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Maxis celebrates Hari Raya with Deria Takbir video
24 May
Maxis has showcased its recent video focusing on celebrating Hari Raya for those who are hearing-impaired.
The Takbir is an important part of Raya celebrations for Muslims around the world. Unfortunately, the deaf can feel left out when participating in the prayers.
Inspired by these challenges, Maxis has created a mobile app in conjunction with Raya this year, enabling the deaf to experience the Takbir through visuals and vibrations for the first time.
To create the app, Maxis worked with the Malaysian Federation of the Deaf (MFD) to better understand the challenges that the deaf community experienced, as well as consulted Islamic Affairs Officer and Imam of Masjid Ara Damansara, Uztaz Mohammad Khairul Bin Mohd Lias.
Utilizing pre-existing accessibility features already present on iPhone, such as the haptic engine, the result was the Deria Takbir app, which converts real-time sound waves into cymatic visual patterns and haptic feedback, allowing users to feel the Takbir’s rhythm and melody.
The video depicts Faiz, a little boy who is deaf in real life.
On Raya, his father hands him the iPhone with the Deria Takbir app and for the first time in his life, Faiz experiences the feeling of being present during the Takbir. He uses Maxis’s Deria Takbir app to pray and at the same time be able to participate in the group prayer at the masjid using the app.
This app converts sound in real-time into haptic vibration and cymatic visuals, bringing the closest feeling to the Takbir Raya for the hearing impaired to spiritually immerse and celebrate the joy of the season with others.
“We found this campaign to be especially meaningful as there were many parties involved in creating this campaign – from the iPhone team and the inherent features of their devices, to the MFD for giving us valuable insights, consultation with Uztaz Mohammad Khairul, our agency partners and everyone who inspired us,” says Tai Kam Leong, Maxis Head of Brand & Marketing.
CREDITS:
Maxis: Head of Brands & Partnerships: Tai Kam Leong Head of Marketing Communications: Pamela Chia Marcomm Specialist: Nick Yap Content Marketing Specialist: Krystal Tan
Creative Agency – Leo Burnett Chief Creative Officer : Abraham Varughese Executive Creative Director : Iska Hashim Creative Director: Walter Teoh Creative Group Head: Kimberly Yap Account Director: Vinz Low Copywriter: Idzwan Johar Senior Art Director: Chan Sze Mei Art Director: Nelson Tse
Production – Directors Think Tank Executive Producers : Rajay Singh, Pat Singh Film Director : Maurice Noone DOP : Anu Moothedath 1st AD : Heng Tek nam Producer: Deshen Heng Art director : Jarrod Wai Wardrobe : Darren Siew Make-up & Hair : Monica gill Production Manager : Subash Krishnamurthy Editor: Affandi Jamaludin Music & Audio: 2am Post Production : APV
Ministry XR App Development UX Director: Ivan Gerard Khoo CTO: Dr. Andrew Yew Client Relationship Manager: Fay Lee Project Manager: Faisal Athar Lead Engineer: Asyran Amin Engineer: Nadia Marzuki UI/UX support: Nu Farain & Aiman Haris Cymatics visual support: Zaid Suki
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