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Published on April 29th, 2011 | by Daniel Sherman Fernandez



As part of its continued commitment to enrich the lives of Malaysians through its best-selling sedan, Persona, PROTON, via its distribution arm, Proton Edar Sdn. Bhd today launched the all-new ‘Persona – Better, Undoubtedly’ campaign. The outreach programme will also introduce two new Persona Ambassadors, DJ Lin from Suria FM and Aanantha from THR Raaga, who will join the current Persona Ambassador Jack Lim from MY FM in a unique five-month campaign that will engage Malaysians on the distinct platform of inspiring confidence.
Speaking at the campaign launch, General Manager, Marketing Division of Proton Edar Encik Sidik Abd Hamid said, “It’s truly inspiring to see how far we have come with the Persona, rising above various challenges, to result in one of the top performing sedans in the market today. Not only do we have a competitively priced, quality vehicle that gives drivers more confidence behind the wheel of their car, but we are also contributing to their lifestyle needs through the Persona. 
“This journey, which started in 2007, has taught us the importance of having self-confidence and the significance of making the right choices. Inspired by this, we decided to make the timely decision to launch ‘Better, Undoubtedly’, to share this learning with Malaysians especially when choosing the right car for their needs.”
“Better, Undoubtedly’ is also about how self-confidence can inspire confidence in others. To bring this to life, we have enlisted the help of Jack, DJ Lin and Aanantha who have experienced a similar journey to Persona and understand the role that self-belief can play in helping people get where they want to go,” he explained. 
The ‘Better, Undoubtedly’ Campaign will see the three Persona ambassadors take on a new role as mentors, sharing their life lessons to guide people from various backgrounds to face their own challenges. Each of the ambassadors will champion their own programmes which have been developed based on their life experiences. 
DJ Lin, as a single mother of two will be leading an empowerment programme to help other single mothers to overcome their challenges, while Aanantha will be showing the younger generation the importance of learning beyond text books – how soft skills can also contribute to one’s confidence levels. Jack, on the other hand, will demonstrate that it’s never too late to put your future in good hands – your own.
“As radio DJs, all three are influential personalities that reach out to millions of listeners on a daily basis – what they say, and what they do influences perceptions and attitudes. Just like the Persona impacts millions in their daily drive on the road, our ambassadors are influential personalities that have an opportunity to make a difference with the community,” said Encik Sidik.

About the Persona Ambassadors and their ‘Better, Undoubtedly’ programme
Jack Lim
Jack has had a difficult beginning before he become a successful radio host and actor, but his determination and ‘never give up’ attitude allowed him to overcome his initial failed attempts to achieve his dreams. For the ‘Better, Undoubtedly’ Campaign, Jack will attempt a personal challenge and invite others to also take own the challenges that they have always wanted to pursue but were too frightened or lacked the motivation. He will be selecting three candidates and mentoring them through their challenge.
DJ Lin
DJ Lin, a single mother of two, embodies a strong woman who managed to rise above her difficulties to emerge as a successful career woman and mother. During the campaign, DJ Lin will be visiting selected single mothers’ home to share her experience, and inspire them to move forward in life without giving up. She will also select three single mothers to personally mentor during the duration of the campaign. In addition, DJ Lin will host a one-day empowerment workshop, open to all single mothers, to teach them life skills that will help better equip them to face the challenging life ahead.
Music has always been Aanantha’s passion, and even after facing many challenges, he never gave up on his dream to make a career out of music – through his band called Synergy, as a DJ with THR Raaga and his own production studio which he runs with his brother, Ram. For the ‘Better, Undoubtedly’ Campaign, Aanantha will be hosting a one-day confidence talent workshop to engage selected children who are keen to pursue performing arts and music, to help build their confidence. Some of the programmes lined up include singing classes, acting and costume making classes, dance classes, and interpersonal skills development. Aanantha will be selecting three children from the workshop to personally mentor and perform in his music video. 
For more information on the campaign and how to participate, please visit www.protonpersona.com.my.

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