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This is a story of how a much-maligned corporation made a nation to re-look at itself by building a CSR initiative that was true to what it did. This is a story of Padiberas Nasional-BERNAS, the rice stock keepers of Malaysia and their CSR initiative-Bowls For Humanity, an initiative to make rice available to those who need it the most. This campaign involved a nation to partner BERNAS in its belief that Malaysia would be a better place if no one ever went to bed on a hungry stomach.
Instead of jumping into the band wagon of creating yet another Chinese New Year greeting ad, BERNAS stayed true to its brand essence and created an ad that talks about the true family spirit of forgiveness. BERNAS believed that their role in Malaysia is not only limited in supplying Malaysian with their staples but also ensuring Malaysians lives are enriched mentally and emotionally. By sharing a message that is easily relatable amongst Malaysians, BERNAS has managed to humanize the brand further.
