Reprise & MBSB Bank inspire Malaysians to keep roaring in the Year of the Tiger - MARKETING Magazine Asia


Reprise & MBSB Bank inspire Malaysians to keep roaring in the Year of the Tiger

Reprise Digital, the full-service integrated communications agency within the IPG Mediabrands network, has released a bittersweet yet inspiring film for MBSB Bank to set the scene for Chinese New Year.

Titled ‘Keep Roaring’, the film highlights a different perspective on adversity and hardship. Through a narrative that looks back in time, we see protagonist Lau Chin Wah questioning the challenges of his life as he leaves behind his passions, only to return full circle to it with a message of hope to never give up.

Kevin Le, Executive Creative Director of Reprise, said, “The film was inspired by Malaysians who gave up their passions to fulfil the expectations of others. It was also inspired by all those who faced adversity with the pandemic and recent flooding across Malaysia. We chose to use this popular Chinese saying within the film – at the end of bitterness, comes sweetness – to truly signify the sentiments of the film. Though life is filled with challenges, it is also filled with a lot of joy. As long as we keep believing in ourselves, we will be able to appreciate the good (sweetness) that follows the bad (bitterness).”

Azlina Mohd Rashad, Chief Corporate Officer of MBSB Bank, said, “‘Keep Roaring’ hopes to capture the spirit of the Year of the Tiger to its fullest as a symbol of vitality, bravery and strength. We wanted to tell this tale of hope through adversity and finding the strength within you to go on. The Reprise team have successfully integrated those values within the film, and we wish for all Malaysians to take this message forward. The journey may be long, but never lose faith in yourself. Find that braveness within you to keep roaring.”

Kevin adds, “After the scarcity of live shoots, the team was really happy to be on set again. Nervous? Yes. Excited? Definitely! What’s filmmaking without the energy of being on set. That ‘keep roaring’ spirit was within us all the way through production and mirrored by the team at MBSB. We hope all Malaysians hold the message of this film close as we look forward to a new year with new possibilities.”

MBSB Bank Berhad, a full-fledged Islamic Bank, is a wholly owned subsidiary of Malaysia Building Society Berhad.

The film was directed by Tan Ce Ding and Sherwynn Victor and produced by Evil Genius Studio & PRS Productions. It was released on 24 January on digital channels. 


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