Balang Kuih Abah

10. Craft Kancils [10.22a BM Copywriting, Content Writing & Scriptwriting: Single]

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 humbling himself to apologise to his son first breaking the mould of generations-long practices while modelling a new approach to accountability and reconciliation within families. This moving apology delivered by a father resonated deeply among Malaysian viewers, particularly the Malay community, parents and younger generations. Utilising language that's empathetic and authentic (Northern/Utagha dialects ftw!), the film presents a new form of our traditions, breathing new life into our shared communities, stories and legacies. Embracing this shift means PNB and ASNB get to be forward-thinking brands, leading conversations about unity and collective growth.

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