AIA Public Takaful - Penyala Harapan

Agency

Lion and Lion

Client

AIA Public Takaful

Product/Service

Insurance

Brief

Brief Title:
Uplifting Takaful Campaign for Festive Seasons

Background:
Takaful ads are often seen as too somber, especially during festive periods like Ramadan and Raya. AIA PUBLIC Takaful aims to break this perception by creating a positive, memorable campaign.

Objective:
Develop a campaign that’s light-hearted and celebratory, aligning with the festive spirit while conveying AIA PUBLIC Takaful’s core message of protection and security.

Solution

To address the insight that aspirations set during Ramadan and Raya often fade amidst the festivities, we developed AIA PUBLIC Takaful’s first-ever zapin musical film. By using satirical and witty lyrics, we created a humorous yet relatable narrative that reminds viewers not to delay their ambitions, reinforcing the message of “jangan nanti-nanti.”

The film blends traditional seloka with an energetic zapin beat and keroncong, reflecting a mix of modern and traditional Malay elements. This musical approach brings to life relatable scenarios focused on health, spirituality, and family. As the story progresses, AIA PUBLIC Takaful emerges as the ‘Penyala Harapan’ (Igniter of Hope), aligning with its slogan, “Healthier, Longer, Better Lives,” and inspiring viewers to maintain their aspirations throughout the festive season.