Sun Life Malaysia Takaful and Alif Satar Bring Takaful to Life in New Integrated Campaign

05 Oct 2026

‘Satu Kebaikan, Seribu Makna" brings the Takaful spirit of mutual support, community care and syariah-compliant financial planning to life through relatable everyday stories.

Kuala Lumpur, 5 October 2026: What if a simple act of kindness could inspire Malaysians to care more deeply, plan more responsibly and protect the people who matter most? That is the question at the heart of Satu Kebaikan, Seribu Makna, the latest campaign from Sun Life Malaysia Takaful Berhad (“Sun Life Malaysia Takaful”) featuring brand ambassador Alif Satar, which seeks to bring the values of takaful to life through relatable stories of compassion, responsibility and mutual support. 

The campaign is anchored on five takaful principles that mirror many familiar Malaysian life stages and values: Ta’awun, the spirit of mutual support; Amanah, the trust and responsibility of caring for loved ones; Ikhtiar, the proactive effort to plan ahead; Hibah, the intention to provide a meaningful legacy for our loved ones and Wakaf, the act of extending care and goodness to the wider community. 

Through these principles, Satu Kebaikan, Seribu Makna presents takaful as part of life’s natural journey, from making responsible financial decisions when starting a family, to protecting dependants, preparing for the unexpected, and leaving behind a legacy that can support both loved ones and the community.  By grounding these ideas in familiar life moments, the campaign gives takaful a distinctly human and Malaysian perspective. 

Azam Yusof, Chief Executive Officer of Sun Life Malaysia Takaful, said, "Takaful is fundamentally about people helping people, but its relevance must also be understood in the context of real financial decisions. Through Satu Kebaikan, Seribu Makna, we are translating its principles into stories that show how planning ahead can help Malaysians navigate different stages of life with greater confidence. Ultimately, when Malaysians think about takaful, we want them to remember - Ingat Takaful, Ingat Sun Life. " 

Featuring Alif Satar, Sun Life Malaysia’s brand ambassador, the campaign uses relatable everyday moments to make the subject of financial preparedness accessible to Malaysians from all walks of life. His presence adds warmth and relatability while helping connect the campaign’s message with a broad audience. 

Commenting on his experience working on this campaign, Alif Satar said, "As Malaysians, we have always had a strong spirit of looking out for one another. We see it in our families, our neighbourhoods and our communities. That is why I connected with this campaign. It shows that takaful isn't just about financial preparedness, it's about care, responsibility and helping each other through life's journey. If this campaign can inspire even a few people to start planning for their future and protecting their loved ones, then that's already a meaningful impact.” 

The campaign forms part of Sun Life Malaysia Takaful’s broader Protection with Purpose initiative, which aims to deepen public understanding of takaful by connecting financial wellness with real-life experiences. By linking protection to values such as care, responsibility and giving back, Sun Life Malaysia Takaful hopes to encourage more Malaysians to view takaful as a practical and purposeful way to plan for their future. 

To further encourage participation and engagement, members of the public can take part in the Satu Kebaikan, Seribu Makna contest until 15 October 2026.  To enter, participants must watch the campaign video, identify the five takaful principles featured in the film and answer a question about the campaign. Three winners will each receive RM500 in Touch ’n Go eWallet credit. 

Designed as an integrated, multi-channel campaign, Satu Kebaikan, Seribu Makna brings together episodic digital content, social media, television placements, cinema advertising and the public contest as connected touchpoints under one unifying narrative. Each touchpoint plays a distinct role in building awareness, extending the stories and encouraging public participation. 

The campaign video is now available on Sun Life Malaysia’s official YouTube channel, with further campaign information and contest details available on the campaign page. 

Watch the campaign video here or visit the campaign page for more information.

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About Sun Life Malaysia

Sun Life Malaysia (Sun Life Malaysia Assurance Berhad and Sun Life Malaysia Takaful Berhad) is a 
joint venture by Sun Life Assurance Company of Canada and Khazanah Nasional Berhad.
 
As a life insurance provider and a family takaful operator, Sun Life Malaysia offers a comprehensive 
range of products and services to Malaysians nationwide and is committed to helping Clients achieve 
lifetime financial security and live healthier lives. Sun Life Malaysia distributes its products through a 
range of channels, including bancassurance and bancatakaful, agency force, direct marketing and 
telemarketing, corporate and government business and e-distribution.
 
Sun Life Assurance Company of Canada is a principal operating life insurance subsidiary of Sun Life 
Financial Inc., a leading international financial services organisation providing insurance, wealth and 
asset management solutions to individual and corporate Clients. Sun Life has operations in a number 
of markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, 
the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda.  
As of December 31, 2025, Sun Life had total assets under management of $1.60 trillion. For more 
information, please visit www.sunlife.com.
 
Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock 
exchanges under the ticker symbol SLF.

For more information, please visit www.sunlifemalaysia.com.