Who would've thought that an eight-minute video of a talking head with some words appearing for emphasis would get some 6,800 likes, more than 11,000 shares and more than 400,000 views on Facebook in two days?

The clip, featuring Singaporean former radio deejay Divian Nair, provides a rallying cry for citizens to band together, and perhaps to be inspired to "die for our country".

Published on this year's Total Defence Day (15 February, also the 74th anniversary of the day Singapore fell to the Japanese in World War II), the slick production, hosted on a Facebook page entitled "We Are Majulah", ignited our curiosity to get to know the people responsible for it.

We noted that the team qualified the campaign as being "apolitical and... not commissioned by any body or any organisation". So let's hope that these folks can continue to keep it that way and maintain an authentic relationship with their audience.

Here's a short interview we did with Divian, 29, who is also the founder of this new movement:

1. How and when did this all begin?

This project started somewhere around late February in 2015 while I was filming for a sports travel show. Midway through, I saw the perspectives that citizens of other countries had on their sense of identity.

The culmination of being exposed to these different perspectives led me to understand that there was a unifying series of principles they all shared — a unifying principle that I could not find about my own country when I was posed the question, "Would you die for your country?" by a man from America.

So I began a search for one until one night during supper, one of my team members, Hafiz, brought up the word 'Majulah' with no relation to the project in mind. It was at that moment that everything fell to place in my head and knew that was exactly the bridge we needed to create that unifying principle.

The drive for this project was strengthened by the realization that my loved ones would have a better chance if a possible solution existed to further strengthen our social fabric.

2. What do you hope to achieve with the project's website?

The website was built for two primary purposes: the first being the central point for all messaging and updates with regards to 'We Are Majulah' and its endeavours thereafter.

Secondly, we are hoping to have it serve as a digital mirror to society where we can constantly reflect and build on our identity with each other.

3. Could you tell us more about your team and how it was formed?

The team was formed originally with Hafiz, Leon, Yao and myself.

...

It only occurred to us much later that we had naturally assembled a multicultural unit. I suppose that happened because we never qualified or measured each other by race to begin with. We were Singaporeans.

All in all, from the spirit and dedication they have shown, I couldn't have asked for a more spectacular core team. There were a few others that contributed heavily with their time, expertise and advice and to them we are all grateful to as well.

4. The site mentions that it is apolitical in nature. Is this a not-for-profit project? Who are the sponsors for the project? Do you intend to run the project full-time if you have enough sponsors to the project?

This is indeed a not-for-profit project. We have no ties to any political party or organisation; we are in the hopes that the idea of 'Majulah' transcends any difference in political ideology and creed.

Currently we have no sponsors and everything is self-funded. That being said, we are on the lookout for sponsors as our resources are limited and we would like to sustain operations to achieve our campaign objectives in the long term.

5. Is there any reason why you decided to share your video on Total Defence Day?

We felt that in the long run, tying down the idea to a significant date would add to its meaning in future. So we chose February 15 because it is the day that Singapore fell in World War II. It underscores the reality that such an event is possible.

If this attempt at a solution survives to a day when something might happen, we will be armed with the belief that we will never say die, we will always survive and we will always be there for each other. Majulah!

You can watch the video, if you haven't yet seen it, here: