‘Demi Negara’, the next chapter of nationhood

LIMKOKWING University kicked off the National Day celebrations on a high note to rally Malaysians to form a new mindset and narrative about the meaning of independence going into the next chapter of nationhood.

The Demi Negara campaign was recently launched by Limkokwing vice-president (industry empowerment) Datuk Raja Aznil Raja Hisham.

“In visualising this campaign, we knew that the National Day celebrations would be important in setting a new tone in how we navigate a new mindset about who we want to become as a nation,” he said.

The campaign is the brainchild of the university’s president and founder Tan Sri Lim Kok Wing who has worked closely with six of Malaysia’s seven Prime Ministers to brand the country and national identity over the last 40 years.

The launch also saw the unveiling of two videos — a music video accompanying a new song, and a spoken word campaign video.

In planning the campaign, Lim brought together a multigenerational and multiethnic team so that it would be an initiative that resonates with everyone.

“This campaign reflects our affection for the nation, dedication, cohesion and globalisation. While we wanted to pay homage to our past, we felt it was equally important that we focus on the future and the aspirations of the citizens of this country.

“It also reflects the pride and patriotism this university has for Malaysia which we have exported to all our campuses around the world where the Malaysian flag flies high,” added Raja

The National Day celebrations would be important in setting a new tone in how we navigate a new mindset about who we want to become as a nation.

Limkokwing vice-president (industry empowerment)

RAJA AZNIL RAJA HISHAM

Aznil at the launch of the campaign in Limkokwing University, Cyberjaya.

Based on songs the university has uploaded on YouTube, it expects that the videos will hit more than two million views before National Day.

At the launch, the rousing ballad in the video was performed live by Limkokwing University Goodwill Ambassadors, with those in attendance joining in.

Lead singer Nurul Ernie Syaheerah felt honoured to be given the chance to sing and record the patriotic song by the president and senior management of the university.

“We took about one week to come up with the composition but the groundwork such as writing the lyrics was done much earlier.

“I hope the song can touch the heart of the public so that everyone can sing and dance along to it,” said