RHB Bank releases inspirational Raya film with FCB SHOUT

RHB Bank has released its Raya film, titled ‘Pengembaran Sempurna’ with creative agency FCB SHOUT.

Translated to ‘a perfect journey’, the film tells the true tale of Ramli Aziz, a retired police officer who builds disabled-friendly tricycles using scrap items that are 100% recyclable.  

The endeavour that has inspired many in the disabled community to enjoy the freedom of movement again, has also raised awareness for the repurposing and recycling of everyday items as well.

The festive film demonstrates the power of purpose, following a heart-warming story about a bicycle-loving boy who feels like he had lost his purpose in life due to his disability, that is until he met his kind-hearted neighbour, Pak Cik Ramli.

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Sani Abdul Murad, chief marketing officer at RHB Group said that it is human nature to always want something new and discard is deemed old. However, Pak Cik Ramli’s story provides an alternate perspective, of seeing beauty that has a greater purpose.

“And as a bank that is taking immense strides in fulfilling our ESG commitments, this story is very close to our hearts as we believe that recycling and repurposing are key to creating a more sustainable future for all,” he added.

FCB SHOUT’s head of creative, Tjer, said that the film is as much about environmental sustainability as it is about humanity. “The real challenge for us when it came to telling this story was drawing a parallel between people and objects using one common thread – imperfection,” he added.

The film has garnered 3.6 million views on YouTube since its release, as seen by A+M at the time of writing.

Content 360 is back on 10-11 May 2023 in Singapore. A hugely popular event over the years, Content 360 brings the most influential content creators to inspire you. Across two days, you can connect with 300+ brightest minds in the industry and learn how to overcome challenges to make your content stand out among the crowd. Tickets are on sale now, register today: https://conferences.marketing-interactive.com/content360-sg/

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