Singtel has released its first major National Day video to commemorate Singapore’s independence day. The release comes a day after 9 August as the company hopes to inspire Singaporeans to press on and keep up the Majulah* spirit beyond the festivities of National Day.
“It may seem counter-intuitive and even a little belated but it’s not,” says Lian Pek, VP for Group Strategic Communications and Brand, at Singtel. “We hope the adrenaline rush that we all got from yesterday’s celebrations will have as long a tail as possible. To quote a line in the film, ‘the day after is the first day forward.’ Hopefully, this little film will help keep the momentum of National Day going, prolong that sense of national pride and wanting to do more for ourselves and our country beyond the birthday party.”
Featuring Singaporeans from different walks of life, the two-minute film pays tribute to the resilience and can-do spirit of Singaporeans which has helped propel the country from the proverbial mudflat to metropolis. It comes as the nation contemplates its future with deep conversations about how best to navigate, going forward.
Produced in-house by Singtel and narrated by veteran actor Lim Kay Tong, the original spoken word piece will be screened across Singtel TV channels and on social media. It is part of a month-long campaign that includes a photo series featuring a spectrum of Singaporeans articulating their aspirations for the nation. Captured by photographer Aik Beng Chia, these can be found at bus stops across the country as well as on social media.
The second part of Singtel’s month-long campaign will start in about a week’s time as Singapore’s athletes head to this year’s SEA Games which begin in Kuala Lumpur, Malaysia on 19 August. The Power On campaign is designed as a morale booster for the nation’s athletes as they head overseas to compete for Singapore, and also hopes to inspire Singaporeans to do their country proud.
"When we caught up with our SEA Games athletes, not a day goes by it seems, without them thinking about winning for Singapore. That’s what keeps them motivated despite the gruelling hours of training. We will be sharing their heartfelt thoughts on representing Singapore as ultimately, Team Singapore includes all of us,” adds Pek.
The six partner athletes featured in the video and photo campaign are: Joseph Schooling (swimming), Loh Zhi Zhi (water polo), Mark Leong (water ski), Nur Alfian (silat), Shanti Pereira (track and field) and Shayna Ng (bowling).
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