Wed, 03 Nov 2021 09:39:23 GMT
Titled ‘The Inner Light’, RHB Bank’s latest Deepavali film, which was conceived and created by FCB, tells the true story of Dr Nisha Thayananthan, who is not only the reigning Miss Earth Malaysia, but also a selfless doctor who fought on the frontlines to help the nation battle the Covid-19 pandemic.
As part of RHB’s award-winning series that highlights real challenger stories, ‘The Inner Light’ documents Dr Nisha’s journey in discovering her inner beauty after spending many of her growing-up years pursuing only what’s beautiful on the outside. Told via two separate timelines of her life – a teenage Nisha and the Dr Nisha of today – the film shines light on how Dr Nisha’s mother, through her humanitarian work, inspired Dr Nisha to embrace her inner beauty through a simple act of kindness.
Abdul Sani Abdul Murad, chief marketing officer of RHB Group, said: “On the surface, ‘The Inner Light’ is a beautiful and emotional coming-of-age film about a young girl who learnt what being beautiful really means. But look deeper into it, you’ll find that it’s also a heartfelt tribute to the nation’s frontliners who have sacrificed so much and worked tirelessly over the past 20 months. As the nation continues to recover and rebuild, it’s important that we never forget the amazing efforts and contributions from the thousands of selfless heroes like Dr Nisha that have helped us get back on our feet. Their acts are the true definition of ‘Together We Progress.’”
Meanwhile, Tjer, FCB Malaysia’s creative director, added, “It was a real challenge to stitch two stories from two different timelines together to create one compelling film that did Dr Nisha’s incredible tale justice. But thanks to the guidance and expertise from our production partners at D1 Productions and GT Records, we’re ecstatic that we managed to bring the whole idea to life.”
“There’s no better time to tell Dr Nisha’s story than now. Even as we are slowly rebuilding our lives and attempting to put the challenges of the pandemic behind us, we should always remember the kindness and selflessness that we’ve shared during our darkest times together, and then bring them along with us into the future,” Ong Shi Ping, FCB Malaysia’s co-owner and chief creative officer, concluded.
The campaign was launched on 29th October 2021 and is running across all RHB Bank’s social and digital channels in conjunction with the Deepavali festive celebration, which starts on 4th November 2021. To date, the film has received tremendous positive reviews along with over 1.8 million views across multiple platforms and over 4,000 likes.
Genres: Dialogue, Storytelling, People
Categories: Banking, FinanceFCB SHOUT, Wed, 03 Nov 2021 09:39:23 GMT