PETRONAS DEEPAVALI 2024 - ஒன்றாகபிரகாசிப்போம் | Sinar Bersama

Agency

Accenture Solutions Sdn Bhd

Client

PETROLIAM NASIONAL SDN BHD

Product/Service

PETRONAS

Brief

In Malaysia, Indians make up the minority of the population with 6%. ”‹As the minorities, their representation in the media is often stereotyped. PETRONAS, the largest company in Malaysia, was passionate about one thing: PROGRESS. ”‹So we wanted to feature this minority population in a way that was progressive and respectful to their culture.

Solution

For a community of minorities, we decided that it was time to tell a story where everyone had a chance to shine. We intentionally chose to feature an unlikely Bharatanatyam dancer; a boy who didn’t exactly have the usual physique of the usual dancer, but his confidence outshone the rest. ”‹

”‹

As a brand that championed progress, we chose to tell a story of unity, of supporting one another and having the courage to step into the spotlight, for it embraces all without prejudice. ”‹

We gave our hero and the dance the full spotlight, by dedicating a full 30 seconds to his performance, which presented the folklore of Lakshman’s battle through his dance steps amidst a soundtrack of traditional Carnatic beats.

Credit

Agency: Accenture Song
Principal: April Toh
Executive Creative Director: Zaheer Kaisar
Creative Director: Cherry Lee
Creative Group Head: Ayuni Safira
Creative Group Head: Tan Yik Hua
Art Director: Ooi Hunn Mei & Leah Leong
Senior Tamil copywriter: Jayanthan Radhakrishnan
BM Copywriter: Aileen Aleesya
Group Account Director: Albert Tang
Account Manager: Lee Sin Wah
Production Director: Farhah Isyqi
AV Producer: Adrian Nurdin

Client: PETRONAS
Siti Azlina Bt A Latif
Senior General Manager
Strategic Communications,
Group Strategic Relations and Communications

M Fazli B Ibrahim
General Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Dzaffri Redza Zainal Rashid
Senior Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Galoh Sazrina Samsudin
Senior Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Norhisham Abdullah
Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Zarak M Zain
Manager,
Communication Delivery Section,
Group Strategic Relations and Communications

Production House : Reservoir World Sdn Bhd
Film Director : Ismail Kamarul
Executive Producer : Ryan Edwin Khoo Boon Siew
Producer : Kaviraj Ganayson
Line Producer: Nicole Loo Mae Sze
Director of Photography : Eric Yeong Tuck Wei @ DP Gadgets

Audio House : The Rec Room Sdn Bhd
Music Composer : Kieran Kuek
Sound Engineer : Amier Nelson
Executive Producer : Lau Shir Li

Media Agency: iProspect