Digi Telecommunications aims to reignite national pride and rally Malaysians to support homegrown businesses by leveraging on digital technology. Through its collaboration with Shopee, a digital platform has been designed and curated for local brands to market themselves and capitalise on business with a digital edge.
This initiative is part of its Kita Buatan Malaysia campaign brought to life by Naga DDB Tribal and Mojo Films and done in celebration of Merdeka Day and Malaysia Day.
Digi's head of marketing services, Bernard Lee, said every decision to buy local is a choice to support and trust the brands that have come to life in Malaysia's own backyard.
"In line with this year's Merdeka theme of Malaysia Prihatin and the Kita Buatan Malaysia spirit, we want to honour our homegrown businesses that have all persevered in these uncertain times," Digi's head of marketing services, Bernard Lee, said.
He added that by helping to digitalise their businesses, the telco is providing opportunities for brands to be discovered by new customers across Malaysia and other parts of the world without having to invest in an online presence.
“We hope that by fostering a collaborative spirit and curating this digital platform designed for local brands, Malaysians will reignite their patriotic pride and support the businesses that make up the colourful fabric of our nation,” Lee added.
Naga DDB Tribal's creative director, Ellison Fernandez, said patriotism and support comes from a place of love. By highlighting the traits Malaysians see in themselves, as the very same traits that go into Malaysian-made products, it developed a new-found love for local products.
"In this way, we made championing local the focus rather than just a matter of support. The line that somewhat sparked the idea was 'Tak kenal maka tak cinta'. When we recognise local businesses and craft as part of the things that matter to us, we’ll go the extra mile to make sure they continue to succeed for future generations. No matter our backgrounds, cultures or beliefs,” he added.
Meanwhile, film director of Mojo Films, Barney Chua, said his only regret is that the team could not feature a lot more of these local heroes in the film.
"During our interviews with every one of them, the one thing that was consistent was their obvious pride that they are Malaysians. The very reason they said they could get to where they are now is because they are Malaysians. I would like to give them a big thank you for showing us, and the rest of the world, what Malaysians are made of. Let us give them our fullest support," Chua said.
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