Less than a week before Aidilfitri, RHB Bank’s latest short film advertisement became a crowd favourite for retelling the heart-warming story of a lawyer who helped a destitute mother arrested for stealing a pencil box for her son.
The advertisement, titled “RHB Raya 2024: Lembaran Baharu” (new beginnings) garnered warm responses from netizens after it was uploaded on their social media platform on March 30.
The video retells the story of lawyer Ahmad Zaharil Muhaiyar who accidentally met an Indian mother, who was brought in handcuffs to court in 1998.
Seeing the distressed woman, Zaharil approached her and asked about her charges.
He found out that she was arrested for stealing a pencil box for her son to reward him for becoming a top student in his class. The woman was working as a cleaner and couldn't afford the promised reward.
Zaharil’s effort to help the woman in court resulted in the magistrate subsequently discharging her on good behaviour.
The story, however, didn’t end there.
In 2018, a man in his early 30s approached Zaharil and introduced himself as the cleaner’s son, adding that he was currently a practising lawyer.
Since the video was uploaded four days ago on the bank’s YouTube channel, it has gained over two million views and a few hundred comments, with a majority thanking the bank for choosing the story as it portrays not only the kindness in helping others but showcases the diversity in the country.
‘It’s about second chances’
In an interview with Singapore’s website Marketing -Interactive, the bank’s chief marketing officer Abdul Sani Abdul Murad said the advertisement was made based on the bank’s goal to create a genuine connection with its audience.
“By encouraging feedback and dialogue, we gain valuable insights on how our content resonated across diverse communities,” he added.
FCB Shout’s head of creative Wang Ie Tjer who heads the campaign said the advertisement demonstrates the perfect example of second chances and forgiveness.
Wang said in an increasingly divided world, Zaharil’s story can inspire more people to be kind and open in giving second chances, similar to RHB”s brand purpose which is to “Make progress happen for everyone”. - Mkini
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