Petronas, in conjunction with the Festival of Lights, gave back to the community through its annual Sentuhan Kasih Petronas, a corporate social responsibility (CSR) initiative. It is also launching an ad campaign to educate the public on the reasons behind certain Indian customs.
The CSR event, head ahead of the Deepavali celebrations, was a culmination of various activities involving 300 students from SKJT West Country (Timur), 30 residents from Chasity Home in Kajang and 50 Petronas staff volunteers.
Over two days, the Petronas conducted a gotong-royong cleanup and repainting of the senior citizens’ home, mural-painting around the school, as well as carried out fun learning activities with the children, organised by Galeri Petronas.
A total of RM50,000 worth of contributions to one hundred selected students and the residents of Chasity Homes was also presented to assist with their Deepavali preparations.
Going forward, Petronas will also be reaching out to members of the community through Sentuhan Kasih Petronas initiative, as well as ignite the festive spirit through its television advertisement campaigns that highlight positive values, cultures and traditions and the ties that bind the people of multi-ethnic Malaysia.
This year, Petronas’ Deepavali campaign titled #PaatiSays, was inspired by “Boyz in the Hood”, a memorable 2003 advertisement that comically shows a group of young boys being stripped off their hip-hop persona after bumping into their Tamil-speaking grandmother on a busy street.
“This much-loved ad brings a significant message and for the #PaatiSays campaign this year, members of the public are given the opportunity to share the meaning, memories and traditions that have been passed from their elders to remind us about the importance of staying true to our roots,” Petronas, head of corporate social investment, Datin Norzita Abdul Samad said.
Currently, Petronas is looking for an agency to manage below-the-line creative duties, several sources confirmed to A+M. It is also on the hunt for a media agency.