Safi, a leading halal personal care brand, has partnered with Mediabrands Content Studio (MBCS) to launch an exciting new campaign for the Raya season. The campaign is focused on empowering young women by offering a life-changing scholarship that supports their higher education goals.
Building on the success of last year’s Biasiswa Siswi SAFI, a RM 1 million scholarship initiative, the program is back for its second year. It continues to help young women achieve their dreams by providing financial support for their academic journey. The scholarship offers up to RM 40,000 to 25 female students in Malaysia who are enrolled in top public universities.
This year, the Biasiswa Siswi program has taken an innovative step by incorporating artificial intelligence (AI) technology to make the process more engaging and personalized. The AI technology allows applicants to interact with the campaign in a unique way, generating custom videos that reflect their personal aspirations.
The campaign also features a brand film titled “Serlah Seri Diri” (Unleash Your Inner Shine). The story centers on Seri, a young woman struggling to balance her own dreams with the expectations of others. The film sends a powerful message: embrace your unique path and let your true self shine. The film emphasizes the importance of pursuing one’s own goals despite external pressures.
The campaign encourages users to visit the SAFI AI microsite, where they can input their aspirations and create a personalized video as part of their scholarship application. 50 lucky winners will also have the chance to win a “Rumah Seri” dollhouse, a symbol of hope and endless possibilities. The dollhouse, which appears in the brand film, represents the various opportunities available to young women as they pursue their dreams.
Jennifer Wee, the creative director at MBCS, explained that the campaign uses storytelling with an AI twist to reflect the many dreams and choices that young women have today. The dollhouse represents dreams, imagination, and the doors of opportunities that young women can open through the SAFI scholarship.
SAFI is committed to empowering young women, helping them to dream big, and supporting them as they turn their dreams into reality. The scholarship program not only helps these women financially but also inspires confidence, ambition, and a sense of possibility for their future.
Visit the SAFI website or social media pages to learn more about the Biasiswa Siswi SAFI scholarship, watch the inspiring brand film, and take part in the AI-driven campaign.
