TM lets Malaysians sing 'Gemuruh' in languages they do not speak

For Merdeka, TM wanted to show technology as a bridge across Malaysia's linguistic diversity. The work needed to feel cultural, not like a generic AI demo.

Use generative AI to let people see and share themselves singing a national unity song in another Malaysian language or dialect.

Grey Malaysia built a microsite where people sang 'Gemuruh'; seven AI and API platforms traced voices, cloned vocals and lip-synced the performance into a chosen language or dialect.

Campaign Asia reported that the tool supported 17 commonly used languages and dialects. ADFEST later awarded My Anthem a 2025 Lotus Roots prize for embodying local culture.

TM's My Anthem, also presented as 'Sejuta Suara, Satu Ritma, Jiwa Malaysia', answered a Merdeka brief with participation. Malaysians could record themselves singing 'Gemuruh' and receive a version in another local language or dialect.

The craft mattered because the output still needed to feel like the person singing. Campaign Asia says the platform integrated seven AI and API systems for voice cloning and lip sync, with tools including Kits.ai, HeyGen and SyncLabs.

ADFEST framed the work as Lotus Roots because the idea grew from Malaysia's everyday multilingual reality. The telco's product role was not bandwidth alone, but making technology feel like a bridge between communities.

It connected AI to a real national moment instead of presenting AI as novelty.

The song gave the technology an emotional script people already understood.

The 17-language design made inclusion visible in the interface.

The brand role matched TM's position as a digital infrastructure company.

AI feels less gimmicky when the interface lets people participate in a shared cultural ritual rather than merely watch a technical trick.

The campaign was covered by Campaign Asia during Malaysia's 2024 Merdeka season and later recognized in ADFEST 2025's Lotus Roots category. Its original microsite was no longer reachable during this batch, so the live article and award archive are used for verification.