Maxis: The Unheard Prayer

Malaysian telco Maxis realised deaf people could not hear the call to prayer during Raya and set out to find a technology-based solution.

Campaign details

Brand: MaxisBrand owner: MaxisAgency: Leo BurnettMarket: MalaysiaIndustries: Telephone & internet servicesMedia channels: Mobile & apps, Online video, Social mediaBudget: Up to 500k

Executive summary

The Takbir Raya is the important first prayer for Muslims – it signifies the end of Ramadan. However, for the 44,000 deaf Malaysians who can't hear these prayers, it is a reminder of their disability.

Maxis has always believed in inclusion through innovation, and therefore set out to connect this disconnected community. The result was the Deria Takbir app, which converted...

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