Cel­com cel­e­brates di­ver­sity with a for­eign and lo­cal per­spec­tive

The Star Malaysia - StarBiz - - Billings -

THE so­cial me­dia scene has been buzzing with Na­tional Day spots from some of the favourite brands. One which caught the eye balls was Cel­com’s lat­est cam­paign.

To cel­e­brate the na­tion’s in­de­pen­dence, the mo­bile op­er­a­tor launched the cam­paign “Ne­garaku yang ku sayangi”. Cre­ated to bring out the true spirit of unity and ac­knowl­edge those who have taught the val­ues of tol­er­ance and racial har­mony, the cam­paign in­cor­po­rated two short films launched on Hari Merdeka and Malaysia Day. The on­line show­case en­ti­tled Time­less Teach­ings fea­tured fa­mous quotes from the fa­ther of in­de­pen­dence Tunku Ab­dul Rah­man.

The cam­paign kicked off on the Cel­com web­site with in­spir­ing quotes about peace, har­mony and di­ver­sity, bring­ing to life dif­fer­ent art­work for each quote.

Cel­com re­leased the first short film of the cam­paign, “Emma” on Aug 29 just days be­fore Na­tional Day. This story, in­spired by true events, tells the tale of a young Bri­tish teacher who was sent to Malaysia in the 1970s.

Nar­rated by the ti­tle char­ac­ter, Emma brings a for­eign per­spec­tive on unity, as she is in­tro­duced to the unique nu­ances of a multi-racial Malaysia through her in­ter­ac­tions with her stu­dents.

Through the film’s heart-warm­ing vi­gnettes, Emma falls in love with the racial unity demon­strated by the peo­ple, even­tu­ally mak­ing Malaysia her home.

This charm­ing spot gar­nered over 2.1 mil­lion YouTube views to date and was shared over 5,000 times since its launch.

While “Emma” al­lowed us to see a united Malaysia through the eyes of a for­eigner, Cel­com took on a lo­cal spin to drive the mes­sage of unity with “La­genda 5 Sekawan” – its sec­ond short film also set in the 70s.

The film is about a di­verse group of Malaysian stu­dents and their teacher who was al­ways there for each other through the good and bad times. The film also pays homage to for­mer ed­u­ca­tors who con­tin­u­ously share the val­ues of har­mony and unity.

Part­ner­ing with cre­ative agency M&C Saatchi on all three ini­tia­tives, the cam­paign elo­quently sums up unity.

“This cam­paign re­minds us that it’s our unity that got us to where we are to­day, and it’s go­ing to be our unity that will take us even fur­ther. Cel­com, as a brand em­braces har­mo­nious di­ver­sity and our Merdeka-Malaysia Day cam­paign se­ries salutes those who taught us racial unity. “We’re hum­bled to be part of this en­deav­our, as a grow­ing na­tion, never for­get­ting our roots and lessons given to us as we progress,” Cel­com Ax­i­ata Bhd head of brand mar­ket­ing Grace Chan said.

The cam­paign can be viewed on the Cel­com web­site and its YouTube chan­nel as well as on all of its so­cial chan­nels.

Short film: Emma is in­tro­duced to the unique nu­ances of a multi-racial Malaysia.

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