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RHB Bank celebrates everyday heroines of Hari Raya

As the end of Ramadan approaches, RHB Bank has released an uplifting tribute to Malaysia’s ‘everyday heroines’ who display a ‘challenger spirit’.

Created by FCB Kuala Lumpur, the 90-second social media commercial shows a young single mother trying to support her family by making and selling traditional prayer scarves, but is hampered by her poor ability.

She then joins Malaysian fashion enterprise ‘Telekung Siti Khadijah’, which was founded by Padzilah Enda Sulaiman to provide employment opportunities for single mothers.

The woman is shown learning sewing skills directly from Padzilah. The two, along with the protagonist’s daughter, later meet Padzilah at prayer time, where she is able to thank her directly. The video ends with the mother passing on her new-found skills to her daughter.

FCB KL creative head Syed FeroHaizal said: “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.”

RHB chief marketing officer Abdul Sani Abdul Murad added: “Featuring Padzilah Enda Sulaiman was important to us. 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 commercial forms part of RHB’s ongoing ‘Challenger’ campaign, which has previously featured high-profile Malaysian figures, such as footballer Thanabalan and diver Cheong Jun Hoong.

Credits:

Project Name: Berkat di sulam, bantuan diberi

Creative Agency: FCB Kuala Lumpur

Client: RHB Bank

Client(s): Abdul Sani Abdul Murad, Tunku Hazli Bin Tunku Tolha, Mohd Anwar Bin Mohd. Amin

Chief Creative Officer: Ong Shi Ping

Head of Creative: Ferohaizal Abd Karim

Art Directors: James Voon, Izmeq Nadzri

Copywriters: Zaulin Bakhtiar

Producer: Brandon Chai

Head of Account Management: Natasha Aziz

Production House: Restless Films

Film Director: Laura Low

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