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CIMB and Ogilvy Malaysia create Hari Raya themed film on forgiveness

CIMB and Ogilvy Malaysia have created a film called  ‘Seribu Erti Kesyukuran’ [The True Meaning of Gratitude] set during Hari Raya through the course of which the relationship between mother and daughter is tested.

The mother is acutely aware of being unable to give her child a lavish life. And while this is a cause of some friction, by the end of the film, the mother daughter-duo are grateful to have each other and believe in forgiveness.

The campaign also aims to inspire Malaysians to reflect on forgiveness. It encourages them to share dedications of gratitude on social media using #ErtiKesyukuran. The best narratives will be awarded prizes, to be shared with the person they feel grateful towards.

Speaking about the campaign, CIMB group chief marketing officer Mohamed Adam Wee Abdullah said: “Beyond the celebrations and togetherness, the spirit of Hari Raya is strongly rooted in forgiveness and gratitude.

“The insight that age has nothing to do with seeking forgiveness gave us the impetus to explore this story of a mother and daughter.

“Every parent carries the weight of their children’s expectations in wanting to provide the best for them. If we are grateful for who is in our lives and never give up on them, there’s always hope for tomorrow.”

Ogilvy Malaysia executive creative director Kurt Novack added: “We believe that the future is always full of hope. Although the present may be a struggle at times, the flame of hope must always be kept alive for a better tomorrow. It takes strong bonds to help us see the many reasons we should be grateful. This is our story.”

Credits:

ECD: Kurt Novack

Creative director: Pashyn Sethna

Art directors: Michele Wong, Sara Chong

Copywriters: Raina Rahman, Naomi Hon, Sheena Sidhu

Co-CEO: Nizwani Shahar

Account management:  Melanie Mei, Denise Lee, Helena Siew

Digital transformation lead: Tanner Nagib

Program director: Julie Saw

AV: Eric Yan, Loo Seng Tuck

Film director: Maurice Noone

Executive producer: Patminder Singh

Director of photography: Zainudin Mohamed

Producer: Heng Deshen

Audio production: TwoAM

Post-production: APV

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