RHB Deepavali 2022 Hero

Agency

Teddy B Studios

Client

RHB Group

Product/Service

RHB Bank

Brief

RHB’s festive campaigns have always been very well received in Malaysia and beyond, bagging the brand and agency waves of local, regional and international awards year after year. By using heartfelt narratives from ordinary Malaysians who have overcome their own personal challenges as inspirations behind its stories, RHB managed to consistently strike a chord with the audience throughout the nation’s biggest festive occasions.

In 2022, RHB began to embark on its new 5-year road map, which includes a timely ESG (Environmental, Social, Governance) aspiration and a brand purpose of ‘Making Progress Happen For Everyone’.

Our brief: Bring the brand purpose of ‘Making Progress Happen For Everyone’ to life during Deepavali 2022.

Solution

We continued doing what we do best – spotlighting real stories about real Malaysian challengers.

We told the true story of B. Raveendran, a Seremban-based taxi driver who was inspired by Bollywood superstar Rajinikanth’s film ‘Baasha’ to become a real Malaysian hero by providing free rides to pregnant ladies and mothers with babies. Raveendran’s selfless act started in 2019 and carried on even during the pandemic, despite him barely making ends meet himself. His charitable spirit never faltered and, till this day, he still refuses to accept payment from those passengers.

Titled ‘Hero’, the film follows Raveendran’s zero-to-hero journey from trying to emulate his hero to becoming one in his own right. The film was crafted as a Bollywood-style piece, as that’s the inspiration behind Raveendran’s acts of charity.