Murukku Anti-Scam Flavour

1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]

Links:

https://www.youtube.com/watch?v=aZWYl2dj_iU

Product/Service:

Anti-Scam PSA

Client:

Bank Negara Malaysia

Brief:

Most Deepavali films follow the same heartwarming formula, making serious topics like forex investment scams hard to stand out. Bank Negara Malaysia needed a way to reach the Malaysian Indian community (a group often targeted by these scams) in a way that felt festive, relevant, and real.

Solution:

THE INSIGHT Deepavali is about family, light, and tradition. One of the most cherished rituals is making Murukku together, a moment when wisdom is passed down through generations. So, just like a good recipe, identifying and not fall into a financial scam takes the right steps and patience. THE IDEA We reimagined anti-scam awareness as a festive recipe that everyone would remember - a Murukku-making tutorial. Each ingredient represented a scam red flag, from “quick returns” to “guaranteed profits.” The aunties’ banter and warmth brought humour to a serious message, showing that staying scam-free is all about knowing the right recipe.

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