Grey Malaysia, TM Unite the Nation in Multilingual Song to Celebrate Bulan Kebangsaan

This Bulan Kebangsaan, Malaysians can now see and share themselves singing an iconic Malaysian song of unity in any of 17 different languages and dialects, thanks to a unique technology platform created by Grey Malaysia.  

The innovative AI platform utilises the tradition of celebratory song to create a universal invitation to engage with the potential of AI, furthering TM's commitment to making technology accessible to all Malaysians. The campaign uses a combination of seven AI technologies to bridge language barriers and connect diverse voices, uniting the country and bringing everyone closer to a truly inclusive Digital Malaysia. 

Despite the rapid growth of generative AI, there are still limitations to what all of the various platforms actually know about Malaysian language and culture. For this year’s Bulan Kebangsaan campaign, Sejuta Suara, Satu Ritma, Jiwa Malaysia, TM is creating a uniquely authentic demonstration of how these new technologies can be utilised to celebrate Malaysian languages and dialects through a song. 

Housed on a microsite at https://sejutasuara.tm.com.my/, Malaysians now have the opportunity to sing their rendition of Gemuruh, a well-known Malaysian song, in various local languages and dialects effortlessly. This is made possible with the assistance of integrating seven cutting-edge AI and API platforms that specialise in lip sync and voice cloning. With the help of Kits.ai, HeyGen and SyncLabs, the microsite can trace and clone the voices of Malaysians to sing with pride, in their choice of language or dialect. 

“By exploring the complexity of AI voice mapping, we wanted to use the tech to our advantage by celebrating the diversity of our languages and dialects. It’s beautiful to hear how rich our country is in culture, through this platform. I believe this is just the beginning for us to make AI our ally.” Lysha Zulkifly, senior copywriter of Grey Malaysia. 

What was once a soulful song has now turned into a rallying anthem, fostering connections of old and new by bringing Malaysians a step closer together this Bulan Kebangsaan.

“I used to hear Gemuruh in school and to see it come to life in this way is surreal. Turning one song into multiple languages and dialects was the perfect way to showcase the richness of our diverse nation.” Jamie Hendricks, creative group head, Grey Malaysia. 

The campaign was created alongside Directors Think Tank and Nacho Usual Collective to produce the first Malaysian music video that consists of AI-generated vocals in multiple languages and dialects.  Bringing to life the richness of our languages through the diverse expressions of Malaysians delivering their own versions of Gemuruh, making this the ultimate music video for Malaysian by Malaysians.