Created by FCB Kuala Lumpur, ‘Strength To Rise’ tells the story of former gangster turned social worker Dr Muraly Arumugam the founder of Tamilan Uthavum Karangal (Malaysia Tamilian Helping Hands). Muraly and his organisation help carry physically disabled worshippers up 272 steps to pray at the summit of Batu Caves.
A note from FCB KL said: “Dr Muraly’s noble act of carrying a disabled worshipper up the steps intentionally draws parallel to his true zero-to-hero story, where in order to turn over a new leaf, he had to make the difficult climb from the bottom of the society barrel to arrive at the summit of redemption.”
Speaking about the campaign RHB group’s chief marketing officer Abdul Sani Abdul Murad said: “It is tempting to give in to despair when society has seemingly left you behind. But at RHB, we believe that true progress is about always finding the strength to rise above past failures.
“For Dr Muraly, his challenger spirit not only turned him to a life of selflessness, but also sparked those around him to join his cause. This makes him the epitome of the ‘Together We Progress’ belief that RHB stands for, and we are very honoured to tell his story.”
FCB’s creative director Wang Ie Tjer added: “The moment the team discovered Dr Muraly’s tale, we knew we had come upon something truly profound – a hopeful tale that uplifts the neglected and challenges society’s views on those we deem irredeemable.”.
FCB’s co-owner and chief creative officer Ong Shi Ping said: “Hope, redemption, second chances – it’s easy to think that they have no place in reality.
“Dr Muraly’s tale has shown us that together, we have the strength to uplift our fellow man and redefine society into one that is inclusive, daring, and hopeful. Now, isn’t that more exciting than any fiction?”
According to FCB KL, ‘Strength To Rise’ has garnered 4.4 million views and 42,000 positive reactions – an all time high for a film from RHB.
Client: RHB Bank
Group chief marketing officer: Abdul Sani Abdul Murad
Head of group brand communications: Tunku Hazli Bin Tunku Tolha
Senior manager digital brand management: Elaine Yap
Manager group brand communications: Anwar Amin
Agency: FCB Kuala Lumpur
Co-owner and CEO: Shaun Tay
Co-owner and chief cretive officer: Ong Shi Ping
Head of account management: Sharon Rodrigues
Creative director: Wang Ie Tjer
Creative group head: James Voon
Senior copywriter: Nathan Yong
Copywriters: Megan Ong, Izham Fazely
Senior producer: Wira Chon
Production house: Artisia Productions
Film director and executive producer: Esham Shahlin
The post RHB tells tale of gangster turned social worker in its Deepavali campaign for Malaysia appeared first on Mumbrella Asia.