Etiqa spotlights everyday Malaysian kindness in new brand film

Etiqa has launched a new brand campaign that pays tribute to the everyday acts of kindness that shape Malaysian life, using a film anchored in quiet moments of care, trust, and community. Titled “Born here with you. Always here for you”,  the campaign aims to strengthen Etiqa’s presence as a people-first insurance and takaful provider by focusing on the connections that bind Malaysians to one another.

The brand film serves as the core of a wider branding initiative designed to reaffirm Etiqa’s role as a supportive, community-centric insurer. Rather than spotlighting policies or features, the campaign uses grounded, relatable storytelling to emphasise what Etiqa says is its long-standing promise: to stand beside individuals, families, and communities wherever they call home.

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The film brings together small but impactful moments many Malaysians will recognise. This includes a kopitiam owner telling customers to eat first and pay later, a passerby offering RM1 to someone stuck at a parking machine, and a vendor ushering strangers under his stall's umbrella as sudden rain hits the night market. These scenes represent everyday kindness that often goes unspoken but remains deeply embedded in local culture.

According to Etiqa, these gestures mirror the way the brand wants to show up for Malaysians. And that is consistently, quietly, and meaningfully. The portrayal of these moments is intended to underline how trust is built not only through grand commitments but through dependable acts of care. This reflects the broader message Etiqa hopes to reinforce: that protection and support should feel personal, human, and rooted in the realities people live every day.

“At its heart, the film celebrates what binds us together,” said Michelle Wee, head of brand and communications at Etiqa. “The quiet kindness and everyday gestures that make our communities strong. This campaign is our way of honouring the spirit of Malaysia and reaffirming our promise to always be here for the people we serve. It is a reminder that Etiqa isn’t just present in times of need, we are part of the everyday moments that shape people’s lives.”

The brand film is now available on Etiqa’s YouTube and Facebook pages, with shorter promotional cuts appearing across selected digital out-of-home (DOOH) placements nationwide. According to the company, this rollout forms part of its ongoing efforts to deepen emotional connection and foster long-term loyalty by focusing on human experiences rather than transactional messaging.

Etiqa produced the campaign without a creative agency, instead working directly with Imagineers Film on the story, concept, and production, while Invictus Blue handled media placement.

Throughout the year, the insurance arm of Maybank has been consistent with the rollout of its marketing campaigns. Recently, it ran its "Click, pick, protect" campaign, highlighting how Etiqa has you covered for your travel or car insurance needs. Two months prior, the brand also released its "Motor takaful" and "Play on" video series.

Its Raya 2025 film "Raya young Arif" (A play on 'yang arif', a title of respect for a judge) captured hearts, amassing more than 13 million views. Told through the eyes of young Arif, the story follows his cheeky observations about how his family avoids chores, pretends to help, or acts busy. His lighthearted commentary is eventually interrupted when his father steps in to gently correct him, helping Arif see his family with more empathy and appreciation.

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