As Malaysians celebrate Merdeka and Malaysia Day during the pandemic, Naga DDB Tribal Malaysia and Digi reflect on the year that has gone by so fast. The campaign thanks the frontliners that went the distance and had the strength of those who found new means to keep livelihoods on track.
While the adversity faced by each Malaysian may differ in magnitude, it is the same spirit and principles that keep everyone going. To simply put it, Malaysians share similar values and traits that have been passed on for generations. The determination, resilience, diversity, passion to succeed, and to never to give up exist in all who are ‘made in Malaysia’. These are the trademarks of being a Malaysian that are clearly demonstrated by local businesses, as they fight to survive these challenging times.
Digi through its ‘Kita Buatan Malaysia’ (We Are Made In Malaysia) campaign brought to life by Naga DDB Tribal and Mojo Films, aims to ignite national pride and rally Malaysians to support homegrown businesses by leveraging on digital technology. Through a collaboration with Shopee, a digital platform has been designed and curated for local brands to market themselves and capitalise on business with a digital edge.
Bernard Lee, Digi’s Head of Marketing Services, said: “Every decision to buy local is a choice to support and trust the brands that have come to life in our own backyards. In line with this year’s Merdeka theme of Malaysia Prihatin, and the ‘Kita Buatan Malaysia’ spirit we want to honour our homegrown businesses who have all persevered in these uncertain times. By helping to digitalise their businesses, we are providing opportunities for their brands to be discovered by new customers across Malaysia and other parts of the world without having to invest in an online presence.”
Lee added “We hope that by fostering a collaborative spirit and curating this digital platform designed for local brands, Malaysians will reignite their patriotic pride and support the businesses that make up the colourful fabric of our nation.”
Ellison Fernandez, Naga DDB Tribal’s Creative Director, said: “Patriotism and support comes from a place of love. By highlighting the traits Malaysians see in themselves, as the very same traits that go into Malaysian-made products, we develop a new-found love for local products. In this way, we made championing local the focus rather than just a matter of support. The line that somewhat sparked the idea was ‘Tak kenal maka tak cinta.’”
“When we recognice local businesses and craft as part of the things that matter to us, we’ll go the extra mile to make sure they continue to succeed for future generations. No matter our backgrounds, cultures or beliefs,” Fernandez added.
Barney Chua, Director of Mojo Film, said: “My only regret is that we couldn’t feature a lot more of these local heroes in our film. During our interviews with every one of them, the one thing that was consistent was their obvious pride that they are Malaysians. The very reason they said they could get to where they are now is because they are Malaysians. I would like to give them a big thank you for showing us, and the rest of the world, what Malaysians are made of. Let’s give them our fullest support.”