AdminThe true story of P. Raveendran, a taxi driver from Seremban who gives pregnant women and mothers of young children free trips, has been featured in RHB Banking Group’s Deepavali campaign this year.
Raveendran began his selfless act in 2019 after being inspired by the film ‘Baasha’ starring Bollywood superstar Rajinikanth. He continued his selfless act throughout the pandemic, despite barely making ends meet himself. His charitable spirit never wavered, and he continues to refuse payment from those passengers to this day.
The new commercial, titled “Hero,” was created in collaboration with FCB SHOUT. It is part of the bank’s long-running brand campaign, which features real inspirational stories of ordinary Malaysians who have made significant contributions to their communities.
Ie Tjer Wang, FCB SHOUT’s head of creative said film proved to be one of the most difficult yet enjoyable experiences for everyone involved. In terms of tone and mood, it was a significant departure from the other RHB festive films.
The team, according to Wang, recognised right away that this piece had to be a tribute to both Raveendran as a Malaysian hero and the nuanced details that make Indian cinema so beloved worldwide.
“It’s 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,” Wang said.
Ong Shi-Ping, co-owner and chief creative officer of FCB SHOUT said Raveendran’s preference for Bollywood films gave the agency permission to use a distinctive but relevant tonality for the movie.
“For ‘Hero’, it was fitting to make it a Bollywood-style piece, as that’s the inspiration behind Raveendran’s acts of charity – which he and our talents definitely pulled off, thanks to their natural flair!” Shi-Ping said.
Meanwhile, Abdul Sani Abdul Murad, RHB Bank’s group CMO, stated that it is often the simplest of acts that inspire a wave of positivity and, as a result, real sustainable progress.
“We hope that our telling of Raveendran’s story will lift hearts and put a smile on everyone’s faces this Deepavali,” Sani said.
Sani went on to say that RHB believes in “Making Progress Happen for Everyone,” and that this is the driving inspiration behind everything the bank does.
The campaign and its evolving themes have picked up over 100 international, regional and local marketing awards since its start. With wins at Campaign Brief’s The Work, Shots APAC Film Awards, Marketing Excellence Awards, Malaysian Digital Awards, MAA Globes, and Ad Stars, it continues to dominate the stage.
The campaign also recently won top honours at the 2022 APPIES Asia-Pacific and Best in Malaysia at the 2022 Dragons of Asia.
“Hero,” which debuted on RHB’s social media platforms on October 11, 2022, continues to receive rave reviews.
