Regional campaign for Axiata showcases power of ‘IoT for Good’

Telecom company Axiata Group Berhad has launched a new campaign called ‘IoT for Good’. It has been created by Entropia Noir, a division of Malaysia-based Entropia Group. 

Through the course of four films, the campaign highlights how digital solutions are helping to transform the lives of rural communities across Asia. The communities showcased in the dialogue-free ads are from Nepal, Malaysia and Indonesia.

The films have been produced by Directors Think Tank. In a note on the campaign, Entropia said: “We took a four-corner storytelling approach, focusing on different scenarios from communities, cutting across cultures with rich, relevant, and universal insights.

“Invoking powerful emotions, the scenarios showcase edotco – sustainable telco towers that power up surrounding villages with excess electricity; Aspirasi – an app that provides micro-lending solutions for small business merchants; desaMall – an e-commerce platform linking rural sellers with urban audiences; and Hajj Tracker – an app that tracks loved ones performing the Hajj pilgrimage.”

Entropia Noir creative director Zaheer Kaisar said: “Instead of focusing on the technical aspects of these innovations, the team tapped into the stories of universal human struggles.

“A father’s urgent need to provide the best care for his child, an elderly craftsman who feels left behind by a world in progress, a young vendor’s quest to differentiate himself from the rest, and a mother-daughter duo’s desperate attempt to remain connected. 

“We wanted to show the powerful and positive impact of these solutions on our characters and their communities, so each solution was presented in a tender, heart-warming and inspiring micro-story that audiences can connect with emotionally.”

Entropia head of account management April Toh added: “We enjoyed telling technological achievements through human stories. By injecting some warmth into smart solutions, this series captures the brand’s approach to advancing technology for communities.”


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