ASNB Launches 'Labur Kasih Sayang' Campaign And Heartwarming Raya Film 'Amanah Sulung'

KUALA LUMPUR, April 7 (Bernama) -- Amanah Saham Nasional Berhad (ASNB), a wholly-owned unit trust management company of Permodalan Nasional Bhd (PNB), has launched its ‘Labur Kasih Sayang’ campaign alongside the release of its heartwarming raya film Amanah Sulung, now streaming on ASNB’s social media platforms.

In ​​a statement PNB said that the campaign aimed to encourage Malaysians to embrace saving as a meaningful gesture of love and responsibility, ensuring a more secure future for themselves and their loved ones.

“The campaign’s theme is brought to life through stories and initiatives that encourage Malaysians to embrace saving as an act of care for themselves and for the people who matter most,” it said.

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According to PNB, the film was part of ASNB’s broader ‘Labur Kasih Sayang’ campaign, which celebrates the love and sacrifices that inspire people to invest for a brighter future.

Through the character of Kak Long, Amanah Sulung sheds light on the unspoken sacrifices made by families to shape the future of their loved ones. This story exemplifies key ASNB values such as responsibility, resilience, and a commitment to uplifting lives across generations.

In conjunction with its ‘Labur Kasih Sayang’ message, ASNB is also rolling out two Raya-themed campaigns that encourage Malaysians to take simple, consistent steps toward building better financial habits.

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The ‘Labur Tanda Kasih’ campaign rewards investors who set up Auto Labur on myASNB and complete their Auto Labur deduction between March 24 and May 31, 2025.

The ‘Labur Ceria Si Cilik’ campaign invites parents to invest in ASB or ASB 2 for their children’s accounts, and based on cumulative investment tiers, 3,000 first-time investors stand a chance to win free unit rewards.

In the same statement, ASNB chief executive officer and executive director Fadzihan Abbas Mohamed Ramlee emphasised that every small act of saving could lead to something much greater.

“This Hari Raya, we invite everyone to reflect on the importance of saving and the security it brings, and remain committed, together with PNB, to promoting financial literacy and helping more Malaysians make confident financial decisions,” he said.

-- BERNAMA