Limkokwing launches “Demi Negara” campaign ahead of 2018 National Day celebrations
Limkokwing University launched its “Demi Negara” campaign on 20 August 2018 in conjunction with the 61st anniversary of the nation’s Independence.
Students and members of the media gathered at the Presidential Library to witness Limkokwing University Senior Vice President, Dato’ Raja Aznil Raja Hisham, unveil an original composition produced by Limkokwing University entitled “Demi Negara” which literally means “For the Nation”
The rousing ballad was performed live by the Limkokwing University Goodwill Ambassadors, with those in attendance joining in.
The launch also saw the grand unveiling of the official “Demi Negara” music video which was also produced by Limkokwing.
“In visualising this campaign, we knew that Merdeka celebration would be important in setting a new tone in how we navigate a new mindset about who we want to become as a nation,” Dato’ Raja Aznil said.
A new Malaysia
The “Demi Negara” campaign is aimed at rallying Malaysians to set a new narrative about what Merdeka means and where the nation is headed, following the change in the leadership of Malaysia on 9 May 2018.
The campaign is the brainchild of Founder President, Tan Sri Dato’ Sri Paduka Dr. Limkokwing, who has worked closely with six of Malaysia’s seven Prime Ministers to brand the nation and craft a national identity over the last 40 years.
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Some of his iconic campaigns include “Malaysia Inc”, “Made in Malaysia for the World”, “Malaysia Boleh”, “Let’s Make it Great!” for the 16th Commonwealth Games, “Rakan Muda”, “Malaysia Innovative Nation”, “Harimau Malaysia”, and “Jalur Gemilang.”
In planning the campaign, Tan Sri Limkokwing brought together a multi-generational and multi-ethnic team to be inclusive so that it would be a campaign that would reflect the multi-culturalism that Malaysia is all about.
Truly for the nation
One of the lead singers from the Limkokwing choir under the Sound and Music Design Academy, Muhammad Asyraf Farhan, said that he was overwhelmed when presented the idea of the song, and was excited to be part of it.
“Although I have been involved in a lot of performances throughout the years, singing a song for my country will always be special and certainly gives me a great honour too,” Farhan added.
Meanwhile, Diploma in Multimedia, Advertising and Broadcasting student, Latha Mangeshkar A/P Subramaniam, said the inspirational lyrics made her feel even more motivated, after watching the choir perform.
“I am really proud to see students from Limkokwing University so actively participating in this initiative and I hope to be part of the Limkokwing choir team in the future,” she said.