'Kepoh' to Caring: SJPP's Campaign Reimagines a Malaysian Trait to Support Entrepreneurs

The spirit of looking out for and supporting each other is taking centre stage in a company's campaign to celebrate National Day and Malaysia Day. Although "kepoh" literally translates to busybody in the local context, Syarikat Jaminan Pembiayaan Perniagaan Bhd's (SJPP) Kisah 'Kepoh Bisnes' campaign is trying to turn the familiar trait into a message about caring and supporting each other in a community.

SJPP principal officer Juanita Rusmini Abdul Jalil said the campaign, which features a film, aims to help the public, particularly entrepreneurs, better understand SJPP's role in facilitating access to financing. She added that the light-hearted approach was also intended to highlight the values shared by Malaysians.

"We do not need to look at 'kepoh' from a negative angle because it can also mean caring about our friends and wanting to help fellow entrepreneurs. It also represents the spirit of togetherness among Malaysians," she said following the film premiere at Media Prima Bhd's headquarters here today.

A Campaign Rooted in Malaysian Values

The campaign, themed "Malaysia Kita, Impian Bersama" (Our Malaysia, Shared Dreams), reflects the belief that business success requires more than financing, with entrepreneurs also needing confidence, encouragement and support from their families, communities, financial institutions and the wider business ecosystem. The theme resonates with the core values of unity and collaboration that are central to the Malaysian identity.

In a country known for its cultural diversity and strong community ties, the campaign taps into the shared experience of looking out for one another. By reframing "kepoh" as a positive trait, SJPP is encouraging Malaysians to embrace their natural inclination to support and guide others, particularly in the context of business and entrepreneurship.

Raising Awareness About Financing Scams

Juanita said the film also tried to create awareness about fraudulent financing offers. "The film reflects real-world situations where entrepreneurs may not have complete information and could end up taking the wrong steps," she explained.

"We want to remind entrepreneurs not to be easily deceived by scammers offering financing that is not guaranteed by the government or supported by Bank Negara," she said. The film highlights challenges faced by small business owners and stresses the importance of seeking financing through legitimate channels.

This aspect of the campaign is particularly timely, as small and medium-sized enterprises (SMEs) are increasingly targeted by fraudulent schemes promising quick and easy access to financing. By educating entrepreneurs about the risks and directing them to trusted sources, SJPP is playing a vital role in protecting the business community.

Bringing the Message to the Masses

The campaign will run throughout August and September across digital, television, radio and on-ground platforms, with Media Prima Omnia supporting the film's rollout across Media Prima's television and digital platforms. The multi-platform approach ensures that the message reaches a wide audience, from urban entrepreneurs to rural business owners.

Following the premiere, the SJPP delegation toured Media Prima's News and Current Affairs (NCA) division, where they were received by NCA Television Network group editor Azhari Muhidin and New Straits Times deputy group editor Sharanjit Singh. Present were Media Prima Omnia Sdn Bhd sales director Sharifah Omar and general manager of sales Shanaz Md. Azali. The collaboration with Media Prima underscores the importance of media partnerships in amplifying the campaign's reach and impact.

A Broader Mission

SJPP's campaign is part of a broader effort to support Malaysia's entrepreneurial ecosystem. As a government-backed financing agency, SJPP plays a critical role in facilitating access to financing for businesses, particularly SMEs, which are the backbone of the Malaysian economy.

By combining its financing mission with a campaign that celebrates Malaysian values, SJPP is reinforcing its commitment to the country's economic development and social cohesion. The campaign serves as a reminder that behind every successful business is a network of support from family and friends to financial institutions and government agencies.

SJPP's Kisah 'Kepoh Bisnes' campaign is a creative and timely initiative that celebrates the spirit of community and mutual support in Malaysia. By reframing "kepoh" as a positive trait, the campaign encourages entrepreneurs to seek help and guidance from their networks while raising awareness about the risks of fraudulent financing. As the country celebrates National Day and Malaysia Day, the campaign serves as a reminder of the strength and resilience of the Malaysian spirit.