Tabung Haji Denies Rm20mil Rebranding Claim Clarifies Actual Cost

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LEMBAGA Tabung Haji (TH) has denied allegations that it spent RM20mil on a rebranding exercise, calling the claim “untrue and slanderous”.
In a statement, TH said the actual budget allocation for the brand rejuvenation process is RM2mil per year over three years, not RM20mil.
“The speculation of RM20mil expenditure for the new rebranding process is untrue and constitutes slander,” it stressed.
The pilgrimage fund explained that efforts to refresh its brand are necessary despite its 60-year history.
“The allegation that TH does not need to make efforts to strengthen its brand, which is already well known, is inaccurate,” it said, adding that brand rejuvenation has been undertaken several times in the past.
TH said the exercise involves market surveys and engagement with depositors, noting that demographic changes among Malaysian Muslims have had a “very significant impact”.
Currently, TH has 9.6 million depositors, equivalent to only half of the country’s Muslim population.
“More than 53% of our depositors have savings of less than RM1,300, which is far from sufficient for preparing to perform the hajj,” it said.
The board of directors has also decided to review strategies to remain competitive and attract younger depositors.
The TH media statement is probably related to the speech by the PAS MP for Pengkalan Chepa, Datuk Dr Ahmad Marzuk Shaary who alleged that TH is proceeding with a rebranding at the cost of RM20mil.
In his speech during the debate on the 13th Malaysia Plan, the MP questioned the need for such large expenditure when TH already has a strong and internationally recognised brand.
He highlighted that the funds come from Muslim depositors, including villagers, FELDA settlers, fishermen, and youths saving for hajj, and argued that the money would be better used to improve services or subsidise B40 pilgrims.
He raised concerns that the appointed firms (5Grams Communications, Green Zebra, Sentry PR) are not fully Muslim- or bumiputra-owned, with some even led by non-Muslims, which he said disregards the sensitivities and aspirations of TH depositors.
He stressed that TH is not just a financial institution but a symbol of Muslim dignity and a trust that safeguards the dreams of Muslims to perform hajj.
He demanded the government explain who approved the appointments, what procurement process was followed, and what justification exists for the expenditure.
Finally, he called for assurances that depositors’ funds will continue to be managed with integrity and trust. —  Focus Malaysia

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