Ad Nut
Apr 20, 2023

What's broken can have new life in RHB Bank's sustainability-themed Hari Raya ad

The Malaysian Bank's Hari Raya ad for 2023 features Ramli Aziz, a retired police officer who builds disabled-friendly tricycles using scrap items that are 100% recyclable.

What's broken can have new life in RHB Bank's sustainability-themed Hari Raya ad

RHB Bank's latest Hari Raya film is based on the true story of Pak Cik Ramli, a retired police officer in Malaysia who builds disabled-friendly tricycles using 100% recyclable scrap items.

The ad is a timely reminder that as long as one can look past rough edges and flaws, there will always be beauty and a greater purpose, be it in a person or an object. It tells the story about a bicycle-loving boy who feels like he's lost his purpose in life due to his disability until he meets Pak Cik Ramli, and everything changes.

Ad Nut will not spoil the rest of the story for you, but let's just say that it is a real tear-jerker. This isn't too surprising as an ad for a bank known to pull at emotional heartstrings and tell inspiring stories. In this way, the tone of the ad, complete with swelling music, seems almost a bit predictable.

However, Ad Nut cannot help but admire the storyline and Pak Cik Ramli's creativity and commitment to sustainability. We all need that reminder of value and purpose and if that message can also promote environmental sustainability, then it's a win-win in Ad Nut's book.

So, remember to look past the flaws and appreciate the beauty in everything. Even in ads for banks.


RHB Bank 

Group CMO: Abdul Sani
Head, Group Brand Comms: Tunku Hazli Tunku Tolha
Manager, Group Brand Comms: Anwar Amin


Co-owner & CEO: Shaun Tay
Co-owner & CCO: Ong Shi Ping
General manager: Syahriza Badron
Head of creative: Wang Ie Tjer
Associate CD's: James Voon, Jonathan Chan
Designer: Tan Lai Kuen
Senior Brand Director: Timothy Teh
Brand Manager: Nik Nawwal
Project Executive: Ng Ju El
Bahasa Copywriter: Sal Abdul Malik
Senior Producer: Amin Taib 

Production House: D Moving Pictures

Film Director: Dick Chua
Producer: Jocny Lai

Music, Sound Design & Composer: GT Records

Executive Producer:  Tunku Shafiq
Producer:  Charmaine Tan
Sound Engineers: Brian Wong

Post House: Asia Pacific Videolab

Producer: Foo Shuk Ling
Offline Editor:  GK Koon
Online Artist: Aznir Rahman
Colorist: Kah Seng

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Campaign Asia

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