KARSA
12. Craft Kancils [12.22a BM Copywriting, Content Writing & Scriptwriting: Single]
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Links:
https://www.youtube.com/watch?v=ztRGANhq7ag
Product/Service:
Self Promotion
Client:
M+C Saatchi KARSA
Brief:
To introduce M+C Saatchi KARSA’s new identity as an independent, local founder-led agency. More than a change of name, the launch needed to express what KARSA stood for: creative will. The challenge was to turn an agency philosophy into a distinctive piece of self-promotion—one that communicated our beliefs through the creativity of the writing itself, rather than a conventional corporate manifesto.
Solution:
We gave KARSA a voice through a sajak, brought to life by Ahmad Tarmimi Siregar. Rather than simply explaining our new identity, we used Malay poetry to express the creative will behind it. Written to be spoken, the sajak paired our words with his distinctive delivery, giving an agency manifesto a personal, human voice. Bahasa Melayu became central to how the brand introduced itself—not a translation of its identity, but an expression of it. A self-promotion film that sought to demonstrate our creative spirit, rather than merely claim it.
