Prudential ‘Shares the Light’ with Malaysians on Tamil culture

Prudential Assurance Malaysia has unveiled its “Share the Light” digital campaign, which aims to celebrate the Indian community with a particular focus on Tamil language and culture.

The campaign is part of the company’s effort to promote exclusivity and address how the Malaysian Indian community is often neglected by brands. It showcases the intricacies of Indian culture, educating Malaysians on common misconceptions and assumptions, using humour to dive deep into the Tamil language and traditions that Malaysians are familiar with.

A series of videos were launched, featuring radio personality Aanantha Rajaram, which tested Malaysians on their knowledge of Tamil culture and language. According to the press statement, the videos garnered more than 1 million views and 1.4 million reach. The videos also saw more than 10,000 shares, as many did not know the answers to the questions posed in the videos. A+M has reached out to Prudential for comment.

“The ‘Share the Light’ video series was a way for us at Prudential to share our appreciation and love for the Indian community. We recognise that sometimes this community is overlooked by brands in their attempts to cater to the majority, but we want to highlight the importance of inclusivity in our marketing campaigns. At Prudential, we have many Indian staff, agents and customers who have contributed to make the company to what is it today and we just wanted to take this opportunity to share love and light with Malaysia,” Fiona Liao, chief brand officer, Prudential Assurance, said.

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