In these unprecedented times, Muslims across the country observe the holy month of Ramadan in the “new normal” era. No doubt, there have been changes to life and business, and this is no different for traditions like the famous Bubur Lambuk of Kampung Baru. While its operations have come to a halt due to the Conditional Movement Control Order (CMCO), this century-old tradition synonymous with Ramadan continues to soldier on through other means – by delivering Bubur Lambuk to frontliners who dedicate their time to serve the nation especially during this special month, and to give back to the communities in need.
Coming in as main sponsors for Astro’s Projek Bubur Lambuk Kampung Baru, Maxis joined forces with Astro together with Delivery Partner Foodpanda and sponsors S&P Santan and The Giving Bank, to kickstart the project. In the last two days, 9,000 packets of Bubur Lambuk were delivered and handed out to frontliners and charity homes across locations in Kuala Lumpur and Klang Valley, including Hospital Kuala Lumpur, IPD Sentul and Rumah Titian Kasih.
“At Maxis, we have been running a campaign called #KitaSapotKita, which is about inspiring positivity across the nation in spite of challenging circumstances. The underlying passion of Astro’s Projek Bubur Lambuk Kampung Baru is no different, which is why we decided to jump in to help inspire each other with the values of giving and sharing that is deeply rooted within all Malaysians, in a time where we need it the most. We thank Astro for inviting us to be part of this amazing project,” said Tai Kam Leong, Head of Brand and Marketing, Maxis.
“We are humbled by the support from our partners to make this project a success. Together, we helped to keep the Bubur Lambuk Kampung Baru tradition alive, bringing cheer to the less privileged and showing our appreciation for the frontliners, who have been working tirelessly to protect us during the pandemic,” said Norfuziana Ahamed, Vice President of Media Sales at Astro.
With the nation still under CMCO, operations for Kampung Baru’s Bubur Lambuk adapted to “new normal” conditions. Gone are the sights of long lines in front of Masjid Jamek Kampung Baru. Its owner, Pak Zainal, resorts to drive-thru and delivery methods to practice social distancing, as well as moving his operations from store to home. Although orders may be limited, he is determined to continue to the yearly affair.
“My family began selling the traditional dish in Kampung Baru 22 years ago and it is something we look forward to the most every Ramadan. This year, our Bubur Lambuk brings a more sentimental meaning, thanks to Projek Bubur Lambuk Kampung Baru. In the spirit of giving and unity, we hope a little bowl of our porridge will warm the hearts of the nation,” said Pak Zainal.
Meanwhile, beyond urban Kuala Lumpur, students of Maxis’ flagship community programme, eKelas, got involved in the campaign themselves. Engaging activities over the eKelas portal have been organised to educate the over 17,000 eKelas students who are connected through the eKelas portal, on the heritage of Bubur Lambuk Kampung Baru and on the values of giving, sharing and unity. These included English language related quizzes and creative contests to make their own Bubur Lambuk recipes! Maxis eKelas champions digital learning for students in rural communities, where they are exposed to experiential learning through a combination of live tutorials, group learning and competitions via Pusat Internet, as well as access to digital content on the eKelas portal.
Maxis had earlier launched its #KitaSapotKita campaign to inspire positivity by reaching out to the community through various initiatives. The campaign also saw Maxis collaborating with local artists to produce a music video called ‘Make It Through’, an inspiring song on positive collaboration that provided an avenue for the public to actively support fellow Malaysians by turning social shares into donations for those in need.