Axiata’s Merdeka brand film lands Experts’ Choice Awards

Axiata Group Berhad’s (Axiata’s) Merdeka Brand Film — The Turning Point emerged as one of the Top 10 winners of the Experts’ Choice Awards Merdeka TVC Edition 2022 by MARKETING Magazine readers.

ADA produced the inspirational short film in conjunction with Malaysia’s Independence Day on 31 August and Malaysia Day on 16 September.

In the film, the protagonist, Intan, an indigenous community member, successfully built a business that helped her community thrive and prosper. 

A chance encounter marked the turning point for Intan’s remarkable journey when she was gifted a book on how to start a business — a seemingly insignificant moment that changed her life and community in ways she could never have imagined.

The short film reflects Axiata’s proposition to advance and transform the lives of communities across Malaysia, leaving no one behind.

Similarly, this Merdeka, Axiata wished to spotlight the marginalised communities, including senior citizens, urban poor, single moms and the disabled groups that are often excluded from the narrative of equal access and deprived of opportunities.

For the marginalised in Malaysia, Axiata aspires to be the turning point to a better life and a brighter future.

“ADA is very proud that we were able to bring this beautiful story to everyone. As a company, we will be delighted and grateful if we get a chance to use our creativity and digital capabilities to bring smiles to more “Intans” in our community,” said Anurag Gupta, Chief Operating Officer, ADA.

The short film has gained over 4.4 million views across all social channels.

It’s a tradition for MARKETING Magazine to organise the annual Experts’ Choice Awards as a chance for their readers to vote for the brand, agency and production house they support. 

The award sees the participation of major players from industries such as Telecommunications, Food & Beverage, Healthcare, Banking, Insurance, Automotive and more.

ADA is a data and artificial intelligence company that designs and executes integrated digital, analytics, and marketing solutions.

Operating across ten markets in South and Southeast Asia, ADA partners with leading brands to drive their digital and data maturity and achieve their business goals.