‘Adik-Beradik’ Merdeka campaign by Celcom Axiata

2 years ago

Celcom launches diversity campaign to celebrate Merdeka Day

Celcom Axiata collaborated with M&C Saatchi Malaysia to launch a short film as part of its campaign to celebrate Merdeka Day and Malaysia Day.

The campaign aims to capture the diversity of Malaysia’s multi-cultural society and to celebrate all Malaysians.

The film is called “Adik-Beradik”, the short film tells the story of John, a visually-impaired Malaysian, and his group of friends.

Despite being blind from birth, John does not miss out on anything thanks to his friends.

The film aims to portray the values of respect, tolerance and acceptance that are truly Malaysian.

The film has garnered over a million views on YouTube. Similarly, the film has so far gotten more than 226k views, 3k reacts, 510 shares and 63 comments on Celcom’s Facebook page.

Celcom is planning to donate RM10,000 each to the Malaysian Association for the Blind, the Society of the Blind Malaysia and the National Council of the Blind, as soon as the film reaches two million views.

The second phase of the campaign will consist of a social experiment that will run from 3 to 16 September 2018.

The experiment intends to understand how Malaysians truly see each other.

“Celcom, a home-grown Malaysian brand, supports inclusiveness, racial integration and celebrates diversity.

We hope our Hari Kebangsaan and Malaysia Day campaign encourages impartiality and inclusiveness in celebrating all the differences that keep us together,” said Celcom Axiata head of marketing Grace Chan.

She added that humans are so conditioned to see things in a “worldly way” that they miss the opportunity to appreciate the uniqueness and values brought by friends from different races and religion.

“We sometimes judge to confirm our own biases and do not see beyond skin-deep. It will be great if we could all rise beyond our judgements and be an advocate of diversity and unity,” said Chan.

In the two’s previous collaboration earlier this year, Celcom Axiata launched the campaign titled “Unity”, featuring its own take on the song Hebat Negaraku.

The music video is a tribute to the colours, flavours, rhythms, places and faces that make Malaysia the nation it is today.



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