To commemorate upcoming Raya festivities, RHB Bank has launched “Berkat di sulam, bantuan diberi”, its fourth campaign in its Challenger Series, created by FCB Kuala Lumpur.
The new campaign sees the brand’s challenger spirit manifest in two characters – the everyday heroines who keep striving for a better life, and those who selflessly devote time and effort to provide a helping hand when need, in this case Padzilah Enda Sulaiman the founder of Telekung Siti Khadijah.
The campaign was launched on 2 June 2018 across RHB’s social media channels, with FCB Kuala Lumpur being responsible for creative development and social media deployment.
In the spot, a working mother is seen taking up a sewing job at Telekung Siti Khadijah, and eventually picks up a new skill to provide for her family. At the time of writing, the spot garnered 904K views, 4.2k reactions and 412 shares at the time of writing.
Abdul Sani Abdul Murad, CMO of RHB Group, said in a statement that the addition of an entrepreneurial challenger and the new dimension adds to the brand’s messaging.
“Featuring Padzilah Enda Sulaiman was important to us. Not only is she a long-time customer of RHB and a force for good, she’s our inspiration to be a helping hand in supporting Malaysian SMEs to find success locally, regionally and globally. She’s truly an epitome of what RHB as a brand stands for,” he said.
“We wanted to showcase the thought that sometimes in life, help comes when you least expect it. Raya is a time when we reflect on values of togetherness, so we wanted to celebrate this spirit of supporting each other so that we can progress together,” Syed FeroHaizal, head of creative and Natasha Aziz Head of account management for FCB Kuala Lumpur, said in a joint statement.
Previous editions of RHB’s Challenger Seriesfeatured superstar rapper Altimet, national football hero Thanabalan and world champion diver Cheong Jun Hoong, the latter fronting the brand’s Chinese New Year campaign.
Project name: Berkat di sulam, bantuan diberi
Creative agency: FCB Kuala Lumpur
Client: RHB Bank
Client(s): Abdul Sani Abdul Murad, Tunku Hazli Bin Tunku Tolha, Mohd Anwar Bin Mohd. Amin
Chief creative officer: Ong Shi Ping
Head of creative: Ferohaizal Abd Karim
Art directors: James Voon, Izmeq Nadzri
Copywriters: Zaulin Bakhtiar
Producer: Brandon Chai
Head of account management: Natasha Aziz
Production House: Restless Films
Film director: Laura Low