MBCS, part of the IPG Mediabrands network, and Halal personal care brand SAFI have launched a Raya campaign offering a RM 1 million scholarship to support young women’s academic and professional growth.
Following the successful launch of the Biasiswa Siswi SAFI scholarship last year, SAFI continues to support young women pursuing higher education with RM 1 million in funding. Now in its second year, the program incorporates AI technology to better connect with applicants and adapt to the modern, tech-driven world.
The brand film ‘Serlah Seri Diri’ (Unleash Your Inner Shine) brings this vision to life. It tells the story of Seri, a young woman navigating her dreams amidst others’ expectations. The film conveys a powerful message: every path is a blessing, and embracing it allows your true self to shine.
Jennifer Wee, Creative Director at MBCS, said: “This story is about embracing your unique path and going after your dreams. We’ve all faced struggles in balancing expectations and figuring out what we truly want, making this message deeply personal. Through this campaign, we wanted to inspire young women to embrace their potential. Reminding them that the power to achieve their dreams lies within them, with SAFI as their steadfast companion supporting them every step of the way.”
Kazlina Mohd Kassim, SAFI Brand & Insights Specialist of Wipro Unza, said: “At SAFI, we are deeply committed to empowering the next generation to dream big and achieve their goals – it’s about inspiring confidence, igniting ambition, and standing alongside these incredible individuals as they turn their dreams into reality. Our first cohort of Biasiswi Siswi SAFI applicants last year was a big success, and we are excited to relaunch this aspirational opportunity and welcome new management trainees into the SAFI fold. It’s a privilege for us to play this role in nurturing their hopes and dreams.”
The campaign uses AI to personalize engagement. Users can visit the SAFI Serlah Seri Diri AI microsite to input their aspirations before applying for the scholarship, creating custom videos that reflect their dreams and enhance their interaction with the brand.
Through the microsite, 50 lucky winners can win a ‘Rumah Seri’ pink dollhouse, as featured in the SAFI Raya film, along with a PR kit containing SAFI products for the household. The dollhouse, showcased by SAFI ambassador Qasrina Karim, symbolizes hope and possibilities, with each door representing hidden gifts to help young women excel and be their best selves.
Wee added: “We utilised powerful storytelling with an AI twist to replicate the vast dreams and choices that young women have today. This is the key to reaching Gen Z, a generation that lives and breathes technology.”
“The dollhouse is a universal representation of play, dreams and imagination around the world. We used this to demonstrate the doors of opportunities available for young women through the SAFI scholarship. Each dream they have is unique, and this is their chance to reach for the opportunity.”
The scholarship is available to students at top local public universities. For more details and application guidelines, visit SAFI’s social media pages or the Biasiswa Siswi SAFI microsite. Results will be announced between September and October 2025. The microsite also includes an AI-powered video feature and inspiring campaign videos.
