by Anishametra Saravanan
“Do you know Claudia from our Yes store?”
Sharwin Luke laughed as he posed one of the first questions during our interview. As a copywriter, it’s evident that his high-spirited nature perfectly suits his role as a storyteller for Yes. As our conversation progressed, it became apparent that Claudia is, in fact, an Artificial Intelligence (AI) designed to provide relevant information to guests for any Yes event she attends. “I work closely with the team over at NOC to programm her dialogue responses. And if you think she’s the only bot I collaborate with, just wait until you meet the rest of the crew – Pepper, Ginger and Patrol,” he added cheekily.
Sharwin also holds the role of a social media content creator. He plans and executes content across various platforms such as Facebook, Instagram, Twitter (now X), and TikTok. To achieve this, he relies on his team of creatives for support and assistance.
“I'm grateful to have a team that supports my ideas and is encouraging when something I've posted doesn't gain the expected traction. This gives us the space to experiment and develop as content creators.”
As he reaches the year-and-a-half milestone of being a part of the YTL Family, Sharwin reflects on how curating content for a front-facing brand can be a bit overwhelming. “The responsibility is quite significant and everyone will have an opinion about your work. But just like in any daunting situation, there’s always a silver lining – if you do achieve high rates of engagement, it means you’re able to connect with your audience on a personal level. This, in turn, helps you build a stronger connection between your brand and your audience.”
When sharing his passion for copy and marketing, it’s evident that Sharwin values the experience of any event they organise and presents them in captivating ways across various platforms to his audience. From crafting Yes’ EDM blasts to participating in all three of Yes 5G The Wave runs, he firmly believes in the power of storytelling to simplify intricate concepts, making them more accessible for people to grasp. ‘A common misconception is that 5G is a technology exclusively for first-world countries, and we might not have the privilege to experience it. However, we aim to prove them wrong. By organising events such as these runs, we’re establishing our presence and showcasing the strength of our 5G speed wherever they take place.”
If you’ve clicked on this story to learn about his Merdeka experience, I promise you we’re getting to the good part.
“Ah, yes the Merdeka parade…” Sharwin begins as he reminisces about the time when he had the honour of being on last year’s telecommunications float for Independence Day. “They needed someone to represent Yes on the float, and since I was relatively new, I was asked if I would like to be part of the parade. To be honest, I was a little reluctant because I had never considered myself someone who would participate in an event like this,” he explains.
Despite his initial hesitancy, Sharwin agreed to take part in the parade. Little did he know that his enthusiastic wave would be captured by the cameras. “I wasn’t allowed to carry any signage indicating 5G, as we were the only telecommunications company offering it at the time,” Sharwin explained. “However, I was provided with a cap and a mask that had ‘First to 5G’ printed on them. As my float was turning, I noticed a large screen and I knew I had to keep an eye out for a camera nearby. Once I spotted the camera, I decided to strike a pose. And that’s how I ended up on TV!” he shared.
Independence Day used to be something he looked forward to as it meant he could enjoy a public holiday. However, after participating in the parade last year, Sharwin realised that it’s much more than that. It’s an opportunity for people to come together as a community, united by their shared love for the country and its heritage.
“We were required to be at the venue by 6 am. What I didn’t expect to see were families, some even with young children, sleeping on the side of the road while waiting for the parade to start. Some even had their face paint on as they clutched their Jalur Gemilang flags, eagerly anticipating the start of the march. While we waited for the parade to commence, people began singing along to patriotic songs to embrace the Merdeka spirit. I even spotted a guy hanging off a tree, just to catch a glimpse of the parade. The scale of the crowd and the patriotism I witnessed on that day took me aback – it’s an experience I will never forget.”
