MBCS + SAFI’S NEW FILM CELEBRATE THE BEAUTY OF AUTHENTICITY THIS RAYA SEASON
MBCS, the media-fuelled creative content practice within the IPG Mediabrands network, has developed a brand film for leading Halal personal care brand Safi alongside the upcoming Raya season.
Safi, a brand that helps women embrace their beauty with confidence, has launched a RM 1 million scholarship – the Biasiswa Siswi Safi – which aims to provide financial assistance for qualified underprivileged young women by supporting their academic & professional development in their chosen fields of study.
In celebration of this brand initiative, ‘Kaherah Untuk Farah’ (Farah in Cairo) was launched. It sees a young Malaysian woman as she embarks on a trip of a lifetime to pursue her studies abroad, facing the challenges of cultural differences, amidst diversity and self-esteem struggles. She eventually finds belonging by acknowledging her roots and connecting to her true self to embrace her own authentic beauty.
Ahmad Nazril Ibrahim, Executive Creative Director at MBCS, said: “This story is one of aspiration, hope and diversity. Studying abroad symbolises modernity and ambition and is something many Malaysian youth aspire to, so narrating this brand promise through this special story is something quite meaningful for all of us. While this experience may be a dream come true, it is also a time of personal challenges to accept your own identity and find belonging in a space that may be so vastly different from home. We wanted to show how Safi, as a well-known and trusted brand, is here to support the dreams of the youth of today and to celebrate the beauty of authenticity from within.”
Safi, a brand that helps women embrace their beauty with confidence, has launched a RM 1 million scholarship – the Biasiswa Siswi Safi – which aims to provide financial assistance for qualified underprivileged young women by supporting their academic & professional development in their chosen fields of study.
In celebration of this brand initiative, ‘Kaherah Untuk Farah’ (Farah in Cairo) was launched. It sees a young Malaysian woman as she embarks on a trip of a lifetime to pursue her studies abroad, facing the challenges of cultural differences, amidst diversity and self-esteem struggles. She eventually finds belonging by acknowledging her roots and connecting to her true self to embrace her own authentic beauty.
Ahmad Nazril Ibrahim, Executive Creative Director at MBCS, said: “This story is one of aspiration, hope and diversity. Studying abroad symbolises modernity and ambition and is something many Malaysian youth aspire to, so narrating this brand promise through this special story is something quite meaningful for all of us. While this experience may be a dream come true, it is also a time of personal challenges to accept your own identity and find belonging in a space that may be so vastly different from home. We wanted to show how Safi, as a well-known and trusted brand, is here to support the dreams of the youth of today and to celebrate the beauty of authenticity from within.”
