Malaysia - Integrated Strategic Communications (ISC) was chosen to create Padiberas Nasional's (Bernas) Chinese New Year campaign this year, following a five-way pitch held early this January.
This year's commercial, entitled Ka Fan (Cantonese for "Add Rice"), reminds Malaysian audiences that the best gift in life is family and time spent together with loved ones.
Paul Lingan, executive creative director for ISC Innovators explains that Bernas wanted to convey a meaningful message in celebration of the upcoming Chinese New Year, one that reflects the true spirit of the festive occasion.
"We came up with Ka Fan, an emotionally impactful and heartwarming TVC that is even more relevant in this day and age when time spent with family is getting less and less. It's also a universal message, one that's appreciated by all," adds Lingan.
"Last year's CNY and Hari Raya ad from Bernas were well received and we wanted this year's CNY ad to be just as successful, if not better. We've received very positive response on YouTube and Facebook," he says.
ISC conceived and executed Ka Fan while Oranje-ISC handled the media planning and buying duties. ISC is also handling the viral aspects of it online.
The commercial was aired for the first time on ntv7, 8TV and selected Astro channels beginning 4 February. The full 2.5-minute television commercial was also shared on Bernas' YouTube Channel.
The CNY commercial is one of several initiatives consistent with Bernas' Corporate Brand Strategy this year.
Built around major festivals where rice is the main staple, the Corporate Brand Strategy 2013 with the key message of nourishing the nation aims to embed Bernas' brand into the national mainstream.
The strategy also aspires to create closer affinity with the local population by promoting joint celebration of these festivals by all Malaysians.