Malaysia based RHB Bank has launched a new campaign concurring with the upcoming Deepavali festivities, widely celebrated by Indian Diaspora in Singapore and Malaysia. The Campaign dubbed “Strength to Rise,” tells the story of the former gangster turned social worker Dr. Muraly Arumugam.
“Strength to Rise,” Campaign is the tenth campaign in RHB Bank’s Challenger Series created by FCB Kuala Lumpur that features Dr. Muraly Arumugam, the founder of Tamilan Uthavum Karangkal (Malaysia Tamilan Helping Hands), a 700-strong organization of volunteers that has been enabling disabled worshippers to pray at Batu Caves Subhramanya (Murugan) Temple by carrying them up the 272 steps of the iconic holy site.
The Campaign film intentionally draws Dr Muraly’s noble act parallel to 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.”
“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,” said Wang Ie Tjer, Creative Director, FCB.
Since it was launched on 4th October across RHB’s social media channels, the campaign has already gained 4.4 million views and 42,000 positive reactions, a result that is currently unmatched by any other RHB film.
Credits
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative 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 & Executive Producer: Esham Shahlin
Music Composer & Sound Design: GT Records
Executive Producer: Ram Nabil Chia
Producer: Anand Shashidharan
Sound Engineers: Shaktyvel Neelamekan & Brian Wong
RHB Bank
Group Chief Marketing Officer: Abdul Sani Abdul Murad
Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha
Senior Manager, Digital Brand Management: Elaine Yap
Manager, Group Brand Communications: Anwar Amin
