Havas Malaysia Adds Local Flavour to the Launch of Malaysia’s First National EV

Malaysia’s automotive company, PROTON, has officially launched its first battery-powered electric vehicle, the Proton e.MAS 7, on 16 December 2024. Among an array of launch materials, a standout is a 4-minute product video crafted by Havas Malaysia, creatively celebrating a beloved traditional Malaysian pastime, the game of ‘Guli’ – a childhood favourite that features colourful marbles.

The Proton e.MAS 7 was first teased in August with a camouflage wrap that generated widespread curiosity and excitement. It later took the spotlight during the 4,020 km e.MAS 7 Tour, which traversed all 13 Malaysian states.

The much-anticipated grand reveal took centre stage at a high-profile launch event officiated by the Prime Minister of Malaysia, YAB Dato’ Seri Anwar Ibrahim. Under the tagline ‘Intelligence that Electrifies,’ the e.MAS 7 was showcased in its full glory, marking PROTON’s bold step into the future of sustainable mobility.

In the product video, a ‘Guli’ marble springs to life upon seeing the e.MAS 7. Determined to catch up with the sleek EV, the marble embarks on a chase, overcoming various obstacles in its pursuit of a ride. In a nostalgic nod to PROTON’s legacy, the video also features a cameo by the Proton Saga, Malaysia’s first national car.

“This is a momentous occasion for PROTON and the people of Malaysia. I deeply appreciate the creativity that Havas Malaysia brought to the launch of Proton’s first EV as we strive towards charging Malaysia forward,” remarked Pn. Salawati Yusoff, Chief Branding Officer of PRO-NET, the new energy vehicle arm of PROTON.

“No matter our differences, we’ve all come together for a game of ‘Guli’ when we were young. The clear glass marble with a colourful core symbolises the vibrancy and unity of the Malaysian people.” explained Nizwani Shahar, Chief Executive Officer of Havas Malaysia, “The e.MAS 7 is set to re-energize the Malaysian spirit while paving the way for a sustainable future for generations to come.”

“We wanted the story to authentically reflect the Malaysian roots of the Proton e.MAS 7 and deeply resonate with the people of Malaysia. By incorporating ‘Guli,’ we not only celebrate our rich culture but also distinguish the video from conventional EV campaigns. It is, after all, Proton’s first EV,” added Donevan Chew, Chief Creative Officer of Havas Malaysia.