Manulife Malaysia has partnered with Golden Screen Cinemas (GSC) to launch a unique initiative under the “Life, Directed by You!” campaign, aimed at helping Malaysians build financial confidence and raise health awareness in an engaging and relatable way.
The collaboration brings the campaign directly into cinemas, spaces where stories, emotions, and real human experiences come to life. By doing so, Manulife hopes to position financial protection not just as a product, but as a tool that empowers individuals to pursue their goals and navigate life’s uncertainties.
“ ‘Life, Directed by You!’, reflects our commitment to empower customers to make confident decisions about their future. Every individual is shaping their own story and our role is to provide the protection and assurance they need along the way for themselves and their loved ones”, said Vibha Coburn, CEO of Manulife Malaysia.
The campaign uses the cinematic experience to highlight how life insurance can quietly enable people to live their most meaningful moments without worry. By mirroring the emotional arcs, milestones and “plot twists” of real life on the big screen, Manulife aims to make financial portection more relatable.
Koh Mei Lee, CEO of Golden Screen Cinemas (GSC) said, “ As we create future-ready entertainment experiences, this partnership with Manulife allows us to extend that innovation into real-life empowerment. By meeting Malaysians where they are, we can make conversations about health and financial confidence more accessible and relevant.”
As part of the campaign, a hall takeover at GSC Mid Valley (Hall 18) will allow moviegoers to experience the “Life, Directed by You!” message up close. Audiences are also encouraged to follow Manulife’s social media channels for updates and a chance to win GSC movie tickets, combining education on financial protection with a rewarding cinema experience.
With this collaboration, Manulife and Golden Screen Cinemas redefining the cinema as more than just a place for entertainment, it is now a space where Malaysians can reflect on their life choices, health and financial goals, all while enjoying the magic on the big screen.
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