TM and Grey Malaysia create record-breaking song of unity with largest choir
TM has achieved a groundbreaking milestone with its latest digital innovation: a unique 360-degree spatial audio experience that combines 10,194 voices from the Malaysian public into a single rendition of the iconic Malaysian song ‘Gemuruh’. Highlighting TM’s commitment to pushing the boundaries of digital technology, the digital activation has set a new record in the Malaysia Book of Records for the Largest Choir with AI-generated Vocals.
Featuring the multilingual voices of 10,194 Malaysians who participated in its recent Bulan Kebangsaan campaign, this immersive experience enables listeners to swivel their mobile phones from left to right to seamlessly hear thousands of voices in 17 different languages and dialects; all synchronised into one song of unity. Click here to listen now.
The overall sentiment makes users feel as though they are standing in the centre of a live performance sung by diverse voices of a nation.
This record-breaking virtual choir serves as a culmination of TM’s recent Bulan Kebangsaan campaign – an innovative technology platform with the integration of 7 APIs and AI technology, enabling thousands of Malaysians to celebrate unity in a way never thought possible by singing in languages and dialects they’ve never spoken before.
Jamie Hendricks and Lysha Zulkifly from Grey Malaysia, said: “AI can do all kinds of amazing things, but can also be quite intimidating for the mainstream public. With our AIDENTITI campaign, we used an iconic song that everyone knows and loves, then enabled them to create a video of themselves singing in a language they could not speak. Thousands of people sent videos to friends and family over Merdeka – we then collated all of these voices to create an epic choir that represents the unique unity of Malaysia”.
The campaign highlights the potential of AI technology and how it can be harnessed to celebrate and preserve Malaysia’s rich linguistic diversity. Furthermore, it is also a testament to TM’s brand promise of ensuring that technology opens doors to a promising tomorrow for all. It is our dedication to making advanced technologies accessible to every Malaysian as we drive towards our aspiration of becoming a Digital Powerhouse by 2030.
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
Head of Digital: Salil Shahane
Creative Group Head: Jamie Hendricks
Senior Copywriter: Lysha Zulkifly
Senior Art Director: Lim Poh Yeng
Senior Designer: Bob Khaw
Copywriter: Jodi Yip
Designer: Riyren Lam
BM Copywriter: Hashim Samsudim
Senior Brand Executive: Afrina Zainol Rashid
Insights Manager: Ken Chia
Social Media Manager: Syafiq Rusman
Agency Producer: Suzy Chiang
Project Manager: Wan Naim, Qistina Yazid
Creative Services Executive: Lee Wai Wai
Digital Imaging Artist: Foong Kang Kai
PR: Huma Qureshi
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
Executive Producer: Sivagamy Jeevapragasam
Post Producer: Fakhrul Syakirin
Editor: Huzhail Harith
Online GFX: Muhd Naqib, Ashraf Ramza
Post Production / Animation: FNL PRJCT
Audio Production: Nacho Usual Collective
Music Composer: Bo Amir
Producer: Sharon Chin