Celcom Axiata has partnered with M&C Saatchi Malaysia to launch a short film as part of its campaign to celebrate Merdeka Day and Malaysia Day. The campaign aims to capture the beauty of Malaysia's multi-cultural society and to celebrate all Malaysians for making Malaysia the icon of unity and diversity it is today.
Titled "Adik-Beradik”, the short film tells the story of John, a visually-impaired Malaysian, and his group of friends. Despite being blind from birth, John does not lose sight of all that surrounds him thanks to help from his friends. The film aims to portray the values of respect, tolerance and acceptance that are truly Malaysian.
The film has garnered over a million views on YouTube. Similarly, the film has garnered 226k views, 3k reacts, 510 shares and 63 comments on Celcom's Facebook page at the time of writing. Celcom is planning to donate RM10,000 each to the Malaysian Association for the Blind, the Society of the Blind Malaysia and the National Council of the Blind, as soon as the film reaches two million views.
The second phase of the campaign will consist of a social experiment that will run from 3 to 16 September 2018. The experiment intends to understand how Malaysians truly see each other.
“Celcom, a home-grown Malaysian brand, supports inclusiveness, racial integration and celebrates diversity. We hope our Hari Kebangsaan and Malaysia Day campaign encourages our impartiality and inclusiveness in celebrating all the differences that keep us together," Grace Chan, head of brand marketing, Celcom Axiata said.
She added that humans are conditioned to see things in a "worldly way" that they miss the opportunity to appreciate the uniqueness and values brought by friends from different race and religion. "We sometimes judge to confirm our own biases and do not see beyond skin-deep. It will be great if we could all rise beyond our judgements and be an advocate of diversity and unity," Chan said.
In the two's previous collaboration earlier this year, Celcom Axiata launched the campaign titled “Unity”, featuring its own take on the song Hebat Negaraku. The music video is a tribute to the colours, flavours, rhythms, places and faces that make Malaysia the nation it is today.
(Read also: Celcom Axiata names Mohamad Idham Nawawi CEO)