RM20 Million or RM2 Million? Tabung Haji’s Rebrand Clarified

By The Malketeer

Lembaga Tabung Haji (TH) has moved quickly to shut down claims that it is spending RM20 million on a rebranding exercise, calling the allegation “untrue and slanderous.”

In a statement, the pilgrimage fund clarified that its actual budget for the brand rejuvenation process is RM2 million per year spread across three years, a fraction of what was suggested.

The clarification comes after PAS MP for Pengkalan Chepa, Datuk Dr Ahmad Marzuk Shaary, alleged during the debate on the 13th Malaysia Plan that TH was embarking on an extravagant rebrand, questioning the need to spend such a sum when the brand is already strong and internationally recognised.

For TH, the rebranding exercise is less about lavish image-building and more about staying relevant to the needs of its depositors.

A Generational Engagement Challenge

With 9.6 million depositors—just half of the country’s Muslim population—TH admits it faces challenges in attracting younger Malaysians and strengthening long-term savings habits.

The reality is stark: more than 53 per cent of its depositors have savings of less than RM1,300, a figure far short of the amount required to prepare for the hajj.

Against this backdrop, TH has framed the brand refresh as a strategic necessity.

Demographic shifts, generational changes, and depositor engagement form the crux of the exercise, not cosmetic redesigns.

Politics Meets Perception

The issue is politically charged.

Critics argue that money from villagers, FELDA settlers, fishermen and youths saving diligently for their pilgrimage should be used to improve services or subsidise B40 pilgrims instead of being funnelled into marketing exercises.

Questions have also been raised about the choice of firms appointed for the project—5Grams Communications, Green Zebra and Sentry PR—with concerns voiced that they are not fully Muslim or Bumiputra-owned.

For an institution seen as both a financial body and a custodian of Muslim dignity, the optics matter as much as the actual spend.

Branding as Stewardship

TH’s response has been to emphasise transparency and intent.

By publicly dismantling the RM20 million figure, it has sought to reassure depositors that their savings are managed with integrity and that investments in branding are modest, purposeful, and aligned with long-term sustainability.

In its view, not making efforts to strengthen the brand would be a disservice, especially at a time when younger Muslims expect modern engagement, accessibility, and relevance from even the most established institutions.

The rebranding is therefore not positioned as a luxury, but as an investment in the future.

One that acknowledges cultural sensitivities while adapting to the evolving landscape of faith, finance and trust.