Spikes Asia
LEO BURNETT, Kuala Lumpur / PETRONAS / 2017
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About a hundred years ago, the majority of Indians came to Malaya as coolies.
Working in the newly opened rubber plantations.
Although it has been decades, their low-standing image in society has never left them.
Parents of young children still say, “study hard or you’ll end up like the Indian road sweeper”. Sad but true.
Malaysian Indians have been stereotyped with words like uneducated, gangster, thief, drug addict and drunks.
Although many brands would shy from discussing such taboos in a festive film, we felt that this injustice is exactly the thing we needed to bring to light.
After all, Deepavali is a celebration of good triumphing over evil. Light overcoming darkness.
The film “I AM MUNIANDY” is about 2 friends who didn’t let misjudgement define them. The final message is that breaking stereotypes and judgement isn’t easy but if we let the light in our hearts be our guide, we will be able to see the good in everyone.
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