Created by FCB Kuala Lumpur, “Light Up Lives with Tabung Teddy” is the sixth campaign in RHB Bank’s Challenger Series and commemorates the upcoming Deepavali festivities. This edition sees the brand’s challenger spirit manifested in a collaboration with Dr. Madhusudhan Shanmugam of the Teddy Mobile Clinic. This is the first campaign to have a powerful call to action, encouraging the public to donate to the Teddy Mobile Clinic via the creation of RHB’s Tabung Teddy, which will be launched closer to Deepavali.
Dr Madhusudhan and his volunteers have been providing free medical check-ups for various orphanages, elderly homes, disabled homes, the homeless, the urban poor, Orang Asli villagers, and refugees for over three years now. When he first started, Dr Madhusudhan funded the cost of medicines and other necessities but along the way, donors provided supplies such as food, clothes, and other key items.
“Hopefully with the RHB collaboration and the public’s kind support, we will be able to continue our mission into the following year to treat even more people and to truly make a difference in the lives of those who need help,” he said.
When asked to elaborate on the intention behind the work, Ong Shi Ping, FCB’s Chief Creative Officer and Natasha Aziz, General Manager had this to say: “When you hear Dr Madhusudhan’s wonderful story, one would believe that someone like him would only exist in fairy tales. Yet he is a living and breathing testament to the ultimate selflessness, dedication, and commitment to the welfare of others. We were honoured to be able to tell his story and to bring this magical tale to life this Deepavali.”
Elaborating on this, Abdul Sani Abdul Murad the Chief Marketing Officer of RHB Group had this to say: “Dr Madhusudhan embodies RHB’s spirit of supporting the community to give everyone, regardless of age, gender, race, or income levels the opportunity they deserve in life. He is the epitome of the spirit of ‘progress’ as standing for more than the conventional goals, but as a chance to help bring light to the lives of others. We truly hope that the Malaysian public will be inspired by his story to support the cause.”
The campaign was launched on 27th October across RHB’s social media channels with FCB Kuala Lumpur responsible for full creative development.