RHB Bank's Chinese New Year Spot Lifts Festive Spirits with True Story of Belief, Love and Devotion
Titled ‘Love Carries On’, RHB Bank’s latest Chinese New Year film, which was created by FCB Malaysia, tells the true story of Ngu Ee Kiong, a father from Sibu, Sarawak, who went through great lengths to keep his daughter, Ngu Nyok Ping’s dreams alive.
The film centres around Mr Ngu’s lifetime of selfless dedication towards his daughter, who lost her mobility to Spinal Muscular Atrophy at a young age. When Nyok Ping faced difficulties travelling to school due to her disability, coupled with the poor road conditions, Mr Ngu took the responsibility on his shoulders and carried her to school every single day, so that she could continue receiving the education she needed.
Despite their journey together was paved with rough paths and a life-changing disease that threatened to derail a young Nyok Ping’s future, Mr Ngu’s incredible actions of love paid off, as Nyok Ping obtained her master’s degree from Universiti Malaysia Sarawak (UNIMAS) in 2016. Today, she dedicates her life to helping fellow disabled members of her community.
Abdul Sani Abdul Murad, group chief marketing officer of RHB Group, said: “There may be times we find ourselves faced with an obstacle too big to overcome on our own or a dream too far for us to reach, but with the unconditional support and love from those around us, we will realise that we’re never truly alone in our journeys. It’s in them that we will find the strength to progress and succeed. That message is the bedrock of this film, and it’s especially relevant now because even as we are preparing to usher in the Chinese New Year, many of us are still faced with the waves of challenges brought upon by the pandemic. This spot aims to remind Malaysians that they’re never alone during these times, and it encapsulates what RHB’s brand promise of 'Together We Progress' means amazingly well.”
Meanwhile, Tjer, FCB Malaysia ’s creative director, added: “This story about Mr Ngu and his daughter is so unbelievably out of this world and profound that when we first came across it, we spent a good amount of time on fact-checking just to ensure that it was real and not fiction. It’s such a beautiful story, and thanks to our amazing production partners, it was retold and reimagined just as beautifully in the most effortless manner, despite the tremendous amount of depth that it carries.”
“Many parents who find themselves in Mr. Ngu’s shoes would probably just resign to a lifetime of caring for their disabled child and keeping their expectations in check." concluded Ong Shi Ping, co-owner and chief creative officer of FCB Malaysia. "But not only did this amazing dad keep his belief in his daughter’s capabilities, he also did what not many people could or would do to guide her in finding her own place in the world. And because of that, Ms. Ngu managed to achieve the kind of success that most of us can only dream of. It’s a truly remarkable story about progress."
The campaign was launched on 15th January 2021 and is running across all RHB Bank’s social and digital channels in conjunction with the Chinese New Year festive celebration, which starts on the 12th February 2021. It has already garnered over six million views, 15,000 likes and 1,500 shares across RHB’s social media platforms.
