records.”

“While Hari Raya is a time where we look forward to new beginnings, perhaps Pak Cik Ramli’s story can inspire us to also look deeper into the things or people around us that have been left behind by the world, so that we can find a newer and even greater purpose for them to keep progressing,” Ong Shi Ping, FCB SHOUT’s Co-Owner and Chief Creative Officer, concluded.

To date, the film has received tremendously positive reviews and has become RHB’s most shared Raya film to date.


MARKETING Magazine is not responsible for the content of external sites.

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene