Created by FCB Kuala Lumpur, ‘Berkat di sulam, bantuan diberi’ is the fourth campaign in RHB Bank’s Challenger Series and commemorates the upcoming Raya festivities.
Unlike previous editions which had featured superstar rapper Altimet, national football hero Thanabalan and world champion diver Cheong Jun Hoong, this edition sees the brand’s challenger spirit manifested 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.
When asked to elaborate on the meaning and intention behind the work, Syed FeroHaizal, Head of Creative and Natasha Aziz Head of Account Management for FCB Kuala Lumpur had this to say: “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.”
Elaborating on this, on the addition of an entrepreneurial challenger and the new dimension it adds to the brand’s messaging, Abdul Sani Abdul Murad the Chief Marketing Officer of RHB Group has this to say: “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.”
The campaign was launched on 2nd June across RHB’s social media channels with FCB Kuala Lumpur responsible for creative development and social media deployment. It has already gained 850,000 views on FB at the time of this release.
Creative Agency: FCB Kuala Lumpur
Copywriter: Zaulin Bakhtiar
Art Director: James Voon, Izmeq Nadzri
Producer: Brandon Chai
Chief Creative Officer: Ong Shi Ping
Head of Creative Services: Ferohaizal Abd Karim
Head of Account Management: Natasha Aziz