TM taps gen AI to in language-diverse Merdeka campaign

Malaysians now have the opportunity to view and share videos of themselves performing a beloved national song of unity, available in 17 distinct languages and dialects.

Telekom Malaysia (TM) unveiled a campaign for Malaysia’s Merdeka Day (Independence Day), which fell on August 31, to showcase that AI technology and national unity can go hand-in-hand.

The campaign, titled ‘Sejuta Suara, Satu Ritma, Jiwa Malaysia’ (a million voices, one rhythm, the soul of Malaysia), was created by Grey Malaysia and is hosted on a microsite. Through this platform, Malaysians can sing their own rendition of 'Gemuruh', a well-known Malaysian song, in various local languages and dialects.

This is made possible through the integration of seven AI and API platforms specialising in lip-sync and voice cloning. Supported by Kits.ai, HeyGen, and SyncLabs, the microsite allows Malaysians to have their voices traced and cloned, enabling them to perform in their selected language or dialect.

“Our goal is to create a universal invitation to explore the potential of AI, making technology accessible to every Malaysian. This campaign is a testament to how new technologies can be used to honour and preserve our diverse languages and dialects,” said a TM spokesperson.

Campaign’s take: Kudos to TM for creating a campaign highlighting AI's potential to enhance cultural engagement and foster a sense of unity. The campaign's success will hinge on how accurately and respectfully it handles these complexities. Critics might argue that AI-generated content, even when well-intentioned, can sometimes fall short of capturing the true essence of local cultures.

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