For a brand that’s increasingly known for its campaigns lauding diversity, Celcom has whole-heartedly joined in the latest combined effort by all Malaysian government-linked companies (GLCs) to bring the spirit of unity alive.
Titled simply but definitely aptly “Unity”, our campaign is simply our own take on the song Hebat Negaraku. It is our small tribute to all the colours, flavours, rhythms, places and faces that make Malaysia the strong nation it is today. And that quite naturally determined the character, tone and tempo of our execution.
From cast to music composition to people and setting, our music video is quintessential Malaysia caught on camera. Jaclyn Victor and Man Bai, two of Malaysia’s celebrated vocal powerhouses, lead an energetic choir made up of diverse ethnics, ages and gender. We’ve rearranged the song to a shorter, more upbeat composition, featuring epitomic Malaysian musical instruments: sape, sitar, seruling and er hu. We’ve shot all around the country, featuring communities and locales that made up the colourful tapestry of Malaysia.
The music video spotlights our intrinsic culture of respect, tolerance and camaraderie. More than a showcase, it serves as a guide for us to always embrace differences, to always practise inclusion, and to always leave a united footprint for future generations to follow.
“We were excited at the opportunity to develop a music video featuring values that make Malaysia so special – our beautiful country, our culture of tolerance, respect amongst races and care for fellow Malaysians. I hope we can continue to perfect our appreciation for inclusiveness as we remind ourselves we are fortunate enough to live in Malaysia. 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.” Grace Chan, Head of Brand Marketing, Celcom Axiata Berhad.
We’ve intended to celebrate our country, by celebrating the many diverse characteristics she holds. We think we’ve succeeded. And we think Malaysians will agree too.
Our Hebat Negaraku music video was produced in collaboration with M&C Saatchi. It was launched on Celcom’s YouTube and Facebook channels on 28 March 2018 and has garnered over 2 million views since.
Hebat Negaraku daripada Celcom video: