Merdeka & Malaysia Day Campaign Calls on People to Embrace Happiness

Client

Celcom

creative

M&C Saatchi

Every year when Merdeka rolls around, Malaysians are reminded of Tunku Abdul Rahman’s aspiration for the country, all races coming together for the progress and greater good of Malaysia. However, in recent years, Malaysians have voiced out wanting to see a better and happier nation.

Celcom Axiata Berhad (Celcom) wanted to use Merdeka & Malaysia Day as an opportunity to remind each other to embrace the spirit in which Merdeka was founded upon – happiness.

The 65th Merdeka is more than just another Merdeka celebration. It’s an opportunity for Celcom to inspire Malaysians to see ‘happiness’ as an integral part of progressing as individuals and together as a country.

 
 

Celcom’s Merdeka & Malaysia Day 2022 teamed up with M&C Saatchi to launch ‘Bahagia Kita’, which explores the heart of Malaysia’s harmony and happiness – the core values of kindness, acceptance and understanding upheld by every Malaysian, as foretold by Bapa Kemerdekaan Tunku Abdul Rahman. With inclusivity in mind, Celcom honours all cultures from East to West Malaysia by celebrating both Merdeka & Malaysia Day.

The thematic film entitled ‘Bahagia Kita’ follows the journey of 11-year-old Haikal. After he’s assigned to write a poem about Independence for school, he sets off on an eye-opening adventure around his neighbourhood. Haikal witnesses everyday Malaysian scenes and immerses himself in many multicultural experiences. It’s on this journey that Haikal learns that all Malaysians are inherently kind, and that the little things are what contribute to the nation’s happiness.

 
 
The Staff

The Staff

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