RHB releases Raya film ‘Berkat Di Sulam, Bantuan Diberi’
This Raya, RHB collaborates with FCB Kuala Lumpur for the fourth campaign in RHB Bank’s Challenger Series with a film titled ‘Berkat di sulam, bantuan diberi’.
The campaign was launched on 2nd June across RHB’s social media channels with FCB Kuala Lumpur responsible for creative development and social media deployment. It has already gained 850,000 views on FB at the time of this release.
Unlike previous editions which had featured superstar rapper Altimet, national football hero Thanabalan and world champion diver Cheong Jun Hoong, this edition sees the brand’s challenger spirit manifested in two characters: the everyday heroines who keep striving for a better life and those who selflessly devote time and effort to provide a helping hand when need, in this case Padzilah Enda Sulaiman the founder of Telekung Siti Khadijah.
The film tells a story of our protagonist who is a single mother trying to support her daughter. To make a living she sells telekungs, traditional prayer wear, at various markets but the quality of her work is questioned by customers as she has yet to master the difficult craft. One day her luck changes when Pn Padzillah the founder of Siti Khadijah, one of Malaysia’s largest telekung companies, offers her a job. She is given a stable means to provide for her family while improving her sewing craft.
The story climaxes when our protagonist finally has a chance to say thank you to Pn Padzillah at a mosque on Aidilfitri morning, with Pn Padzillah admiring her workmanship. Our heroine then passes on the skills she has learnt to her daughter in the spirit of sharing, supporting, and progressing together.
The film is inspired by Siti Khadijah’s philosophy of employing single mothers to help them make a living. Pn Padzillah is a long-time customer of RHB and champions the same brand spirit of wanting to be a helping hand in supporting Malaysian SMEs to find success locally, regionally, and globally.
“We wanted to showcase the thought that sometimes in life, help comes when you least expect it. Raya is a time when we reflect on values of togetherness, so we wanted to celebrate this spirit of supporting each other so that we can progress together,” said Syed FeroHaizal, Head of Creative and Natasha Aziz Head of Account Management for FCB Kuala Lumpur.
Elaborating on this, on the addition of an entrepreneurial challenger and the new dimension it adds to the brand’s messaging,
“Featuring Padzilah Enda Sulaiman was important to us. Not only is she a long-time customer of RHB and a force for good, she’s our inspiration to be a helping hand in supporting Malaysian SMEs to find success locally, regionally and globally. She’s truly an epitome of what RHB as a brand stands for,” said Abdul Sani Abdul Murad the Chief Marketing Officer of RHB Group.
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