TM turned many Malaysian voices into one AI choir for Merdeka

Malaysia's multilingual identity creates pride, but also a practical gap: many native languages and dialects are not understood across ethnic groups. For Merdeka, TM needed to show how technology could bridge that divide without turning unity into a lecture.

Grey and TM built AIDENTITI KITA, an AI music platform around Gemuruh. The tool combined linguistic training, seven APIs, voice cloning and lip syncing so users could record their own voice and generate a shareable performance in a language they had never spoken.

The clever move was to make AI a participatory ceremony. The campaign gathered 10,194 submitted voices into Malaysia's Largest Choir as a 360-degree spatial audio experience, and Kancil reported 65.1 million impressions, 23.4 million reach and 63% conversion for first-time AI users.

Let people hear themselves inside another language

The platform made language exchange personal by preserving the user's own voice.

A familiar patriotic song reduced the friction of trying new AI technology.

The output was social by design, giving participants a reason to share rather than merely watch.

The campaign turned many individual recordings into one national artifact.

AI feels less alien when it gives people a recognizable version of themselves, not a generic demonstration.

Kancil listed AIDENTITI KITA as a 2024 winner in digital experience categories, including Innovation in Digital Experience and Best use of Cultural Insights in Digital Experiences. Campaign Asia also covered it among Malaysia's 2023 Merdeka campaigns.