Leo Burnett Kuala Lumpur
Maxis
Maxis
86% of Malaysians are on social media, making it one of the most active nations on social media in the region. It’s no wonder then, that a lot of Malaysians have turned to creating content on social media to earn a livelihood.
Young Malaysians often look up to influential strangers online to serve as their (sometimes unreliable) guiding light, forgetting the greatest source of light that’s right beside them. This Deepavali (Festival of Lights) local telco Maxis wanted to inspire Malaysians to appreciate the greatest influencers in their lives: mothers.
The popular Sanskrit saying “Matha Pitha Guru Deivam” (Mother, Father, Teacher, God) reminds us that Amma (mom) is our first source of light. Inspired by this, we told the story of Arvind, who was seeking inspiration to be a top influencer, in order to turn his fortune around. He soon discovers that the greatest source of light happened to be right next to him.
Within days, the film became Maxis’ most successful Deepavali film in its history. Malaysian-Indian Influencers like Jiven Sekar joined the conversation, sharing stories of wisdom from Amma. These fuelled Malaysians to share wisdom from their own greatest influencers (through #AmmaSays) to serve as Malaysians’ light during these dark times.
Chief Creative Officer: Emir Shafri
Creative Director: Walter Teoh
Creative Group Heads: Eelyn Ng, Chan Sze Mei
Copywriters: Nur Surya Abu, Eelyn Ng, Emir Shafri
Tamil Copywriter: Jayanathan
Art Directors: Amirra Razak, Chan Sze Mei, Walter Teoh
AV Producer: Alyya Afandi
Client Partner, OPTM: Munas Van Boonstra
Account Director: Mei Fong Liow
Senior Account Managers: Yee Ling Teh, Hariz Azli
Social Media Strategy: Lesley Lim
Production House: Societe Films
Film Director: Eric Yap
