Grey Malaysia and Directors Think Tank unite Malaysians this Bulan Kebangsaan
This Bulan Kebangsaan, Malaysians can now see and share themselves singing an iconic Malaysian song of unity in any of 17 different languages and dialects, thanks to a unique technology platform created by Grey Malaysia.
The innovative AI platform utilises the tradition of celebratory song to create a universal invitation to engage with the potential of AI, furthering TM’s commitment to making technology accessible to all Malaysians. The campaign uses a combination of seven AI technologies to bridge language barriers and connect diverse voices, uniting the country and bringing everyone closer to a truly inclusive Digital Malaysia.
Despite the rapid growth of generative AI, there are still limitations to what all of the various platforms actually know about Malaysian language and culture. For this year’s Bulan Kebangsaan campaign, Sejuta Suara, Satu Ritma, Jiwa Malaysia, TM is creating a uniquely authentic demonstration of how these new technologies can be utilised to celebrate Malaysian languages and dialects through a song.
Housed on a microsite at sejutasuara.tm.com.my/, Malaysians now have the opportunity to sing their rendition of Gemuruh, a well-known Malaysian song, in various local languages and dialects effortlessly. This is made possible with the assistance of integrating seven cutting-edge AI and API platforms that specialise in lip sync and voice cloning. With the help of Kits.ai, HeyGen and SyncLabs, the microsite can trace and clone the voices of Malaysians to sing with pride, in their choice of language or dialect.
Lysha Zulkifly, Senior Copywriter of Grey Malaysia, said: “By exploring the complexity of AI voice mapping, we wanted to use the tech to our advantage by celebrating the diversity of our languages and dialects. It’s beautiful to hear how rich our country is in culture, through this platform. I believe this is just the beginning for us to make AI our ally.”
What was once a soulful song has now turned into a rallying anthem, fostering connections of old and new by bringing Malaysians a step closer together this Bulan Kebangsaan.
“I used to hear Gemuruh in school and to see it come to life in this way is surreal. Turning one song into multiple languages and dialects was the perfect way to showcase the richness of our diverse nation,” Jamie Hendricks, Creative Group Head, Grey Malaysia.
The campaign was created alongside Directors Think Tank and Nacho Usual Collective to produce the first Malaysian music video that consists of AI-generated vocals in multiple languages and dialects. Bringing to life the richness of our languages through the diverse expressions of Malaysians delivering their own versions of Gemuruh, making this the ultimate music video for Malaysian by Malaysians.
Credits
Client: TM Technology Services Sdn Bhd
Group Chief Executive Officer: Amar Huzaimi Md Deris
Chief Corporate Officer: Nor Fadhilah Mohd Ali
Vice President, Strategic Communications: Dato’ Najmuddin Abdullah
Assistant General Manager, Brand and Partnerships, Strategic Communications: Logeswary
Manager, Brand and Partnerships, Strategic Communications: Nora Haslin Hasnan
Manager, Digital Media, Strategic Communications: Rizalman Samiun
Manager, Digital Media, Strategic Communications: Syarifah Nurizni Wafa Syed Naguib Wafa
Agency: Grey Malaysia
Chief Executive Officer: Irene Wong
Chief Creative Officer: Graham Drew
Deputy Executive Creative Director: Jeremy Yeoh
Head of Strategy: Cindy Quek
Client Service Director: Jennifer Liew
Brand Director: Lyn Yen Khoo
Senior Brand Executive: Afrina Zainol Rashid
Head of Digital: Salil Shahane
Social Media Manager: Syafiq Rusman
Insights Manager: Ken Chia
Creative Group Head: Jamie Hendricks
Senior Copywriter: Lysha Zulkifly
Copywriter: Jodi Yip
Senior Designer: Bob Khaw
Designer: Riyren Lam
BM Copywriter: Hashim Samsudin
Digital Imaging Artist: Foong Kang Kai
Agency Producer: Suzy Chiang
Project Manager: Wan Naim, Qistina Yazid
Creative Services Executive: Lee Wai Wai
Film Production: Directors Think Tank
Film Director: Aiman Aliff
Executive Producer: Pat Singh, Suraya Rezal
Producer: Benedict Lazaroo
Director of Photography: Shahrul Che Hasan
Art Director: Jesjin Singh
Editor: Pan
Post-Production: Tank3, FNL PRJCT
Animation: FNL PRJCT
Audio Production: Nacho Usual Collective
Music Composer: Bo Amir
Producer: Sharon Chin