Campaign details
Brand: MaxisBrand owner: MaxisAgency: Leo BurnettMarket: MalaysiaIndustries: Telephone & internet servicesMedia channels: Mobile & apps, Online video, Social mediaBudget: Up to 500k
Executive summary
The Takbir Raya is the important first prayer for Muslims – it signifies the end of Ramadan. However, for the 44,000 deaf Malaysians who can't hear these prayers, it is a reminder of their disability.
Maxis has always believed in inclusion through innovation, and therefore set out to connect this disconnected community. The result was the Deria Takbir app, which converted...