Telekom Malaysia (TM) is pushing the creative envelope. This Independence Day, they have rolled out a music video, but not just any video – one that harnesses the power of generative AI. This allows them to project the vibrant tapestry of Malaysian traditions from a unique digital lens.
Titled “AIDENTITI KITA” or “OUR AIDENTITY”, the campaign is not a solo act. It shines the spotlight on local artists like MK from K-Clique, Suki Low, and Balan Kash. What’s captivating is how AI dynamically morphs the visuals as these artists engage with their surroundings, be it people or even the local cuisine. All through the video, viewers encounter swift text prompts, providing them with insights into Malaysia’s deep-rooted culture.
A statement from TM elaborates, “Our inspiration has been the diverse mosaic that Malaysia is. With a focus on human-centric technology, our goal is to bridge the distance between culture and the digital world, thereby fostering unity.”
Amar Huzaimi Md Deris, TM’s group CEO, took this a step further, “This campaign is more than just an innovative representation. It underscores our promise of ‘Your Next is Now’. It stands as a testament to our commitment to pioneering technologies, ensuring that every Malaysian can access them.”
Deris also emphasized how “AIDENTITI KITA” underlines TM’s dedication to the National Artificial Intelligence Roadmap. With AI earmarked as a significant pillar of the 4th Industrial Revolution, Malaysia is charting its course to attain the status of a tech-savvy nation by 2030.
The campaign doesn’t stop at just visual engagement. It beckons the public to be a part of the narrative. Anyone can generate their unique AI-driven profiles or “AIDENTITIs” by inputting data about their state of origin, cherished food, and a cultural symbol. For those seeking a bigger stage, there’s an opportunity to flash their personal “AIDENTITIs” on digital billboards across the country.
But there’s more in TM’s Independence Day celebrations. They’ve joined forces with merchandise brand A Piece of Malaysia (APOM). The objective? To honor all 14 states of Malaysia through exclusive APOM merchandise.
The creative wave of integrating AI isn’t limited to TM alone. Other Malaysian brands are hopping on the bandwagon. Take RHB Bank and Star Media Group, for instance. Their #JomSapot BeliLokal initiative (“Come Support and Buy Local”) is back with its second edition, promoting small to medium-sized businesses. The cherry on the cake? Malaysian icon – actress, TV host, and entrepreneur Sazzy Falak. With the magic of AI and machine learning, and in collaboration with RHB’s creative agency, FCB SHOUT, the campaign appears to feature Falak, thus endorsing local merchants.
In essence, Malaysia’s brands are ushering in an era where technology doesn’t overshadow tradition but enhances it, offering the world a refreshing perspective on heritage in the digital age.
News source: Marketing Interactive.