It’s official: the way to reach Malaysians is through their hearts.
Marketing and public relations managers across the nation should absolutely take note!
Recent evidence of this can be found in the public reaction to Mah Sing Group Bhd’s heart-warming Hari Raya video, which captured the essence of joy and happiness synonymous with the Hari Raya festivities.
Aptly themed “Our Unsung Heroes” the Group’s Hari Raya video featured the Mah Sing team throwing an Iftar or break fast open house for the 600 Muslim construction workers currently on the job at Southville City during the holy month of Ramadhan.
The video scores extra points for sharing some of the workers’ heartfelt stories.
Released on 21 June 2017 on the company’s Facebook, YouTube and WhatsApp platforms, it currently has more than 1.5 million views, as well as approximately 40,000 likes and reactions (12,000 shares on Facebook).
Mah Sing’s group managing director Tan Sri Dato’ Sri Leong Hoy Kum believes construction workers are the unsung heroes of the industry.
“Many of them are Muslims and they work throughout the month of Ramadhan to build our homes. This video shares some of their stories and the hardships they face. We wanted to show our appreciation to them by breaking fast together as well as thank them for all the hard work they have done for us. We hope this video will leave a warm feeling in the hearts of the Rakyat as they celebrate this Hari Raya festival with family and friends,” Leong said.
On 9 June 2017, the Mah Sing team threw an Iftar Open House for their construction workers in Savanna Executive Suites, Southville City. More than 40 members of the Mah Sing corporate team gave out meal boxes to the construction workers and broke fast together at the stroke of Iftar.
The festivities continued afterwards with singing and dancing sessions. Prizes were also given out to the construction workers who took part in the games and activities.
Leong also gave a total of RM30,000 or RM50 to each construction worker as “duit raya” (cash gifts). He said it was a small token from the company, but hoped it would add some joy for many who would have to spend Hari Raya far from home.
Watch the video here: