Prudential Malaysia: Share The Light

Challenge

Malaysia has a complex multiracial population, predominantly defined by 3 major ethnic groups: Malay, Chinese and Indian races; the core audience for Prudential are Malay and Chinese. To increase brand presence among the Indian market and take a brand position of inclusiveness, Prudential wanted to leverage on one of the biggest Hindu festivals – Deepavali.

Disruption

Indian culture is extremely complex that many Malaysians have little knowledge or insight to. Common misconceptions result in assumptions which most have held onto based on what was heard. Malaysians converse in English on a daily basis by incorporating different terms from different languages including Tamil, but some of these terms weren’t implemented correctly.

Zeno’s strategy:

  • Debunk these common misconceptions on the Indian language to create resonance with Malaysians of all races.