In conjunction with the anniversary of Malaysia’s independence and unification, Ikano Centres has launched “Flavours of Unity,” a campaign, created by independent creative agency The Clan Malaysia and Directors Think Tank, that celebrates little acts of kindness and togetherness.
The centrepiece is a short film about a mixed-race family and an elderly ‘pak cik’ (Malay term for uncle) who are brought together by circumstance at an Ikano Centres food court.
“We truly believe that unity is found in everyday interactions,” said Teh Sue May, Head of Copy at The Clan. “This Merdeka and Malaysia Day campaign aims to shift the focus to the genuine moments of connection that define our nation and its people.”
Executive Creative Director Yow Kuan Wai, added: “We consciously avoided anything grandiose or epic. In fact, we set out to tell the smallest story possible, centred around the smallest of settings – the dining table – to convey a bigger theme of goodness begetting goodness. Like many Malaysians, I’ve personally experienced moments where I’ve had to share a table at a crowded eatery with total strangers. In most cases the interactions were minimal, but I also remember instances where my family and I ended up having a good chat with people we barely knew but suddenly liked.”
Ikano Centres Marketing Manager, Karina Kamaruzaman, said: “Our campaign underscores that Ikano Centres are more than just shopping destinations. Our meeting places are also vibrant community hubs offering a diverse mix of shopping, dining, and family-friendly activities that bring people together and create shared experiences.”
“Flavours of Unity” is off to a strong start. After just one week, the campaign film has already garnered over 450,000 views and over 10,000 reactions across Facebook, Instagram, and YouTube. And the numbers are steadily growing. Viewer sentiments have been overwhelmingly positive, with some even comparing it to the work of the late Yasmin Ahmad, a filmmaker who became a household name for her authentically Malaysian and emotionally stirring stories.
Festive celebrations hosted by Ikano Centres for Merdeka and Malaysia Day are currently ongoing at all its shopping centres nationwide, namely IPC Shopping Centre, MyTOWN Shopping Centre, Toppen Shopping Centre, and Klippa Shopping Centre.
Credits
Creative Agency: The Clan
Business Chief: Syed Nasir
Creative Chief: Casey Loh
Executive Creative Director: Wai
Head of Copy: Teh Sue May
Art Director: Ting Nick Jee
Designer: Nur Khalisah
Associate Account Director: Megan Janz
General Manager: Sandra Heung
Production House: Directors Think Tank
Film Director: Aiman Aliff
Executive Producer: Suraya Rezal
Producer: Benedict Lazaroo
Post-Production: Tank 3 Asia
Audio & Music: Tank Music
