We are living in unprecedented times. And the holy month of Ramadhan couldn’t be more different this year. The COVID-19 pandemic and the Conditional Movement Control Order (MCO) have deeply impacted life and business—“our new normal” involves face masks, hand sanitisers, social distancing, and working from home. Traditions though, die hard. Bubur Lambuk, a century-old tradition synonymous with Ramadhan, remains steadfast in these challenging times.
Maxis is the main sponsor for Astro’s Projek Bubur Lambuk Kampung Baru, coming together with delivery partner Foodpanda and sponsors S&P Santan and The Giving Bank. The project is about giving cheer to the underprivileged and for showing appreciation to Malaysian frontliners who have been instrumental in keeping the nation safe during the pandemic.
In the last two days, 9,000 packets of Bubur Lambuk were delivered to frontliners and charity homes scattered across Kuala Lumpur and the Klang Valley, including Hospital Kuala Lumpur, IPD Sentul, and Rumah Titian Kasih.
With the nation still under CMCO, operations for Kampung Baru’s Bubur Lambuk has adapted to “new normal” conditions. This means no more long lines in front of Masjid Jamek Kampung Baru. For owner Pak Zainal, he has resorted to drive-thru and delivery methods to practice social distancing. He has also moved his operations from store to home.
While orders may be limited, he is determined to keep the yearly tradition alive.
“My family began selling the traditional dish in Kampung Baru 22 years ago and it is something we look forward to the most every Ramadhan. This year, our Bubur Lambuk brings a more sentimental meaning, thanks to Projek Bubur Lambuk Kampung Baru. In the spirit of giving and unity, we hope a little bowl of our porridge will warm the hearts of the nation,” said Pak Zainal.
Meanwhile, students from Maxis’ flagship community programme, eKelas, learned about the heritage of Bubur Lambuk Kampung Baru, and on the values of giving, sharing, and unity. Over 17,000 eKelas students connected via the platform to participate in English language-related quizzes and creative contests to make their own Bubur Lambuk recipes.
Maxis eKelas is an after-school digital learning initiative that aims to improve the academic performance of students in underserved and rural communities. It is delivered through the Malaysian Communication and Multimedia Commission (MCMC)-owned Pusat Internet under Maxis’ care.
The programme focuses on Science, Mathematics and English for students from Primary 6 to Form 5. It uses a combination of live tutorials, group learning and interactive digital content.
Earlier, Maxis launched its #KitaSapotKita campaign to inspire positivity by reaching out to the community through various initiatives. The brand collaborated with local artists to produce a music video called “Make It Through”—an inspiring song that provided an avenue for the public to actively support fellow Malaysians by turning social shares into donations for those in need.
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