Celcom Axiata has collaborated with M&C Saatchi Malaysia to launch a new campaign "Unity", featuring its own take on the song Hebat Negaraku (My Country Is Great).
In line with the latest effort by all Malaysian government-linked companies, the new music video is a tribute to the colours, flavours, rhythms, places and faces that make Malaysia the nation it is today. The video garnered over 494k views, 7.7k reactions, 567 shares and 414 comments at the time of writing.
It features Malaysian singers Jaclyn Victor and Man Bai and a choir comprised of diverse ethnics, ages and gender. Celcom's take on Hebat Negaraku is a shorter, more upbeat composition featuring epitomic Malaysian musical instruments such as sape, sitar, seruling and er hu. The video was shot around Malaysia, featuring communities and locales that form the colourful tapestry of the country.
The music video spotlights Celcom's intrinsic culture of respect, tolerance and camaraderie. It also serves as a guide for the company and consumers to always embrace differences, to always practice inclusion, and to always leave a united footprint for future generations to follow.
Grace Chan, head of brand marketing, said the company was excited at the opportunity to develop a music video featuring values that make Malaysia so special.
"As a brand, Celcom celebrates unity and embraces diversity. I’m very proud and blessed to be Malaysian, to live in a country that needs no introduction to racial harmony and friendships built on kindness and sincerity. I hope this is an inheritance we pass on to our younger generation," Chan added.
Check out the video here: