Leaders Connect 2023
Celcom Axiata sees Merdeka as celebration of history and happiness

Celcom Axiata sees Merdeka as celebration of history and happiness

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Celcom Axiata's Merdeka and Malaysia Day film titled “Bahagia Kita” (We Are Happy) aims to inspire Malaysians to see Merdeka as more than just a celebration of history but a celebration of the first prime minister of Malaysia, Tunku Abdul Rahman's philosophy of happiness.

Following the journey of 11-year-old Haikal, the film explores the core values of kindness, acceptance and understanding upheld by every Malaysian, as foretold by Tunku Abdul Rahman, who is also known as the "father of independence".

After he’s assigned to write a poem about Independence for school, he sets off on an eye-opening adventure around his neighbourhood. Haikal witnesses everyday Malaysian scenes and immerses himself in many multicultural experiences. It’s on this journey that Haikal learns that all Malaysians are inherently kind and that the little things are what contribute to the nation’s happiness.

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Created alongside M&C Saatchi Malaysia, the film runs on the telco's social media platforms. A 30-second trailer of the film is also screened on local TV.

The film is accompanied by a one-and-a-half-minute interview video which involves Malaysian children answering the question "Merdeka tu apa?" (What is Merdeka?). M&C Saatchi explained to A+M that it wanted to know Merdeka through the eyes of children - whether it meant holidays, fireworks or food, the charm of the children's replies lends a hand in demonstrating the unique things that "make us, us" (Malaysians).

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The telco also celebrated Hari Raya earlier this yearwith the festive film Syukur 1 Syawal which aims to remind Malaysians of what Hari Raya truly stands for – that of gratitude and appreciation for the real blessings in their lives.

Set in Johor, the film tells the story of 11-year-old Danish who is anxious to return to his kampung, and celebrate Hari Raya with his relatives. The film was also done in collaboration with M&C Saatchi and explored themes of sharing the simple message of how true joy comes not from material things, but from the sincere connections we form with the people in our lives.

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