HLB Launches the'Senyum-Senyum Raya'Campaign with a Raya Song by HLB Ambassador, Alif Satar

KUALA LUMPUR, Malaysia,March 24, 2025/PRNewswire/ -- As the Hari Raya Aidilfitri celebration approaches,Hong Leong BankandHong Leong Islamic Bank ("HLB"or the"Bank")have launched a unique campaign themed'Amalan'(Good practices), emphasizing positive habits which includes smart financial management, as a source of gratitude and joy.

As part of this campaign, HLB has introduced a Raya song and music video titled'Senyum-Senyum Raya', featuring HLB AmbassadorAlif Satar. The song, composed byYusuff Khan, Adam Armin,Adly Kiddy, and Ja'a, and performed byAlif Satar& The Locos, is filled with uplifting messages of gratitude and joy.

Kevin Lam, HLB's Group Managing Director and Chief Executive Officerexpressed the Bank's commitment to providing financial services and products that help customers manage their finances wisely.

"We aim to expand personalised financial solutions to more customers, and in this aspect, Hong Leong Islamic Bank has played a crucial role by offering Shariah-compliant banking products and services. Through a range of Islamic banking products designed to meet the unique needs of our customers, we strive to ease their financial journey, while encouraging responsible financial management."

"Our ambassador program has been instrumental in promoting financial literacy and good practices, enhancing awareness of HLB's offerings. We will continue strengthening these efforts in the future", Lam added.

Meanwhile,Zalman Zainal, HLB's Chief Marketing and Communications Officer, said that the Raya song and video are a new initiative from HLB for all Malaysians.

"We have launched a slightly different campaign this year. Our message is centered around the concept of'amalan', which is the foundation of every smile and moment of gratitude we experience, especially during the Raya season.Hari Rayais a time to celebrate achievements and enjoy the rewards of good efforts. We hope to inspire Malaysians to cultivate sustainable financial habits so they can reap the benefits of these practices."

Alif Satar, who has been HLB's ambassador for three years shared his excitement about the project. He said,"I am truly honoured to collaborate with HLB on this project. As someone who values family, this initiative is especially meaningful to me because it's not just an ordinary song but also carries a positive message. The first time I heard the demo, I immediately felt its positive and cheerful vibe, perfectly matching the festive spirit of Raya."

In the spirit of goodwill, HLB has partnered with foodpanda to carry out a food distribution program for foodpanda riders. Through this initiative, the Bank has donated meals to 1,000 foodpanda delivery riders and has also sponsored Iftar meals for over 300 riders across Melaka,Terengganu,Negeri Sembilan, andPerak.

Additionally, the Bank regularly conducts Corporate Social Responsibility (CSR) initiatives, where HLB employees contribute food packs and participate ingotong-royongactivities at various welfare homes nationwide. Recently, HLB surpassedRM100,000in employee contributions in the form of food packs and daily essentials to these homes.

The song'Senyum-Senyum Raya'was officially released on14 March 2025, on all digital music platforms, while the official music video premiered on17 March 2025onHong Leong Bank'sYouTube channel -https://youtu.be/3Tm4O0uNxxA?si=uuLLSJmQKvnPPQ2C.

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SOURCE Hong Leong Bank Berhad