Axiata Group brought to life its “IoT for Good” campaign through a series of films aimed at highlighting innovative digital solutions for an oft-overlooked demographic. They are the underserved rural communities in Asia that remain disconnected from the rest of the world.
Done in collaboration with Entropia Noir and Directors Think Tank, the team took a four-corner storytelling approach, focusing on different scenarios from communities in Nepal, Malaysia, and Indonesia, cutting across cultures with rich, relevant, and universal insights. The scenarios showcase edotco – sustainable telco towers that power up surrounding villages with excess electricity; Aspirasi – an app that provides micro-lending solutions for small business merchants; desaMall – an e-commerce platform linking rural sellers with urban audiences; and Hajj Tracker – an app that tracks loved ones performing the Hajj pilgrimage.
Entropia Noir’s creative director Zaheer Kaisar said instead of focusing on the technical aspects of these innovations, the team tapped into the stories of universal human struggles. These include a father’s urgent need to provide the best care for his child; an elderly craftsman who feels left behind by a world in progress; a young vendor’s quest to differentiate himself from the rest; and a mother-daughter duo’s desperate attempt to remain connected.
“We wanted to show the powerful and positive impact of these solutions on our characters and their communities, so each solution was presented in a tender, heart-warming and inspiring micro-story that audiences can connect with emotionally,” he said.
April Toh, head of account management at Entropia, added: “We enjoyed telling technological achievements through human stories. By injecting some warmth into smart solutions, this series captures the brand’s approach to advancing technology for communities.”