Hong Leong Bank & Naga DDB Tribal feature local buskers festive ad “Suara-Suara Raya” - MARKETING Magazine Asia


Hong Leong Bank & Naga DDB Tribal feature local buskers festive ad “Suara-Suara Raya”

As Malaysians prepare to celebrate a socially-distant Raya in view of the pandemic and Movement Control Order (MCO), Hong Leong Bank (HLB) and Hong Leong Islamic Bank, in partnership with Naga DDB Tribal, have launched a Hari Raya campaign, with the release of ‘Suara-Suara Raya’ (Voices of Raya). 

“Suara-Suara Raya” is the bank’s effort to encourage Malaysians to make the most out of this Raya, starting with taking important steps toward a stronger financial future, through rewards and incentives on key products.  

To bring the campaign to life, HLB and Naga DDB put together some of Malaysia’s most talented local buskers, who like much of the entertainment industry, have been severely affected during the pandemic. 

The buskers featured in the festive video include Maha Jefferey, Josh Thomas, Qiera, David Soh, Aidil and sisters Amirah Syamimie and Amirah Syamida. The festive ad features a special performance of  ‘Suara-Suara Raya’, a tune that pays homage to the much-loved, ‘Satu Hari di Hari Raya’ by M. Nasir. 

“The festive video produced in collaboration with our talented local buskers aims to share the Raya spirit (and) it is an adaptation of a classic Raya song by putting a twist to the lyrics, resonating with the challenges we have endured over the past year,” said Chief Marketing and Communication Officer of HLB, Zalman Zainal. “It may be our second Raya where we have to deal with the shadow of the pandemic, but together, we have to maintain a positive outlook and continue to make the best of the ongoing restrictions and overall situation and realise how far we have come and to look forward in anticipation of better days ahead.”

According to a statement released by HLB, they  will also feature the buskers and other talents in the upcoming Suara-Suara Raya live concert via Facebook Live on Friday, 21 May 2021.

“In a socially-distant world, it is heartwarming to be able to put together a campaign that not only builds a brand story, but also genuinely helps segments of society that have been hit hard by the pandemic – our beloved live music performers,” said Heshvin Vasudevan, Naga DDB Art Director. “With this collaborative effort between HLB and Naga DDB, we are happy to lift the spirits of our fellow Malaysians as we welcome the Raya celebrations this year,” Shaiha Shazali, Naga DDB copywriter, added.

HLB’s ‘Suara-Suara Raya’ campaign will run from 27 April – 11 June 2021. The campaign features a guide on how to make the most of this year’s Raya celebration, covering topics for Raya prep that includes fashion, home décor and fitness. 

The bank is also giving exciting rewards and cashback across key products and services which customers can easily access digitally via HLB Connect, the Bank’s online and mobile banking platform, to start taking steps towards financial sustainability.


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