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 Bank and Hong 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 Ambassador Alif Satar. The song, composed by Yusuff Khan, Adam Armin, Adly Kiddy, and Ja'a, and performed by Alif Satar & The Locos, is filled with uplifting messages of gratitude and joy.

Kevin Lam, HLB's Group Managing Director and Chief Executive Officer expressed 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 Raya is 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, and Perak.

Additionally, the Bank regularly conducts Corporate Social Responsibility (CSR) initiatives, where HLB employees contribute food packs and participate in gotong-royong activities at various welfare homes nationwide. Recently, HLB surpassed RM100,000 in employee contributions in the form of food packs and daily essentials to these homes.

The song 'Senyum-Senyum Raya' was officially released on 14 March 2025, on all digital music platforms, while the official music video premiered on 17 March 2025 on Hong Leong Bank's YouTube channel - https://youtu.be/3Tm4O0uNxxA?si=uuLLSJmQKvnPPQ2C.