In today’s instalment of our Marketing Expert Series, we explore the intersection of brand storytelling and corporate social responsibility (CSR) with Aamelia T. Ma.

Aamelia serves as the Vice President of Brand & CSR at Magnum 4D, a Malaysian gaming company renowned for its dedication to responsible gaming and robust CSR initiatives. With over a decade of experience in communication, branding, sustainability, and marketing communications, she has been pivotal in integrating corporate social responsibility into the brand’s narrative.

Aamelia’s journey in CSR and branding is nothing short of inspiring, showcasing a deep commitment to fostering impactful corporate social responsibility initiatives and creating meaningful brand stories. Her diverse background across various industries has equipped her with a unique perspective on marrying brand storytelling with social responsibility, ensuring that every message is both authentic and resonates with its intended audience.

In addition to her professional accolades in the realm of corporate social responsibility and branding, Aamelia is also celebrated for her time as a national equestrian athlete, representing Malaysia with undeniable grace and strength. This unique aspect of her background plays a significant role in her approach to leadership and storytelling, bringing a rare blend of discipline, resilience, and excellence to her work in CSR and branding.

As a leader in corporate social responsibility at Magnum 4D, Aamelia has been instrumental in fostering a culture of social responsibility, ensuring that the company’s commitment to the community and responsible gaming is an integral part of its brand story. Her efforts in corporate social responsibility and sustainability have not only garnered her numerous awards but have also established her as a thought leader in the CSR space.

Today, we delve deeper into how Aamelia T. Ma has successfully intertwined brand storytelling with corporate social responsibility, uncovering the strategies, stories, and passion that drive her commitment to making a difference through responsible branding and impactful CSR initiatives.

Welcome, Aamelia. It’s an honour to have you with us today, especially given your extensive background in branding and corporate social responsibility. Could you share how your career path has shaped your approach towards integrating brand storytelling with CSR initiatives at Magnum 4D?

Thank you, Olwen, for having me. It’s a privilege to be a part of this Series, surrounded by such experienced professionals. My diverse career journey and the mentors I’ve had the honour of learning from have played a crucial role in shaping my approach towards corporate social responsibility and branding at Magnum 4D.

My background in journalism and my passion for storytelling have greatly influenced our corporate social responsibility strategies and how we approach brand storytelling at Magnum 4D. I believe that stories have the power to educate, reflect, and prompt action. Through our CSR programs, we aim to amplify these stories, driving meaningful change and supporting the communities we serve.

Having experience in various sectors including TV production, publishing, hospitality, event management, market research, and gaming, has taught me the importance of storytelling and people skills in making a lasting impact in my four years at Magnum 4D, starting as CSR Manager and expanding my role to include sustainability, responsible gaming, and branding, I’ve seen firsthand the power of corporate social responsibility in creating positive change.

Magnum 4D holds a unique position in the gaming industry, with a strong commitment to responsible gaming. How do you integrate this crucial aspect into your brand storytelling, ensuring it resonates with both avid gamers and the broader community?

Responsible gaming is at the core of our operations at Magnum 4D, and we are proud to have achieved the Level 3 Responsible Gaming Framework certification from the World Lottery Association. Currently, we are the highest certified among gaming companies in Malaysia. Our commitment extends to educating the public about responsible gaming and ensuring a safe and positive gaming experience.

Our team, from frontliners to agencies, is extensively trained in responsible gaming practices, ensuring that we promote responsible gaming across all customer touchpoints. Life is about balance, and this philosophy extends to gaming—it should be a source of enjoyment, undertaken responsibly.

Can you provide an example of a Magnum 4D initiative where brand storytelling and CSR were seamlessly integrated, creating a meaningful and impactful narrative?

Certainly! Our ‘Project Magnum Hearts’ is a shining example. This digital CSR campaign, accessible via our MyMagnum app, enables customers to contribute to various social causes directly. By scanning their Magnum ticket, they collect ‘Hearts’ which can be donated to selected causes. Customers can choose which causes they would like give ‘Hearts’ to, allowing them the freedom to choose to support that which means the most to them.

Magnum matches these contributions financially, supporting organizations dedicated to aiding underprivileged communities in areas like food and education. This year alone, we’ve donated RM200,000 to four NGOs, witnessing some projects reach their funding goals in under 45 days—a testament to our community’s generosity.

This initiative draws inspiration from the solidarity shown by Malaysians during the COVID-19 pandemic, highlighting the power of community and the importance of providing legitimate and accessible platforms for charitable efforts.

In the gaming industry, which is surrounded by sensitivity and stringent regulations, how do you leverage CSR to not only comply with standards but also authentically embed these principles into Magnum 4D’s brand story?

Magnum’s longstanding CSR presence in Malaysia, spanning several decades, is a narrative enriched by our enduring commitment to community welfare, health, education, and overall well-being.

My leadership approach to corporate social responsibility is rooted in empathy, responsibility, and transparency. Every CSR initiative we embark on aims to create a positive impact, using our platform to listen, observe, and take meaningful action to aid those in need.

Being in a leadership role at Magnum 4D, how do you ensure that your branding narratives around CSR permeate both external communications and the company’s internal culture?

Our internal philosophy at MagnumCares is ‘Nobody can do everything, but everybody can do something.’ We actively encourage our employees to partake in CSR activities, fostering a culture of giving back and community engagement. In 2022, we launched the ‘Magnum Volunteering Program’ (MVP), providing our employees with diverse opportunities to volunteer in areas they are passionate about.

This initiative has witnessed enthusiastic participation from all workforce levels, contributing more than 2000 hours of volunteer work and resulting in the planting of 1200 trees in the past two years. In addition, we’ve assisted with animal shelters, recycling centres, welfare homes, and beach cleanups. All these initiatives serve a dual purpose: they contribute to community welfare while also building stronger bonds within our team, creating lasting and meaningful experiences.

Your significant contributions to sustainability and CSR have been recognised with numerous awards. How does this recognition influence the way Magnum 4D’s brand story is communicated, especially in terms of its commitment to sustainability and social responsibility?

These accolades serve as a tribute to my dedicated team and the unwavering support from our management. They motivate us to continually refine our practices, enhance our CSR initiatives, and create meaningful impacts. As we progress, our goal remains to articulate our brand story in a manner that reflects our commitment to sustainability and social responsibility, ensuring we make a positive difference in the lives of the communities we serve.

Looking ahead, are there specific themes or narratives that Magnum 4D is focusing on, or planning to explore, in terms of brand storytelling and corporate social responsibility?

We have several exciting projects in the pipeline, and I encourage everyone to stay connected with us through social media @Magnum4D to be a part of our journey in making a difference and championing corporate social responsibility.

Aamelia, your past as a national equestrian athlete must have imbued numerous lessons and experiences. Do any of these experiences find a place or influence in how you shape and perceive brand stories and CSR initiatives?

Absolutely, my experiences as a national equestrian athlete have instilled in me the values of discipline, resilience, and determination. These values have been integral in shaping my approach to leadership and team-building at Magnum 4D. We work together as a unit, aiming for excellence in everything we do.

I strive to instil my passion for continuous learning and improvement in my team, fostering an environment where we learn from each other and remain open to new ideas and perspectives. I believe that by paying attention to the details in our daily lives, we can uncover opportunities to create impactful change and tell meaningful stories that inspire positive action.

Thank you, Aamelia, for sharing your journey, expertise, and commitment to CSR and brand storytelling. Your work at Magnum 4D is a testament to the transformative power of responsible branding and corporate social responsibility.

Drawing on her wealth of experience, Aamelia provides invaluable insights into how brands can effectively intertwine brand storytelling with corporate social responsibility to create meaningful impacts, cultivate community engagement, and build a legacy of positive change.

Aamelia’s deep dedication to corporate social responsibility and brand storytelling shines through, demonstrating the integral role of CSR in building brand narratives that resonate, educate, and inspire. Through her leadership at Magnum 4D, Aamelia continues to champion impactful CSR initiatives, leaving an indelible mark on both the brand and the communities it serves.

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