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RHB's Lights up Lives to Rally Malaysians to Donate to Tabung Teddy

Creative 252 Add to collection

This edition sees the brand’s challenger spirit manifested in a collaboration with Dr. Madhusudhan Shanmugam of the Teddy Mobile Clinic

RHB's Lights up Lives to Rally Malaysians to Donate to Tabung Teddy

 Created by FCB Kuala Lumpur, “Light Up Lives with Tabung Teddy” is the sixth campaign in RHB Bank’s Challenger Series and commemorates the upcoming Deepavali festivities.

This edition sees the brand’s challenger spirit manifested in a collaboration with Dr. Madhusudhan Shanmugam of the Teddy Mobile Clinic.

This is the first campaign to have a powerful call to action, encouraging the public to donate to the Teddy Mobile Clinic via the creation of RHB’s Tabung Teddy, which will be launched closer to Deepavali.


Dr Madhusudhan and his volunteers have been providing free medical check-ups for various orphanages, elderly homes, disabled homes, the homeless, the urban poor, Orang Asli villagers, and refugees for over three years now. When he first started, Dr Madhusudhan funded the cost of medicines and other necessities but along the way, donors provided supplies such as food, clothes, and other key items.

“Hopefully with the RHB collaboration and the public’s kind support, we will be able to continue our mission into the following year to treat even more people and to truly make a difference in the lives of those who need help,” he said.

When asked to elaborate on the intention behind the work, Ong Shi Ping, FCB’s Chief Creative Officer and Natasha Aziz, General Manager had this to say: “When you hear Dr Madhusudhan’s wonderful story, one would believe that someone like him would only exist in fairy tales. Yet he is a living and breathing testament to the ultimate selflessness, dedication, and commitment to the welfare of others. We were honoured to be able to tell his story and to bring this magical tale to life this Deepavali.”

Elaborating on this, Abdul Sani Abdul Murad the Chief Marketing Officer of RHB Group had this to say: “Dr Madhusudhan embodies RHB’s spirit of supporting the community to give everyone, regardless of age, gender, race, or income levels the opportunity they deserve in life. He is the epitome of the spirit of ‘progress’ as standing for more than the conventional goals, but as a chance to help bring light to the lives of others. We truly hope that the Malaysian public will be inspired by his story to support the cause.”

The campaign was launched on 27th October across RHB’s social media channels with FCB Kuala Lumpur responsible for full creative development. The video has already gained over 269,000 views on YouTube all within the day of release and over 100,000 views on Facebook at the time of this release. View the video HERE

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Client

Advertiser: RHB Bank

Clients: Abdul Sani Abdul Murad, Tunku Hazli Bin Tunku Tolha, Mohd Anwar Bin Mohd. Amin, Elaine Yap

Production Company

Director: Marcel de Silva

Production Company: Chili Pepper Films

Creative Agency

Art Director: James Voon, Hazwan Selamat

Chief Creative Officer: Ong Shi Ping

Copywriter: Mandy Chock

Creative Agency: FCB Kuala Lumpur

General Manager: Natasha Aziz

Senior Producer: Brandon Chai

Genres: Animation, People, Storytelling

Categories: Banking, Finance

FCB APAC, Mon, 29 Oct 2018 13:25:26 GMT