KUALA LUMPUR, MALAYSIA — Award-winning creative agency Dentsu Malaysia and regional mobile telecommunications and digital conglomerate, Axiata Group Berhad (Axiata) produced a short film with an aim to inspire Malaysians to embark on a heartfelt journey of awakening and realisation of the true meaning of Aidilfitri.
In the spirit of Hari Raya Aidilfitri, the team took on a different approach to shine some light on the marginalised community through the lens of an unexpected friendship. The latest initiative celebrates the message of unity, love, and acts of kindness in the community.
The short film, titled, “Sanubari Aidilfitri”, revolves around two individuals of different backgrounds, who unexpectedly formed a unique bond during the holy month of Ramadan. The film explores the themes of compassion and kindness in hopes of inspiring selflessness in tough times and helping the community to redefine the true meaning of Aidilfitri. One lesson rings true in the 5-minute-long, short film: A generous dose of empathy and understanding of that truth will make us all stronger as we rebuild and remake our world in the year ahead.
“The team saw an opportunity to shift the usual narrative of the Raya campaigns by focusing on the marginalised community. Through this concept, we were able to highlight the key message of “A Celebration for All” and spotlight empathy and kindness,” said Hatim Azizan, Associate Creative Director of Dentsu Malaysia.
“From the get-go, the team’s intention was to tell a good story that is authentic; starting from the cast we chose, the tune we composed and the locations we found. With authenticity as our north star, the production team delivered, and the process of bringing this film to life was a joy to watch from start to finish. In fact, we were surprised when our main protagonist teared up in one of the scenes! We can only hope, that is a sign of a story well told,” added Azraai Azmi, Associate Creative Director of Dentsu Malaysia.
Kunal Roy, CEO of Dentsu Creative Brands said: “I feel so proud of the Axiata and Dentsu team that has created this captivating film, which is both decisive and delicate in its storytelling that conveys our partner’s commitment towards socio economic empowerment. It is a true example of what can be achieved when good intention, ideation, and craft come together.”
Through this short film, Axiata hopes to inspire the community to look beyond what they have and lend a hand to those in need. Sometimes a little help goes a long way, especially for those who have been affected badly by the Covid-19 pandemic. With over 66,126 views on Axiata’s YouTube channel, the brand invites Malaysians to watch and dwell on the values and virtues covered in it as well as embrace the goodness in people.
