MY film studio Big Film rolls out 1-for-1 Karma initiative in support of NGOs

Big Film, a video studio producing social media content for brands, recently launched "Karma" to aid NGOs during this trying period. For every paid project done under Karma, Big Film will do a free film for an NGO or a cause selected by the client or agency involved. Founder and executive producer Danish Mumtaz (pictured) told A+M in a phone conversation that NGO donations have reduced dramatically during the COVID-19 pandemic and it began discussions with NGOs in April to figure out a way to help them. First launched in Malaysia, Danish said Karma will be made available to clients and agencies in Southeast Asia once borders open up.

"By the end of that month, we concluded that this was the best course of action, and we eventually did a soft launch in early June," he said. In addition to the video, Danish said Big Film can also offer support on the social media front. However, if client's agency would like to take it on, they are free to do so as well. While the team has spoken to both network and independent agencies, as well as their clients about Karma, Danish declined to reveal specifics as discussions are still ongoing.

According to him, the team drew inspiration from the phrase "good karma" and eventually decided to name the project "Karma". By year end, the team aims to do at least five to eight films for NGOs with a turnaround time of two to three weeks. When asked if social distancing measures or safety precautions amidst the COVID-19 pandemic will hinder the production timeline, Danish said pre-production is generally handled online and massive crews are not needed for shoots. As such, Big Film is able to remain agile and stick to the timeline.

"We plan to run ads on Facebook, Instagram and LinkedIn beginning next week to raise awareness about Karma. Separately, we will also be pushing out LinkedIn and Facebook ads to SMEs to show how we can also help them during this period," he said.

Separately, firms in the adland have also come up with innovative ways to help SMEs during the COVID-19 period. In April, DOOH advertising provider Brandlah and location-based media specialist agency Pi Interactive rolled out an advertising fund worth RM3.1 million for free advertising on OOH digital screens within Klang Valley. This was in a bid to support SMEs most severely affected by the pandemic. Meanwhile, Malaysian creative Lee Tak Shune also rallied the community earlier this year to help small businesses via the Kira Dulu initiative. The initiative requested consumers to pay for a meal or service offered by a small business and enjoy it once their stay-in ends. 

In Singapore, creative agency GOVT's launched a social platform called "Adoptising SG", which provides advertising creative services to local small and home businesses which are adapting during this challenging climate. Micro independent agency network Beatnk and TJT Creative Lab have also rolled out a "Partners in Pandemic" initiative to offer solutions ranging from branding, creative communications, public relations and business and marketing strategies to businesses. Meanwhile, digital agency We! Interactive too jumped at an opportunity to offer Singapore SMEs pay-as-you-wish social and digital marketing assistance, and to build up their eCommerce offering.