(Front row, sixth from left) Chan, Foo, Tung and Wang posing for a group photo in front of the mural by Taylor’s University at Menara Star, Petaling Jaya. — Photos: AZHAR MAHFOF/The Star
THE word “boleh” (meaning can or okay) has a different meaning depending on its use and context, such as Malaysia Boleh!, mana boleh and boleh bah kalau kau.
“If you look at the boleh term, it probably resonated more positively during the 90s, but over time it has become quite negative, even sarcastic,” said Taylor’s University chief marketing officer Ben Foo.
“When Taylor’s came up with our campaign for National Day and Malaysia Day, we wanted something that could resonate with everyone.”
The idea is to remind people that boleh is not just a slogan for the country or in sports by using Malaysia Boleh!, he said.
“It can be something you use for yourself, like saya boleh or saya boleh try,” said Foo.
“You will start to internalise positiveness in yourself, then encourage family and friends to embrace the same spirit.
“This spirit will then spread to the community and hopefully the entire nation.”
Chan putting the finishing touches to the mural.
Foo was speaking after the unveiling of a large-scale mural designed using a “paint-by-numbers” concept at the headquarters of Star Media Group (SMG) in Menara Star, Petaling Jaya, Selangor.
Present to represent SMG were group chief executive officer Chan Seng Fatt, chief business officer Lydia Wang, and content design executive editor Tung Eng Hwa.
The mural, depicting everyday Malaysians from different ethnic backgrounds and walks of life, revealed the word boleh only when fully coloured.
This visual metaphor demonstrates that when ordinary Malaysians unite around a shared cause, anything is possible.
Taylor’s collaborated with key media partners such as SMG to get the latter’s staff to colour the mural, symbolising collective effort and national unity.
The mural was part of the university’s campaign for National Day and Malaysia Day celebrations.
Packets of nasi lemak and hot drinks being distributed to Star Media Group staff after the mural’s unveiling.
In August, Taylor’s unveiled two short films titled “Mana Boleh?” and “Mana Boleh!”, that delved into the theme of a rekindled Malaysian spirit.
Both films were crafted to celebrate Malaysia’s rich cultural tapestry and how language reflects and shapes societal values.
They were designed to entertain and remind viewers that our words and the meanings we attach to them play a crucial role in shaping our collective narrative and future.
Through this creative endeavour, the university aims to foster a renewed sense of national unity and pride.
“As an institution of higher education, we want to educate students beyond the classroom. We want to educate them around values,” said Foo.
He said that engagements for the campaign were done with students, such as through societies and clubs, and with staff, some of whom have become more conscious of not using boleh in a negative context.
Wang said she was appreciative of how Taylor’s was celebrating the National Month by igniting a conversation on unity in a positive way.
“Boleh is a unique Malaysian way of expressing ourselves — both in terms of literal meaning and as a form of motivation.
“A campaign that explores the term boleh and ‘Malaysia Boleh!’ is very appropriate in celebrating National Day and Malaysia Day,” said Wang.
Asked what boleh meant to her, SMG graduate trainee Serafina Liew Yeng Hsing said it was about the possibility of Malaysians living harmoniously in a country of people from diverse cultures and backgrounds.
Fellow graduate trainee Nurul Emalin Mohd Zalani said: “Boleh means we can do a lot of things. It is a word that can instil confidence and motivation.
“For example, boleh can motivate you to do something when you face hardships.”
SMG Client Brand Marketing advertising sales support executive Tamilselvi Ramakrishna said, “To me, boleh means anything is possible, apa-apa pun boleh. It’s about the spirit and willingness to embrace challenges.”
