KUALA LUMPUR: The largest integrated media company in Malaysia, Media Prima Berhad (Media Prima) launched a National Day and Malaysia Day campaign themed 'Manis Pahit Bersama' to celebrate diversity and unity by highlighting the nation's favourite kuih (traditional desserts).
Under the slogan 'Berdiri bersatu dan meraikan sesuatu yang manis menjadikan kita sebagai warga negara malaysia yang unik' (Standing together and celebrating something sweet make us unique as citizens of Malaysia), the Manis Pahit Bersama Media Prima campaign introduces the power of food in nurturing relationships.
Media Prima Group Managing Director, Rafiq Razali said the campaign was one of Media Prima's efforts to foster a sense of pride and love for the country, besides embracing the cultural diversity that defines Malaysia.
"The aim is to inspire a sense of patriotism that unites Malaysians by highlighting our favourite traditional kuih, snacks and desserts.
"Whether it's Seri Muka, Ang Ku, or Vade, the variety of kuih serves as a symbol of heritage that unites us as Malaysians.
"It is time for us to unite and celebrate our love for the country by reflecting on shared experiences and values. Nothing makes a celebration more delightful than Malaysia's favourite food," he said.
The campaign was organised to create a sense of togetherness and equality among Malaysians.
Rafiq stated that Media Prima incorporated the nation's popular traditional foods and desserts as part of their National and Malaysia Day campaigns.
"The 360 campaign includes a short video, an exclusive Tonton telemovie and various activities that will be held around the Klang Valley in conjunction with independence month.
It also aims to ensure broad reach and impact by continuing to serve content on television, radio, social media, print media and out-of-home advertising.
"Through these channels, the Manis Pahit Bersama campaign is expected to strengthen the value of uniting Malaysians together," he said.
This campaign started last Saturday with a Malaysian kuih class with Jaguh Kartun TV9, located at Sarang Cookery, Bukit Bintang, Kuala Lumpur.
Ten children and their parents attended the cooking class to learn how to prepare Kuih Ketayap, Kuih Angku, and Putu Mayam.
The next day, people gathered at the Central Market for the Malaysian Mega Kuih event, where they made and distributed over 500 Onde Onde Kuihs.
Snippets from the event are featured in the campaign video, highlighting the country's togetherness and love for kuih.
Next, on Sept 16, the public can enjoy Kuih Piknik #ManisPahitBersama, an event in collaboration with Keretapi Sarong, in Taman Kolonial, at the Abdul Samad Building from 2pm to 6pm.
The event offers cultural performances, workshops, wayang pacak (outdoor movie screening) with Tonton, appearances by local artists and a variety of local foods and cakes.
More information about the 'Manis Pahit Bersama' campaign can be found on the website, says.com/manispahitbersama