Bank Muamalat Raya Video Strikes Emotional Chord With Story Of Unseen Motherly Love
KUALA LUMPUR, March 18 (Bernama) -- Amid the festive cheer of Aidilfitri, often marked by joy and family reunions, a Raya video by Bank Muamalat Malaysia Berhad offers a poignant and reflective take on love that is often overlooked.
Titled “Kasih Tak Terlihat” (Unseen Love), the short video tells the story of a visually impaired mother who is neglected by her own child, delivering a powerful message about the enduring nature of a mother’s love despite physical limitations.
More than just a festive production, the video mirrors social realities, reminding viewers of their responsibility to honour and care for their parents, particularly those living with disabilities.
The bank’s president and chief executive officer, Khairul Kamarudin, said the initiative reflects its commitment to fostering empathy and compassion through storytelling grounded in everyday life.
“We hope to encourage society to reflect on the meaning of a mother’s love, which is often immeasurable and unseen, yet ever-present in our lives.
“This video also serves as a reminder that Aidilfitri is not merely a celebration, but a time to return to the values of kindness, forgiveness and appreciation for those who have given us the most,” Khairul was quoted as saying in a press statement issued by the bank today.
Notably, the production was carried out entirely in-house by Bank Muamalat staff, from concept development and scriptwriting to filming, showcasing the organisation’s internal creativity in conveying a humanitarian message.
The project was also developed in collaboration with the Malaysian Association for the Blind (MAB), strengthening strategic efforts to support the visually impaired community.
The video is now available on Bank Muamalat’s YouTube channel and official social media platforms.
In conjunction with the release, the bank also distributed festive clothing and cash contributions to asnaf beneficiaries among MAB members, enabling them to celebrate Aidilfitri more meaningfully.
“The initiative aligns with the bank’s broader social finance efforts, including its Jariah Fund, which supports underprivileged groups and promotes inclusive, sustainable community wellbeing,” the statement read.
It also reflects the aspirations of Bank Negara Malaysia in advancing the principle of Fair Treatment of Financial Consumers, emphasising equitable, transparent and inclusive financial services for all segments of society, including persons with disabilities.
Bank Muamalat said it will continue to strengthen collaboration with MAB through high-impact initiatives, including improving access to financial services, enhancing financial literacy and expanding inclusive economic opportunities.
-- BERNAMA
