Talented Buskers Come Together in Musical Raya Spot for Hong Leong Bank

As Malaysians prepare to celebrate a socially-distant Raya in view of the pandemic and Movement Control Order (MCO), Hong Leong Bank and Hong Leong Islamic Bank, in partnership with Naga DDB Tribal, launch the Hari Raya campaign, ‘Suara-Suara Raya’ (Voices of Raya). 

'Suara-Suara Raya' represents Hong Leong Bank’s effort to encourage Malaysians to make the most out of this Raya, starting with taking the important and right steps for a stronger financial future through rewards and incentives on key products.  

To bring the campaign to life, HLB and Naga DDB put together some of Malaysia’s most talented buskers, who like much of the entertainment industry, have been severely affected during the pandemic. With street and public performances not allowed due to social and movement restrictions for the better part of the past year, many local artists, musicians and performers found their livelihoods disrupted. 

For the Bank’s festive video, HLB and Naga DDB collaborated with local buskers, including Maha Jefferey, Josh Thomas, Qiera, David Soh, Aidil and sisters Amirah Syamimie and Amirah Syamida for a special performance of  ‘Suara-Suara Raya’, a tune that pays homage to the much-loved, ‘Satu Hari di Hari Raya’ by M. Nasir. The bank will also feature them and other talents in the upcoming Suara-Suara Raya live concert via Facebook Live on Friday, 21 May 2021.

Zalman Zainal, chief marketing and communication officer of HLB said: “What is Raya without the melodious tunes of cheerful and evergreen Raya songs? The Raya spirit is not just embodied through family gatherings and food, but it’s also expressed through music.”

“The festive video produced in collaboration with our talented local buskers aims to share the Raya spirit. It is both an adaptation of a classic Raya song by putting a twist to the lyrics, resonating with the challenges we have endured over the past year. It may be our second Raya where we have to deal with the shadow of the pandemic, but together, we have to maintain a positive outlook and continue to make the best of the ongoing restrictions and overall situation and realise how far we have come and to look forward in anticipation of better days ahead,” added Zalman. 

“In a socially-distant world, it is heartwarming to be able to put together a campaign that not only builds a brand story, but also genuinely helps segments of society that have been hit hard by the pandemic - our beloved live music performers,” said Heshvin Vasudevan, Naga DDB art director. “With this collaborative effort between HLB and Naga DDB, we are happy to lift the spirits of our fellow Malaysians as we welcome the Raya celebrations this year,” Shaiha Shazali, Naga DDB copywriter, added.

HLB’s eagerly-anticipated ‘Suara-Suara Raya’ campaign will run from 27 April – 11 June 2021. The campaign features a guide on how to make the most of this year’s Raya celebration, covering topics for Raya prep that includes fashion, home décor and fitness. Most importantly, the Bank is giving exciting rewards and cashback across key products and services, which customers can easily access digitally via HLB Connect, the Bank’s online and mobile banking platform, to start taking steps towards financial sustainability.