RHB Banking Group’s newest Deepavali marketing campaign options the true story of P. Raveendran, a Seremban-based taxi driver who was impressed by Bollywood celebrity Rajinikanth’s movie “Baasha” to turn into a actual Malaysian hero by offering free rides to pregnant women and moms with infants.
Raveendran’s selfless act began in 2019 and carried on even throughout the pandemic, regardless of him barely making ends meet himself. His charitable spirit by no means faltered and, till this present day, he nonetheless refuses to just accept cost from these passengers. Done in collaboration with FCB SHOUT, the brand new advert is titled “Hero” and is a component of the financial institution’s long-running model marketing campaign that includes actual inspirational tales of on a regular basis Malaysians who’ve delivered actual progress to native communities.
Ie Tjer Wang, FCB SHOUT’s head of inventive, defined that this movie proved to be one of the hardest but most enjoyable experiences for everybody that’s concerned. “It’s not usually you get to see the manufacturing crew dancing alongside with the solid on set! The actual problem, nonetheless, is putting the stability, having simply the correct amount of Bollywood-style leisure with out shedding the essence of what is really a exceptional story of progress,” Wang added.
According to Wang, the crew knew proper off the bat that this spot needs to be a homage not solely to Raveendran as a Malaysian hero but in addition to the advanced nuances that make Indian cinema so beloved all over the world. At the identical time, it was additionally enjoyable, as a result of it was such a important departure from the opposite RHB festive movies in phrases of tonality and temper, Wang stated.
Meanwhile, Abdul Sani Abdul Murad, the group CMO of RHB Bank stated that oftentimes, it’s these easiest of acts that encourage a wave of positivity and from that, actual sustainable progress. “We hope that our telling of Raveendran’s story will elevate hearts and put a smile on everybody’s faces this Deepavali,” Sani added.
Sani stated RHB believes in “Making Progress Happen for Everyone” and it’s the driving inspiration behind all that the financial institution does. “Times might need modified, however being the folks’s ally who believes that progress is for everybody will all the time be RHB’s North Star. And if the previous couple of years have taught us something, it’s that progress in our society occurs on daily basis and is commonly unheralded,” Sani defined.
Ong Shi-Ping, co-owner and chief inventive officer of FCB SHOUT added that it was Raveendran’s fondness for Bollywood films that granted the company the licence to undertake a distinctive however related tonality for the movie. “For ‘Hero’, it was becoming to make it a Bollywood-style piece, as that’s the inspiration behind Raveendran’s acts of charity – which he and our skills positively pulled off, due to their pure aptitude,” Ong added.
“Authenticity is necessary in how we inform RHB’s tales. The tone that we set has to suit the narrative and basically, needs to be applicable for the model. Thoughtlessly doing random issues merely to lure viewers into watching is simply low-cost tips,” Ong esaid.
In February, RHB Banking Group took residence the prized title of “Marketer of the Year” at A+M’s Marketing Excellence Awards 2021 with eight gold, 10 silver and three bronze trophies.The financial institution impressed judges with a number of of its modern advertising and marketing campaigns throughout a number of classes, corresponding to Excellence in Advertising, Excellence in Brand Strategy, Excellence in Content Marketing, and Excellence in Loyalty Marketing, amongst others.Meanwhile, FCB SHOUT additionally took first place for each “Overall Agency of the Year” and “Overall Local Hero of the Year” at A+M’s Agency of the Year and MARkies 2022.
Separately, beginning final yr, FCB SHOUT’s model campaigns for RHB have featured narratives which are aligned with the financial institution’s ESG initiatives. This sequence, dubbed ‘People, Purpose & Progress’, options ‘The Inner Light’, RHB’s 2021 Deepavali story about Dr. Nisha Thayananthan, a medical physician on the frontlines of Covid-19 whose dedication and kindness led her to turn into Miss Earth Malaysia.
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