RHB collaborates with Telekung Siti Khadijah for Raya film

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.

dtc logo
Is the Customer at the heart of your Digital Transformation?
On 19th of July, MARKETING will be organising a conference on Customer-Centric Digital Transformation (#DTCX2018) to help you answer that question. The conference will be driven by Paul Stewart who authored the best-seller ‘Branded Customer Service’ and currently is the Special Advisor, Strategy & Transformation for TMI Malaysia. Drawing from his 25 years of diverse experience as a Chief Economist, CEO and consulting in organisational change, transformation and innovation Paul will be sharing his learnings and current trends in this realm.
He will be joined by key thought leaders in the areas of transformation, data analytics, customer service, branding, marketing, digital, human resources and more! Some of the key names who will be joining us include:
* Imran Kunalan Abdullah, Advisor/Principal Consultant – Digital Talent Development & Leadership and People Analytics
* George Aveling, CEO, TMI Malaysia
* Laurence Smith, Head, Asia Region, SmartUP
* Falko Leonhardt, Principal Consultant Transformation Strategy and Change, TMI
* Mohd Adam Wee Abdullah, Group CMO & Chief Customer Experience Officer, CIMB Group
* Rene Werner, Chief Customer Service & Customer Experience Officer, Celcom Axiata Berhad
and MORE!
Get ready to be inspired by case studies on transformation, honest conversations on driving change and actionable insights you can take back to implement in your organisation.
Date: 19th July 2018
Time: 8.30 am -6.00 pm
Venue: Sime Darby Convention Center, Bukit Kiara
For more information on DTCX 2018:
Click to visit DTCXJuly19 Microsite.
Download PDF Programme here.
Contact Amira [email protected] | 03 7726 2588
Book your spot early to avoid disappointment!


MARKETING Magazine is not responsible for the content of external sites.




Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene