DUE to the Covid-19 pandemic and subsequent movement control order (MCO), Muslims in the country are observing Ramadan in the “new normal” era.
This has necessitated many changes to businesses, including the famous bubur lambuk of Kampung Baru.
While its operations have come to a halt due to the conditional MCO, this century-old tradition synonymous with Ramadan is being continued through other means – by delivering bubur lambuk to frontliners who dedicate their time to serve the nation as well as other communities in need.
Coming in as main sponsors for Projek Bubur Lambuk Kampung Baru, Maxis joined forces with Astro together with delivery partner Foodpanda and sponsors S&P Santan as well as The Giving Bank, to kick-start the project.
Some 9,000 packets of bubur lambuk were handed out to frontliners and welfare homes across several locations in the Klang Valley, including Hospital Kuala Lumpur, IPD Sentul and Rumah Titian Kasih.
“At Maxis, we have been running a campaign called #KitaSapotKita, which is about inspiring positivity across the nation in spite of challenging circumstances.
“The underlying passion of Projek Bubur Lambuk Kampung Baru is no different, which is why we decided to jump in to help inspire each other with the values of giving and sharing that is deeply rooted within all Malaysians.
“We thank Astro for inviting us to be part of this amazing project, ” said Maxis brand and marketing head Tai Kam Leong.
“We are humbled by our partners’ support to make this project a success. Together, we helped to keep the Kampung Baru bubur lambuk tradition alive, bringing cheer to the less privileged and showing our appreciation to frontliners, ” said Astro media sales vice-president Norfuziana Ahamed.
Operations for Kampung Baru’s bubur lambuk had adapted to “new normal” conditions.
Gone are the sight of long lines in front of Masjid Jamek Kampung Baru.
Pak Zainal who makes bubur lambuk, had resorted to drive-through and delivery methods to ensure social distancing, as well as moving his operations from the store to home.
Although orders have been limited, he was determined to continue the yearly affair.
“My family has been selling the traditional dish in Kampung Baru for the past 22 years and it is something we look forward to every Ramadan.
“This year, our bubur lambuk has a more sentimental meaning, thanks to Projek Bubur Lambuk Kampung Baru.
“We hope a little bowl of our porridge will warm the hearts of the nation, ” said Pak Zainal.
Meanwhile, students of Maxis’ flagship eKelas community programme, also got involved in the campaign. Engaging activities over the eKelas portal had been organised to educate its over 17,000 students on the heritage of Kampung Baru’s bubur lambuk and values like giving, sharing and unity.
The activities included English language quizzes and contests like coming up with their own bubur lambuk recipes.
Maxis had earlier launched its #KitaSapotKita campaign to inspire positivity by reaching out to the community through various initiatives.
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