Lembaga Tabung Haji (TH) has rubbished claims that it has set aside some RM20 million to be spent on a rebranding exercise for the pilgrim fund.
TH said such claims were untrue and slanderous, as it had only allocated a total of RM6 million for a brand rejuvenation exercise over a three-year period.
In a statement today, the board also said it is inaccurate to say that Tabung Haji does not need to strengthen its branding just because it is well-known after 60 years in operation.
“TH has embarked on branding strengthening exercises several times prior to this, and these are important investments to change mindsets and attract the interests of Muslims to save systemically so that they can perform the haj.
“TH’s board of directors decided to review its strategies to remain competitive in offering the best services and attract more young Malaysian Muslims as depositors,” it said.
TH said the RM6 million allocated would involve extensive market research and engagements with depositors to better understand their needs.
It pointed out that of its 9.6 million depositors today, only half of them were Malaysian Muslims, with the rest foreigners.
It also said 53% of depositors have less than RM1,300 saved, far below what was needed to perform the haj.
Earlier this week, PAS‘s Pengkalan Chepa MP Ahmad Marzuk Shaary claimed that three firms have been appointed to help with TH’s purported rebranding exercise. He said this would involve RM20 million in TH funds.
