Axiata ad shows how it helps underserved communities in Asia connect with the world

Malaysia-based telco Group Berhad is highlighting how it is using innovative digital solutions to help underserved rural in Asia with the rest of the world in a new campaign.

The campaign, created by Entropia Noir and Directors Think Tank, focuses on creating stories from in Nepal, Malaysia, and Indonesia.

The stories touch on edotco, a sustainable telco towers that power up surrounding villages with excess electricity, Aspirasi, an app that provides micro-lending solutions for small business merchants, desaMall, an e-commerce platform linking rural sellers with urban audiences, and Hajj Tracker, an app that tracks loved ones performing the Hajj pilgrimage.

“Instead of focusing on the technical aspects of these innovations, the team tapped into the stories of universal human struggles, such as a father's urgent need to provide the best care for his child, an elderly craftsman who feels left behind by a world in progress, a young vendor's quest to differentiate himself from the rest, and a mother-daughter duo's desperate attempt to remain connected,” said Zaheer Kaisar, the creative director at Entropia Noir.

“We wanted to show the powerful and positive impact of these solutions on our characters and their communities, so each solution was presented in a tender, heart-warming and inspiring micro-story that audiences can connect with emotionally.”

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