When it comes to Aidilfitri, it is more than just a celebration, it is a time of reflection, gratitude, and most importantly, togetherness. This festive season, Prudential BSN Takaful Berhad (“PruBSN”) invites Malaysians to embrace the true essence of Ta’awun (mutual assistance), a core principle deeply embedded in its Takaful business and operations. With the aim of uniting people through the simple yet
profound act of giving, PruBSN mobilized 600 volunteers, including Takaful Consultants and staff, to engage with local communities across Malaysia, spanning from the northern states to East Malaysia throughout the holy month of Ramadan.

Anchored by its sustainability commitment, PruBSN’s Ramadan and Aidilfitri campaign focuses on providing simple and accessible health and financial protection, promoting responsible investment aligned with environmental, social, and governance (ESG) principles, and fostering business practices that minimize environmental impact and uphold social responsibility. Overall, this nationwide outreach reflects PruBSN’s commitment to sustainability, in fostering social impact and financial inclusivity.

At the heart of this year’s initiative is the theme “Ukhuwah Berkawah”, inspired by a tradition that has long been a symbol of unity which is cooking together in a kawah (large pot). From sourcing ingredients to preparing and serving meals, the process symbolizes a collective effort, reinforcing the importance of generosity and shared responsibility. Hence, in collaboration with various entities including Yayasan MyPrihatin (YMP), Universiti Sultan Zainal Abdidin (Unisza), Universiti Sains Malaysia (USM) and Waqaf An-Nur, PruBSN volunteers prepared and distributed 10,000 packs of bubur lambuk and gulai kawah to
various locations, including mosques, residential areas, and higher education institution in Terengganu, Penang, Johor, Kuala Lumpur, Sabah, and Sarawak.

Adding to the warmth of the initiative, local celebrities and influencers such as Hawa Rizwana and Aiman Salim also joined the effort with PruBSN, while Ustaz Haris Ismail (PURiz) shared reflections on Ta’awun and the beauty of giving through digital platform. Emphasizing the idea that everyone has a role to play in giving back to the society, PruBSN released a special Aidilfitri video narrative, “Raya Ini Kuali-lah.” Told from the perspective of a humble, often overlooked kuali (wok), the video serves as an inspiring reminder that every contribution, no matter how small has a meaningful impact.

Beyond its community outreach, the company introduced another exclusive edition of its eco-friendly duit raya packets, made from Forest Stewardship Council (FSC) certified paper. This initiative reflects PruBSN’s continued commitment to environmental sustainability, emphasizing responsible resource use and environmental stewardship.

Designed by a local artist, the artwork from the duit raya packet tells the story of Ukhuwah Berkawah, capturing the warmth and unity that come from cooking together. This year also marks a significant milestone as PruBSN commemorates the 10th anniversary of PruBSN Prihatin, its charitable arm dedicated to advancing education and life skills, health and well-being, and disaster relief initiatives across Malaysia. Since its inception in 2015, PruBSN Prihatin has positively impacted the lives of 200,000 vulnerable
individuals through various initiatives. PruBSN Chief Executive Officer and President of PruBSN Prihatin, Wan Saifulrizal Wan Ismail said, “Takaful is built on the principle of helping one another, and at PruBSN, we believe this extends far beyond financial protection. Through PruBSN Prihatin, we have spent the last decade ensuring that the communities we serve are not just protected, but also empowered to thrive.”

“These include PruBSN Microtakaful Jariyah (“PruBSN MTJ”), which provides basic life protection coverage for breadwinners in the B40 community at no cost, in collaboration with the Implementation Coordination Unit, Prime Minister’s Office (“ICU JPM”) that extends full-year protection to more than 182,000 head of households from poor and hardcore poor families registered under the eKasih database. For this year we are targeting 42,300 more recipients of which the distribution will be done in phases beginning March.

The first phase was on 15 March benefitting 6,000 recipients from central region. Additionally, PruBSN has actively promoted financial literacy through Program Bijak Belajar and Program Celik Kewangan, equipping over 2,000 students across 31 schools with essential financial knowledge to foster financial resilience from an early age,” he added.

As PruBSN continues its journey toward long-term sustainability, it remains steadfast in its mission to create meaningful impact through responsible business practices and community-driven initiatives. By fostering a culture of Ta’awun, the company seeks to uphold the values of mutual assistance, compassion, and collective progress. This Aidilfitri, PruBSN reaffirms its dedication to building a more inclusive and sustainable society, where every individual has the opportunity to thrive and contribute to the greater good.