ASNB unveils inaugural Raya brand film via Fishermen Integrated Malaysia

Amanah Saham Nasional Berhad (ASNB), Malaysia’s largest unit trust management company, has launched its Raya brand film titled “Amanah Sulung” as part of a comprehensive rebranding initiative. The film, created by independent agency Fishermen Integrated Malaysia, encapsulates the essence of familial sacrifice and underscores the importance of consistent savings for a secure future.

“Amanah Sulung” narrates the poignant journey of an elder sister, affectionately known as Kak Long, who forgoes her university education to support her widowed mother and three younger siblings. The narrative employs a compelling juxtaposition between the mother’s optimistic voiceover, highlighting the family’s perceived well-being, and the contrasting visuals that reveal Kak Long’s silent sacrifices. This storytelling technique emphasizes the often-unseen burdens shouldered by elder siblings. The film culminates in a touching twist where Kak Long’s sacrifices lead to her younger sibling’s graduation, symbolizing the fruition of her efforts.

This emotive storyline mirrors ASNB’s commitment to providing Malaysians with reliable investment avenues, emphasizing that sacrifices made today can lead to a prosperous tomorrow.

This inaugural Raya brand film signifies a pivotal step in ASNB’s rebranding journey, aiming to resonate more deeply with Malaysians and encourage prudent financial planning. ASNB offers 16 diverse funds, including Amanah Saham Bumiputera (ASB), Amanah Saham Malaysia (ASM), and Amanah Saham Nasional (ASN), catering to various investment preferences.

“Hari Raya Aidilfitri is a time when we pause to appreciate the people who matter most,” said Fadzihan Abbas bin Mohamed Ramlee, Chief Executive Officer of ASNB. Through Amanah Sulung, we wanted to honour those quiet, powerful moments of giving — the ones that often go unnoticed but shape our lives in meaningful ways. At ASNB, we believe that every small act of saving can lead to something greater — not just for ourselves, but for the people we care about most. This Hari Raya, we invite everyone to reflect on the importance of saving and the security it brings — and remain committed, together with PNB, to promoting financial literacy and helping more Malaysians make confident financial decisions.”

Andrew Tan, Executive Creative Director at Fishermen Integrated, said: “Collaborating with ASNB on this project has been a humbling experience. We aimed to craft a narrative that not only touches hearts but also reinforces the significance of financial foresight. ‘Amanah Sulung’ presents a unique angle, shedding light on the often-overlooked sacrifices made by elder siblings—a story not commonly explored by brands. With Rewan Ishak’s cinematic eye, film direction and Senilab Films Production behind, what was just a unique observation has become an emotive and meaningful Raya film”

Theresa Arthur, Group Brand Director at Fishermen Integrated, added: “What makes Amanah Sulung so meaningful is that it explores a deeply human insight that’s rarely highlighted—the quiet sacrifices of an elder sibling. I’m truly grateful for the passion, creativity, and commitment shown by our exceptional Fishermen team, the supportive ASNB family, and our talented production partners at Senilab. Together, we crafted a story that not only touches hearts but also gently encourages Malaysians to cherish family and invest thoughtfully in their future.”