In Kuala Lumpur, Malaysia, the Malaysia Aviation Group (MAG), the umbrella entity for several aviation brands including Malaysia Airlines, has unveiled its inaugural group Hari Raya film. This creative initiative pays homage to the dedicated individuals who ensure the safety and comfort of air travel, both in the air and on the ground.
Heartfelt Storytelling
The film centers around a touching interaction between a Malaysia Airlines stewardess and an elderly woman passenger. During the flight, the passenger presents the stewardess with a poem expressing gratitude and respect for those who tirelessly serve others, especially during significant times like the Raya festivities. The narrative beautifully captures the theme, “only the strong can put others before themselves,” celebrating the selflessness of airline staff.
Commitment Beyond Duty
MAG’s Raya film is more than just a creative expression; it is a sincere acknowledgment of the sacrifices made by service industry professionals, particularly during festive seasons. “Many of our team members would prefer to be with their families during such times, yet they remain passionately dedicated to prioritizing our customers. This steadfast commitment forms the cornerstone of our identity as the national carrier,” stated MAG in a reflection on the campaign.
Culture and Community
The campaign, crafted by MAG’s in-house branding team and brought to life by Reservoir Production, is steeped in the values and spirit of Ramadan. It also reflects the deep-seated belief within the organization that “people are our true north.” This principle reinforces the idea that MAG’s strength and soul come from its people, fostering a sense of community and togetherness that resonates deeply during Ramadan.
Behind the Scenes
The decision to focus the film on the crew’s experience, including those who maintain aircraft safety and operations behind the scenes, stems from a desire to highlight the comprehensive efforts that go into ensuring passenger and cargo safety. “We aim to remind our staff that their hard work and sacrifices, particularly during the holidays, are deeply appreciated. We are thankful for their contributions to delivering Malaysian Hospitality,” shared MAG’s team.
Celebrating Internal Bonds
Lau Yin May, group chief customer experience officer at MAG, shared her excitement about the project, noting that creating the film was a unifying experience for the staff across different entities within the Group. “The process allowed our staff to meet and bond with colleagues they would typically not encounter. It was a unique opportunity to build stronger team connections and showcase our internal talents,” she remarked. This initiative not only highlights the dedication of MAG’s employees but also strengthens the internal bonds within the organization, promising more collaborative projects in the future.
