M+C Saatchi KARSA's rebrand film puts 'creative will' at the centre of everything

M+C Saatchi KARSA has unveiled a new brand film led by a sajak (poem), marking a defining moment in its transition from M+C Saatchi Malaysia to a fully independent, founder-led agency.

The release comes after the agency’s recent rebrand and move to full local ownership, a shift that signals a stronger emphasis on Malaysian identity, creative autonomy, and culturally grounded storytelling.

According to Sharifah Menyalara Hussein (Lara Hussein), CEO and founding partner of M+C Saatchi KARSA, the film was designed to reflect the agency’s core philosophy as it enters its new chapter.

“The sajak is authentically Malaysian and reflects our independent identity. It is a powerful form of Malaysian expression rooted in culture,” she said. “The film celebrates creativity, craft and conscious intent, or will, the essence of KARSA.”

At the heart of the film is a sajak narration delivered by veteran Malaysian actor Ahmad Tarmimi Siregar, whose voice anchors the work with emotional depth and gravitas.

“We wanted somebody who can deliver the right tone,” Lara explained. “He is a respected artist and storyteller. His voice carries authenticity and credibility. He brings emotional weight and credibility to the poem.”

Don't miss: Agency agenda: M+C Saatchi Malaysia goes local with M+C Saatchi KARSA rebrand 

Visually, the film weaves together a tapestry of Malaysian creative traditions, featuring painting, wood carving, pattern drawing and wayang kulit (shadow puppets) among other cultural forms. These elements are not incidental, but central to how KARSA defines creativity.

“We want to stand for Malaysian creativity and craft, and represent the richness of human form and craft,” said Lara. “It is to remind ourselves of the strength of the mind to create, which can never be replaced by technology. It is created and built by the power of the mind and the hand, and that is what we do. We create using our mind and hand.”

She added that the visuals also serve as a tribute to generations of creators who have worked independently of technology, reinforcing the agency’s belief in human-led creativity.

The sajak itself was crafted around the agency’s philosophy of intentional creativity. As described by KARSA, it reflects a belief that meaningful work is shaped by deliberate thought, emotional depth and human intent.

“KARSA is our belief that creativity is forged from the human soul. We build by hand, think with depth, and craft every strategy with deliberate intention, choosing the truer, more meaningful path that is human creativity,” Lara said.

For Lara, the film is both a creative statement and a philosophical anchor for the agency’s next chapter.

“This sajak anchors a campaign we wanted to do to reflect who we are and what we believe in,” she said. “KARSA represents the power of conscious intent, the will to create, build and move forward. The film is a reminder that the most meaningful work still begins with the human mind and is brought to life through the human hand.”

She added that while technology will continue to evolve the industry, creativity remains fundamentally human.

“We know the future may belong to powerful tools, but we believe creativity will always belong to the people. The hand and the mind working together is what KARSA is all about.”

The launch of the film marks a symbolic first step for M+C Saatchi KARSA as it establishes its identity outside of a global network, while doubling down on local talent, cultural expression and intent-driven creativity.

Earlier in April this year, M+C Saatchi Malaysia transitioned to full local ownership, rebranding as M+C Saatchi KARSA after more than two decades within a global network. 

The shift positioned the agency as an independent, founder-led entity rooted in Malaysia, while retaining the discipline of an international network through a licensed model.

Speaking exclusively on Marketing Connected's Agency Agenda podcast, Lara added that the rebrand was also about creating a stronger local identity after 23 years in the market. The new name, KARSA, is derived from a Sanskrit word meaning “creative will” or “conscious intent”.

Related articles: 
Darren Lee returns to M+C Saatchi Malaysia as chief creative officer
M+C Saatchi Performance strengthens Malaysia leadership with new country director
Publicis Groupe marks 100 years with AI-powered New Year film