Manulife Malaysia and Golden Screen Cinemas (GSC) have launched a strategic collaboration under the “Life, Directed by You!” campaign, aiming to help Malaysians build financial confidence and improve health awareness by delivering education directly into their everyday lifestyle spaces.
As part of its ongoing commitment to putting customers at the heart of every decision, Manulife is bringing its new “Life, Directed by You” campaign to the cinema – a space where stories, emotions and real human experiences take centre stage. The partnership celebrates the belief that every individual is the director of their own life, shaping their journey through choices, aspirations and meaningful moments.
“‘Life, Directed by You’ reflects our commitment to empowering 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 cinema offers a unique setting where powerful narratives are shared, where people come together, and where audiences are most engaged. By bringing our campaign to the big screen, we aim to connect with customers in a meaningful moment and reaffirm our commitment to safeguarding the life they choose to build,” she added.
Cinema provides a natural and powerful environment to bring this message to life. Through this approach, Manulife aims to highlight the relevance of life insurance in a relatable and human way. Rather than focusing on the product itself, this positions protection as the quiet enabler of life’s most important chapters, offering customers the confidence to pursue their goals, navigate uncertainties and build the life they choose. The cinema experience reinforces this message by mirroring the emotional arcs, milestones, and “plot twists” that shape real-life journeys.
“At GSC, we are constantly redefining what entertainment means for audiences today. As we create future-ready entertainment experiences, this partnership with Manulife allows us to extend that innovation into real-life empowerment,” said Ms Koh Mei Lee, Chief Executive Officer, Golden Screen Cinemas. “By meeting Malaysians where they are, we can make conversations about health and financial confidence more accessible and relevant, underscoring the shared commitment between GSC and Manulife,” Ms Koh added.
The collaboration also features a hall takeover at GSC Mid Valley (Hall 18). Audiences are encouraged to follow Manulife’s social media channels for campaign updates and a chance to win GSC movie tickets, making the journey toward financial protection not only informative but also rewarding.
