Balang Kuih Abah

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

Links:

https://youtu.be/eSfTpl1HyzE?si=g2P-WHpqO4K61j3V

Product/Service:

Raya 2024

Client:

PNB / ASNB

Brief:

As PNB and ASNB embarked on a new chapter with a refreshed logo, a new office, and the iconic Merdeka 118, they sought to make their first TV commercial in years a defining voice for Raya 2024. The challenge was to shape conversations that inspire Malaysians across generations while staying true to the brand's core values of unity, understanding, and growth.

Solution:

The film Balang Kuih Abah broke traditional Raya storytelling by subverting the cultural expectations that only younger generations could seek forgiveness from elders. Instead, it featured an elderly father apologising to his son first breaking the mould of generations-long practices while modelling a new way families can come together and build anew through accountability and reconciliation. This powerful twist resonated deeply with Malaysian viewers, showcasing a fresh approach to healing, tradition and bridging generational divides. By embracing this cultural shift, PNB and ASNB positioned themselves as forward-thinking brands, leading conversations about unity and collective growth in a rapidly evolving Malaysia.

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