The NexGen Show has heard many voices, but never one speaking from the heart of our national language.
In this unmissable session, Prof. Harmandar Singh banters with writer Muhammad Firdaus on a subject close to both their hearts — Bahasa Malaysia in advertising.
“Back then, Bahasa Malaysia was very common, especially in ads,” Firdaus comments. “But along the way the sentiment somehow faded away. If we don’t protect it, then we’re going to lose that spark.”
In the episode, he unpacks the potential of our national language and how it is primed to capture the colourful culture of Malaysia — a weapon that many marketers seem to ignore.
“As Malaysians, we have all kinds of behaviours and expressions, and brands and marketers have to see it as an opportunity,” he explains. “It is the only way to speak to the common people of Malaysia.”
But the problem goes deeper than that. Firdaus describes a systemic issue in creative agencies, where an English-first approach has become the norm.
“When I first joined advertising, I thought Bahasa Malaysia would lead the thinking first, but the process was actually the other way around,” he shares. “As I began to question the way we do things, it became a learning experience for everyone involved.”
Listen to more insights in the latest episode of The NexGen Show, a weekly podcast that highlights young talent in the media, marketing, and advertising space.
New episodes drop every Sunday, 7PM on Spotify, Apple Podcasts, and YouTube.
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