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How’s your Indian?
24 Oct
This Deepavali, Prudential Assurance Malaysia Berhad, launched their “Share the Light” campaign to spotlight some unique intricacies of Malaysian Tamil culture and language.
The campaign, aimed to educate Malaysians on common misconceptions and assumptions, used humour to go beneath the surface of the Tamil language and traditions familiar to Malaysians.
Like…
“So which way do you fold your banana leaf?”
“What’s the name of the dot Indian women wear on their foreheads?”
“What does yengge porengge mean?”
These questions were asked by radio personality Aanantha Rajaram as he roamed the streets of KL, speaking to Malaysians to find out how much they knew about the customs and language of the Indian community in Malaysia.
A series of humorous videos testing Malaysians on their knowledge was also distributed across online channels and got more than 1 million views, with a reach of over 1.4 million.
The total number of engagements went over 10,000 as people shared the video in the spirit of the festive season.
Interestingly, many of who shared said they didn’t know the answers to a lot of the questions posed.
“Share the Light is our way of sharing our appreciation and love for the Indian community. We recognize that sometimes the community is overlooked by brands in their attempts to cater to the majority, but we wanted to highlight the importance of inclusivity in our marketing. We have many valuable Indian staff, agents and customers who have contributed to make the company the success it is today,” said Fiona Liao, Chief Brand Officer at Prudential Assurance Malaysia Berhad.
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.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
