RHB’s 'Forgiveness’ campaign won gold in Content and Social Purpose at The Drum Awards for Marketing, spotlighting a lawyer’s act of compassion that inspired national unity amidst rising racial tensions in Malaysia.
Historically, Malaysia has been seen as a harmonious multi-racial country where the three major races (Malays, Chinese, and Indians) lived together peacefully. However, this harmony has been increasingly threatened by racial policies and political maneuvers. Since early 2024, Malaysia has experienced a rise in racial and religious tensions, fueled by politicians weaponizing these issues to gain power and followers. This escalation was exacerbated by incidents like the KK Mart controversy during the holy month of Ramadan in 2024, a time when Muslim sensitivities were at their highest.
The KK Mart incident involved a Chinese-owned retail chain selling socks with the Arabic word for God, “Allah,” inscribed on them. This sparked controversy and backlash from the Muslim community, who found it deeply offensive. Although the socks were quickly pulled from the shelves, the incident highlighted the sensitivities around religious symbols and the potential for such issues to escalate tensions in Malaysia's multi-religious society.
In short, Ramadan and Raya in Malaysia were no longer a month of blessing and harmony but rather a month of tension and strife.
As a brand that believes in 'TOGETHER WE PROGRESS' and serves as a stalwart beacon of unity, RHB faced the critical task of inspiring Malaysia to come together again amidst growing racial and religious tensions.
Make RHB the beacon of inspiration during Ramadan and Raya.
While advertising campaigns during Ramadan have traditionally been designed for Malay or Muslim audiences, RHB decided to take a different approach. It intended to use the occasion and what it stood for to speak to all Malaysians of different races, religions, and social statuses.
During Ramadan, forgiveness is a central theme where Muslims seek forgiveness for their sins and strive to purify their hearts. This includes seeking forgiveness from others and forgiving those who have wronged them. The act of forgiveness is believed to cleanse the soul and bring blessings upon the believer.
Show the transformative effects that a simple act of forgiveness can bring.
True stories are powerful motivators. This year, RHB’s Raya campaign found the perfect story to draw inspiration from: the real-life story of lawyer Ahmad Zaharil and his remarkable act of charity and forgiveness. His story is a testament to the transformative power of forgiveness and compassion. Through his actions, he exemplifies the true spirit of Ramadan, inspiring us all to reflect on our own capacity for kindness and forgiveness.
Forgiveness - A true story that turned national unrest into collective healing
Our festive film told the story of Ahmad Zaharil's most unforgettable case, emphasizing the emotional journey of both the lawyer and the woman he defended. The film showcased an Indian mother’s desperation to celebrate her son's academic achievement, which led to her being caught shoplifting a pencil case which she could not afford to buy.
Through cinematic storytelling, the video depicted Ahmad Zaharil's decision to take on the woman's case pro bono and his subsequent efforts to secure a reduced sentence for her. The narrative focused on the human elements of the story, emphasizing empathy, compassion, and the power of forgiveness. The video also featured the real heart-warming reunion between Ahmad Zaharil and the woman's son, who revealed that he had been inspired by Ahmad Zaharil's kindness to pursue a career in law. This reunion served as a powerful reminder of the lasting impact of acts of kindness and compassion.
With such a compelling and inspirational story of forgiveness in our hands, we knew it was time to share it with our audiences to inspire change and resonate deeply with people from all walks of life.
‘Forgiveness’ was launched on RHB Bank's social media platforms such as Facebook, YouTube, Instagram, and TikTok, which traditionally see a spike in viewership during festive seasons.
In addition to the organic reach achieved on RHB’s social media channels, strategic video ads were launched to amplify the film's exposure and connect with a broader audience. By combining organic engagement with targeted video ad placements, RHB ensured the film ‘Forgiveness’ was seen and shared widely, creating a powerful digital footprint that maximized both reach and engagement.
To further elevate the campaign, RHB rolled out an extensive PR strategy, leveraging a mix of traditional and digital media channels. This approach involved high-visibility interviews and appearances across prominent platforms. The campaign featured appearances on Malaysian news channels like Awani, as well as other TV networks that covered the film’s impact and themes. Interviews with journalists were conducted across both print and digital publications, offering in-depth coverage of the campaign’s message.
RHB also used a press release distributed to a range of online news outlets to broaden reach and inform the public about the campaign’s purpose. Additionally, the film’s themes were discussed live on Era FM, a popular Malay-language station, where an on-air interview helped foster discussions with a diverse audience. Forgiveness also made a feature appearance on Sana Sini, a popular Malaysian podcast, where hosts discussed the campaign’s significance, extending the message’s reach into the podcast’s dedicated listener base.
This strategic PR effort ensured the campaign not only reached a vast audience but also resonated deeply, sparking meaningful discussions nationwide.
The film was a massive success, garnering over 45 million views, over 350,000 likes, and over 50,000 shares from RHB’s own social channels alone, making it easily the most shared Malaysian campaign of 2024.
The film quickly went viral, captivating a national audience and receiving widespread coverage in newspapers, radio, and television. This exposure significantly boosted RHB's visibility and reputation. Additionally, the film gained prominence in local and international media, expanding its influence globally. Content creators across the world featured it on their own channels with numerous reaction videos made, demonstrating the resonance of the campaign’s message.
And finally, the campaign helped inspire the #MZB365 (Maaf Zahir Batin Hari Hari/seeking and giving forgiveness every day) movement by civil society organizations and the Malaysian media, advocating racial unity and the practice of seeking and giving forgiveness among Malaysians throughout the year.
Celebrated for its powerful message and cultural significance, ‘Forgiveness’ was honored locally, regionally, and internationally, highlighting its profound impact and reinforcing its role in uniting Malaysians through a story of empathy and kindness. These recognitions further cemented RHB’s reputation as a brand dedicated to social harmony and positive transformation.
As of today, the campaign had earned RHB over RM3.5 million (USD750,000) in earned PR value, making it arguably the most successful festive campaign in Malaysia in the past decade.