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Source: Screen shot from Money FM 89.3
Source: Screen shot from Money FM 89.3

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Shahril Azuar Jimin weaves a good story in radio interview

Weaving a good story in a live radio interview can be tough, but our nominee of the Hong Bao Media Savvy Awards 2019 this week made it look easy.

Shahril Azuar Jimin has been in the media frequently over the years, including in his role of CCO of ETIQA Insurance and Takaful. But it's his exemplary appearance on Money FM 89.3 in Singapore as CEO of Maybank Foundation that we would like to highlight.

The interview was particularly difficult because his conversation with host Claressa Monteiro was interwoven with commentary from other studio guests.

Scroll down to find out my reasons for nominating him for the Hong Bao Media Savvy Awards 2019 in the category of Best Broadcast Interview, and listen for yourself.


The Hong Bao Media Savvy Awards 2019 resumes with our third round of nominations in Singapore and Malaysia in the following categories:

  • Best Broadcast Interview, in association with Meltwater
  • Best Online Interview, in association with Shootsta
  • Best Conference Presentation, in association with Dianomi
  • Best Live Webcast, in association with The Streaming Company

We launched the Hong Bao Media Savvy Awards to recognise senior local leaders for their communications skills, and to showcase authentic and credible home-grown communicators.

These are shining examples for other local business leaders, and to build a culture of excellence in communication, to maximise the potential of Asian companies in the Asian Century.

Each week until November 30, 2019, we are shortlisting a local corporate figure who has demonstrated excellence in a media appearance for the Hong Bao Media Savvy Awards 2019.

Click on the link below to enter yourself or another Senior Business Leader.


Given the challenging nature of the interview, Shahril nailed his messages surrounding the “Entwine: Maybank Women Eco-Weavers meet Southeast Asian Artists” traveling exhibition.

Here are five observations on his performance:

  1. Messaging – Shahril managed to get his messages in, including his company's tagline "humanising financial services", but critically he did so without sounding contrived. He spelt out the precise name of his exhibition, which is difficult when it's such a mouthful.
  2. Bridging – There was an exemplary moment where Monteiro said "I find it quite intriguing that you picked women weavers because it does bring along with it, as you put their art and their craft into the forefront, more empowerment for them in areas where women empowerment isn't exactly a priority in some places." Without skipping a beat, Shahril responded, "it is a priority for Maybank." Ka-pow!
  3. Statistics – Giving figures can make your interview more credible. Shahril gave quite a lot of numbers. For example, he talked about having trained 6,400 people in 4 countries, 70% of whom were women.
  4. Flagging – Shahril recounted the two most important reasons he picked weavers, but he did so in a way that made them easy to remember: first, women are often most impacted by difficult circumstances, second, the art of weaving is dying.
  5. Know the story – Shahril seemed to understand weavers very well. For someone who holds the CEO's position, he was able to relate the conditions the women were working under as though he had sat with and observed them for a long time.

We couldn't quite figure out why an interview about women weavers involved only men, but this didn't take away from Shahril speaking credible on the issue.

If you know Shahril Azuar Jimin, share this article with him and congratulate him on being nominated for the Hong Bao Media Savvy Awards 2019.

If you have what it takes, nominate yourself or your senior business leader for the Hong Bao Media Savvy Awards 2019




Mark Laudi

Mark Laudi

Press contact Managing Director (+65) 6223 2249

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