RHB turns Instagram comments into a live light show for Deepavali

RHB Banking Group marked this year’s Deepavali celebrations with "Light it together", a participatory social and digital out-of-home activation that encouraged Malaysians to contribute to a collective symbol of unity. The campaign invited the public to light a virtual diya (lamp) via RHB’s Instagram page, which in turn illuminated a growing flame displayed on the DOOH screen at RHB’s headquarters along Jalan Tun Razak.

Each diya emoji and comment helped brighten the display over time, with participants’ names appearing on the building screen as part of the visual. The flame reached its peak brightness at midnight on the eve of Deepavali, symbolising the strength of community when individuals come together. Progress was shared through Instagram Stories to allow Malaysians across the country to follow the collective build-up.

The campaign ran from 17 to 24 October 2025 and drew strong public engagement, tapping into Deepavali’s broader message of light triumphing over darkness. For RHB, the activation was also a reflection of its ongoing brand narrative around progress through collaboration rather than individual effort.

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Speaking about the significance of the initiative, Abdul Sani Abdul Murad, group chief marketing officer of RHB Banking Group, said the campaign reinforced a belief the brand has long held. "What made this activation truly special was seeing people of all walks of life contribute, with every greeting, every emoji, and every name helping the flame burn brighter," he said.

"It reminded us that unity isn’t just something we talk about. It’s something we create together. When we share the light, we all shine a little brighter," added Abdul Sani.

The activation was conceptualised and executed in partnership with IPG Mediabrands’ Azure unit, which aimed to keep the idea simple, emotive and easy for anyone to take part in. The choice to integrate both social and DOOH platforms allowed the message of togetherness to unfold in real time and in a public space.

Eddy Nazrullah, creative director at Azure, said: “Our goal was to create something simple yet meaningful. An experience that brought Malaysians together and showed how small individual acts can create something powerful."

This follows RHB's appointment of Azure as its new media partner for its Malaysian market, following the conclusion of a single-round pitch in March 2025. The partnership officially began in April this year and will run for two years.

Azure has been tasked to lead RHB's media planning and buying across both digital and traditional channels. Besides managing the group's social media platforms, its remit includes maintaining RHB’s market presence, driving visibility, and fostering meaningful consumer interactions in an increasingly competitive landscape.

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