The pandemic hasn’t been easy. Especially on the B40 community. But it is in these hot flames that the B40’s iron will was forged. They found ways to work harder and smarter. They found ways to learn, grow and excel. While still finding ways to support one another. What if Maxis could talk up to them when everyone talks down to them, and turn a government giveaway into a gateway for B40 to Always Be Ahead?
To help inspire the B40 forward, we looked back and found inspiration in the timeless, inspiring anthem: Fikirkan Boleh. Often heard on RTM in the 90s, to crowds spontaneously singing for at the national sports team and even the COVID-19 frontliners, Fikirkan Boleh is an anthem that reminds us that when you think you can, you can.
We launched an inspiring anthem inspired by the B40’s spirit of resilience. Reminding them that with this spirit and help Maxis' suite of accessible digital services, they’ll Always Be Ahead.
#KAUBOLEH
The casestudy.
