This Bulan Kebangsaan, Malaysians have a unique opportunity to experience unity in diversity through song, thanks to an innovative technology platform created by Grey Malaysia in collaboration with TM. The campaign, titled ‘Sejuta Suara, Satu Ritma, Jiwa Malaysia’, allows Malaysians to sing and share their own renditions of the iconic Malaysian song ‘Gemuruh’ in any of 17 different languages and dialects. This effort not only celebrates Malaysia’s rich cultural diversity but also highlights TM’s commitment to making technology accessible to everyone, bridging language barriers and fostering a truly inclusive Digital Malaysia.
At the heart of the campaign is a groundbreaking AI-powered platform that integrates seven advanced AI and API technologies, specializing in lip-sync and voice cloning. These technologies, including Kits.ai, HeyGen, and SyncLabs, enable Malaysians to perform and share ‘Gemuruh’ in their local languages and dialects, showcasing the linguistic richness of the nation. The platform is housed on a microsite at sejutasuara.tm.com.my/, where users can effortlessly engage with the technology and see their voices transformed into a multilingual celebration of unity.
The campaign demonstrates the potential of generative AI to celebrate and preserve Malaysian culture, despite current limitations in AI’s understanding of local languages. “By exploring the complexity of AI voice mapping, we wanted to use the tech to our advantage by celebrating the diversity of our languages and dialects. It’s beautiful to hear how rich our country is in culture through this platform,” said Lysha Zulkifly, Senior Copywriter at Grey Malaysia. “I believe this is just the beginning for us to make AI our ally.”
The campaign not only revitalizes a beloved Malaysian song but also creates a powerful anthem of connection for Malaysians across generations. “I used to hear ‘Gemuruh’ in school, and to see it come to life in this way is surreal. Turning one song into multiple languages and dialects was the perfect way to showcase the richness of our diverse nation,” added Jamie Hendricks, Creative Group Head at Grey Malaysia.
To bring this vision to life, Grey Malaysia worked with Directors Think Tank and Nacho Usual Collective to produce Malaysia’s first music video featuring AI-generated vocals in multiple languages and dialects. This innovative project highlights the diverse voices of Malaysians, making it the ultimate music video, created by Malaysians, for Malaysians. By combining cutting-edge technology with cultural expression, the campaign reinforces Malaysia’s unity in diversity, making this Bulan Kebangsaan a truly inclusive celebration.
Credits
Client: TM Technology Services Sdn Bhd
Group Chief Executive Officer: Amar Huzaimi Md Deris
Chief Corporate Officer: Nor Fadhilah Mohd Ali
Vice President, Strategic Communications: Dato’ Najmuddin Abdullah
Assistant General Manager, Brand and Partnerships, Strategic Communications: Logeswary
Manager, Brand and Partnerships, Strategic Communications: Nora Haslin Hasnan
Manager, Digital Media, Strategic Communications: Rizalman Samiun
Manager, Digital Media, Strategic Communications: Syarifah Nurizni Wafa Syed Naguib Wafa
Agency: Grey Malaysia
Chief Executive Officer: Irene Wong
Chief Creative Officer: Graham Drew
Deputy Executive Creative Director: Jeremy Yeoh
Head of Strategy: Cindy Quek
Client Service Director: Jennifer Liew
Brand Director: Lyn Yen Khoo
Senior Brand Executive: Afrina Zainol Rashid
Head of Digital: Salil Shahane
Social Media Manager: Syafiq Rusman
Insights Manager: Ken Chia
Creative Group Head: Jamie Hendricks
Senior Copywriter: Lysha Zulkifly
Copywriter: Jodi Yip
Senior Designer: Bob Khaw
Designer: Riyren Lam
BM Copywriter: Hashim Samsudin
Digital Imaging Artist: Foong Kang Kai
Agency Producer: Suzy Chiang
Project Manager: Wan Naim, Qistina Yazid
Creative Services Executive: Lee Wai Wai
Film Production: Directors Think Tank
Film Director: Aiman Aliff
Executive Producer: Pat Singh, Suraya Rezal
Producer: Benedict Lazaroo
Director of Photography: Shahrul Che Hasan
Art Director: Jesjin Singh
Editor: Pan
Post-Production: Tank3, FNL PRJCT
Animation: FNL PRJCT
Audio Production: Nacho Usual Collective
Music Composer: Bo Amir
Producer: Sharon Chin