FCB SHOUT鈥檚 latest campaign for RHB Bank looks certain to drive off with the hearts of audiences this coming Diwali season. Titled 鈥楬ero鈥, it features the true story of P. Raveendran, a Seremban-based taxi driver who was inspired by Bollywood superstar Rajinikanth鈥檚 film 鈥楤aasha鈥 to become a real Malaysian hero by providing free rides to pregnant ladies and mothers with babies. Raveendran鈥檚 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.
鈥楬ero鈥 is part of RHB鈥檚 long-running brand campaign created by FCB SHOUT, featuring real inspirational stories of everyday Malaysians who have delivered real progress to local communities. Since 2015, RHB鈥檚 strategy of utilising festive occasions as a platform for brand building has paid dividends, with consistent growth in brand equity and business performances that led to the bank fast becoming one of Malaysians most valuable brands. Since its inception, the campaign and its evolving themes have picked up over 100 international, regional and local marketing awards, continuing to dominate the stage with wins at A+M MARKies, Campaign Brief鈥檚 The Work, Shots APAC Film Awards, Marketing Excellence Awards, Malaysian Digital Awards, MAA Globes and Ad Stars. The campaign also recently picked up the top gongs at the 2022 APPIES Asia-Pacific, as well as the Best in Malaysia award at the 2022 Dragons of Asia.
Commenting on this latest addition to RHB鈥檚 legacy, Abdul Sani Abdul Murad, the Group Chief Marketing Officer of RHB Group, had this to say: 鈥淩HB believes in Making Progress Happen for Everyone. It鈥檚 the driving inspiration behind all that we do 鈥 from our determination to provide the right products and services, to the timeless and timely work that we create with FCB SHOUT. Times might have changed, but being the People鈥檚 Ally who believes that progress is for everyone will always be RHB鈥檚 North Star. And if the last few years have taught us anything, it鈥檚 that progress in our society happens every day and is often unheralded. Oftentimes, it is these simplest of acts that inspire a wave of positivity and from that, real sustainable progress. We hope that our telling of Raveendran鈥檚 story will lift hearts and put a smile on everyone鈥檚 faces this Deepavali.鈥
Commenting on what makes this spot different from its predecessors, Ong Shi-Ping, co-owner and chief creative officer of FCB SHOUT, says that it was Raveendran鈥檚 fondness for Bollywood movies that granted the agency the licence to adopt a unique but relevant tonality for the film. 鈥淎uthenticity is important in how we tell RHB鈥檚 stories. The tone that we set has to fit the narrative and fundamentally, has to be appropriate for the brand. Thoughtlessly doing random things merely to lure viewers into watching is just cheap tricks. For 鈥楬ero鈥, it was fitting to make it a Bollywood-style piece, as that鈥檚 the inspiration behind Raveendran鈥檚 acts of charity 鈥 which he and our talents definitely pulled off, thanks to their natural flair!鈥
Starting last year, FCB SHOUT鈥檚 brand campaigns for RHB have featured narratives that are aligned with the bank鈥檚 ESG initiatives. This series, dubbed 鈥楶eople, Purpose & Progress鈥, features 鈥楾he Inner Light鈥, RHB鈥檚 2021 Deepavali story about Dr. Nisha Thayananthan, a medical doctor on the frontlines of Covid-19 whose dedication and kindness led her to becoming Miss Earth Malaysia; 鈥楢 Spark for Change鈥, the amazing tale of 10 young schoolchildren who took it upon themselves to clean up their village鈥檚 litter problem, which was aired during this year鈥檚 Chinese New Year and became a massive viral sensation; and 鈥楽ama Bersama鈥, the 2022 Hari Raya spot that highlighted the efforts of social activist Arissa Jemaima Ikram Ismail and her NGO in providing free education to illiterate refugees in Malaysia 鈥 which was an incredibly timely tale, given the growing plight of refugees stemming from the conflicts in Palestine, Syria, Ukraine and the Rakhine state in Myanmar.
About his challenges in producing 鈥楬ero鈥, Tjer, head of creative for FCB SHOUT, says: 鈥淭his film proved to be one of the toughest yet most fun experiences for all of us. Tough, because we knew right off the bat that this spot has to be an homage not only to Raveendran as a Malaysian hero, but also to the complex nuances that make Indian cinema so beloved around the world. Fun, because it was such a significant departure from our other RHB festive films in terms of tonality and mood; it鈥檚 not often you get to see the production crew dancing along with the cast on set! The real challenge, however, is striking the balance, having just the right amount of Bollywood-style entertainment without losing the essence of what is truly a remarkable story of progress. Thanks to our production partners at Teddy B Studios and GT Records, we managed to pull it off spectacularly!鈥
鈥楬ero鈥 aired on 11 October 2022 across RHB鈥檚 social media channels, and continues to receive rave reviews for its story.