FCB Malaysia uncovers the true meaning of beauty for RHB Bank’s Deepavali 2021 campaign
Titled ‘The Inner Light’, RHB Bank’s latest Deepavali film, which was conceived and created by FCB Malaysia, tells the true story of Dr Nisha Thayananthan, who is not only the reigning Miss Earth Malaysia, but also a selfless doctor who fought on the frontlines to help the nation battle the Covid-19 pandemic.
As part of RHB’s award-winning series that highlights real challenger stories, ‘The Inner Light’ documents Dr Nisha’s journey in discovering her inner beauty after spending many of her growing-up years pursuing only what’s beautiful on the outside. Told via two separate timelines of her life – a teenage Nisha and the Dr Nisha of today – the film shines light on how Dr Nisha’s mother, through her humanitarian work, inspired Dr Nisha to embrace her inner beauty through a simple act of kindness.
Abdul Sani Abdul Murad, Chief Marketing Officer of RHB Group, said: “On the surface, ‘The Inner Light’ is a beautiful and emotional coming-of-age film about a young girl who learnt what being beautiful really means. But look deeper into it, you’ll find that it’s also a heartfelt tribute to the nation’s frontliners who have sacrificed so much and worked tirelessly over the past 20 months. As the nation continues to recover and rebuild, it’s important that we never forget the amazing efforts and contributions from the thousands of selfless heroes like Dr Nisha that have helped us get back on our feet. Their acts are the true definition of ‘Together We Progress.’”
Wang Ie Tjer, FCB Malaysia’s Creative Director, said: “It was a real challenge to stitch two stories from two different timelines together to create one compelling film that did Dr Nisha’s incredible tale justice. But thanks to the guidance and expertise from our production partners at D1 Productions and GT Records, we’re ecstatic that we managed to bring the whole idea to life.”
Ong Shi Ping, FCB Malaysia’s Co-Owner and Chief Creative Officer, said: “There’s no better time to tell Dr Nisha’s story than now. Even as we are slowly rebuilding our lives and attempting to put the challenges of the pandemic behind us, we should always remember the kindness and selflessness that we’ve shared during our darkest times together, and then bring them along with us into the future.”
The campaign was launched on 29 October 2021 and is running across all RHB Bank’s social and digital channels in conjunction with the Deepavali festive celebration, which starts on 4 November 2021. To date, the film has received tremendous positive reviews along with over 1.8 million views across multiple platforms and over 4,000 likes.
Credits
Title: THE INNER LIGHT
Client: RHB Bank
Group Chief Marketing Officer: Abdul Sani Abdul Murad
Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha
Manager, Group Brand Communications: Anwar Amin
Agency: FCB Malaysia
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Creative Director: Wang Ie Tjer
Creative Group Heads: James Voon, Jonathan Chan
Copywriter: Megan Ong, Izham Fazely
Account Director: Karima Kamal
Account Executive: Gabrielle Khoo
Producer: Chey Feng Mey
Music, Sound Design & Composer: GT Records
Executive Producer: Ram Nabil Chia
Producer: Munirah Razali
Sound Engineers: Shah Haron
Production house: D’Moving Pictures
Film Director: Dick Chua
Producer: Jorene Chew Ker Lynn
Offline Editor: Koon Pak Fei
Online Artist: Koon Pak Fei
Colorist: Kah Seng
