11 Deepavali campaigns that lit up our feeds this 2025

Deepavali, the Festival of Lights, is a time when homes glow with warmth, laughter, and the unmistakable scent of festive treats. Beyond symbolising the triumph of light over darkness, it’s a season that celebrates togetherness, where families reconnect, communities come alive, and joy takes centre stage.

Every year, brands join in the celebration with campaigns that capture this spirit in different ways. Some heartfelt, some humorous, and all deeply rooted in Malaysia’s vibrant, multicultural spirit. Whether through tear-jerking storytelling or clever cultural twists, these films light up screens as much as homes.

In 2025, amid a wave of AI-generated posts sending generic Deepavali greetings, a handful of campaigns truly caught our attention at A+M. Beyond our recent features on Maxis, Air Selangor, and Julie’s Biscuits, here are 11 more standout campaigns, listed alphabetically:

Don't miss: Maxis shines a light on ‘Teddy bear doctor’ story for Deepavali

1. Ambank Group

Ambank’s “Rhythm of Deepavali”, created together with Studio 17, captures the spirit of the festival through dance and narration in a one-minute film featuring local artist Kamini Manikam performing Bharathanatyam. The video celebrates the essence of Deepavali, from the gleam of sarees to the sweetness of mithai, the colours of kolam, and the warmth of togetherness, all conveyed through the timeless language of classical dance. 

For Kamini, Bharathanatyam is more than a performance; it is a sacred language of expression, devotion, and grace. She described it as the rhythm through which she has seen the world and grown into herself. Seeing Ambank choose this art form to tell a Deepavali story moved her deeply. “Of all the ways a story of Deepavali could be told, Ambank chose Bharathanatyam to express the very essence of the festival, capturing its culture, grace, and unity,” she shared on social media.

Kamini also praised the care taken in the production, noting the respect, research, and attention to detail in every frame. “It was more than just a shoot, it was a cultural offering, crafted with immense sincerity and reverence,” she wrote. Through its fusion of classical dance, narration, and festive imagery, Ambank’s film offers a heartfelt celebration of Malaysia’s shared heritage this Deepavali.

2. Astro Malaysia and Astro Ulagam

Astro Malaysia’s “Ithu Namma Kondattam” (“This is our celebration”) takes a playful, comedic approach, mimicking the twists, turns, and dramatic cuts of a classic Indian TV show. The film follows a family preparing for Deepavali, each member busy with their own tasks, while the matriarch cheerfully watches Astro. Chaos ensues when the electricity trips, forcing the family to grind ginger, garlic, rice, and dal with a food processor. As frustration builds, they even contemplate booking a homestay instead of celebrating at home.

Grandma quickly restores order, and humour, by hurling an Astro remote into her son’s bowl of flour, then stepping out of her TV room in dramatic flair, smoke curling from incense fanned for effect. Taking charge, she reveals her collection of old-school stone grinders and coconut graters, guiding the family through preparing ingredients by hand.

Through the process, the film underscores the importance of tradition, bonding, and resilience. Grandma reminds her family. “Times may change, we may change, but our traditions, passed down through generations, will always unite us. This is our celebration.” With humour, heart, and nostalgia, the campaign celebrates how Deepavali traditions continue to bring Malaysian families together, even amid modern-day hiccups.

3. CelcomDigi

CelcomDigi shines a light on the unsung heroes of Deepavali in its heartfelt 2025 film, "Nam Thadam, heroes of heritage". Rather than focusing solely on the festival’s lights and colours, the campaign celebrates the artisans, craftsmen, and everyday Malaysians whose skills and dedication keep Deepavali traditions alive. From spice grinders and sweet makers to garland weavers, oil lamp artisans, and jewellery creators, each craft tells a story passed down through generations, preserving the essence of the festival for years to come.

Chan May Ling, CelcomDigi’s head of brand and marketing services, highlighted the campaign’s message, that real connection is not just powered by technology but by the people who are the true heroes of culture. “At the heart of our brand is a commitment to spotlight inspiring Malaysians whose stories reflect the spirit of our nation,” she said.

In addition, CelcomDigi introduced "Designed by tomorrow’s creators", inviting young Malaysian talents to create exclusive Deepavali festive packet designs. Each of the three selected designs offers a modern interpretation of the festival, reflecting themes of love, light, unity, and tradition. This Deepavali campaign builds on CelcomDigi's "Dari mata kita" ("Through our eyes"), short film for Merdeka, that invited Malaysians to see the country through fresh perspectives, highlighting hidden places, unsung heroes, and local traditions that define the nation.


4. foodpanda

foodpanda Malaysia’s festive film, "Shoes of kindness", combines heartwarming storytelling with a subtle call to action for delivery partners. The film opens with a young Indian man diligently making deliveries even in the rain, just a day before Deepavali. Observing his worn-out shoes and tireless work ethic, his colleagues secretly plan a surprise to show their appreciation.

During a quiet celebration at home with his mother, the young man is touched when fellow foodpanda riders arrive with gifts, including a new pair of shoes he hadn’t had time to buy himself amidst his busy schedule. The scene captures the joy of community, friendship, and caring for one another during the festive season. After a morning filled with laughter, festivities, and togetherness, he heads back out to continue working, highlighting the dedication and responsibility of supporting his family.

The film conveys a simple but powerful message: “Working hard for our families is our responsibility, but on this journey, we are never alone.” It reminds viewers that Deepavali shines brighter when we look out for one another and celebrate the spirit of kindness. Through its mix of cultural celebration and everyday heroism, "Shoes of kindness" emphasizes compassion, connection, and the joy of giving during the festival of lights.

5. Kurnia Insurans 

Kurnia Insurans and Liberty Insurance Malaysia’s “Rhythm of togetherness”, created in partnership with 16TWO celebrates the sounds and sentiments of Deepavali, featuring local artist Kamini Manikam, and actor Eswar Ji. From the crackle of murukku to the laughter of cousins and the quiet moments before a prayer, the film evokes the warmth, love, and memories that define the festival.

Through this sensory storytelling, the campaign conveys the idea of protection and care, much like a parent shielding their family with love. Every scene reflects the unseen guardianship that keeps homes and hearts safe, reminding viewers of the comforting presence that underpins family life. The narrative draws a parallel between the festival’s spirit of togetherness and the values of Kurnia and Liberty: to nurture, protect, and celebrate the bonds that matter most.

The film’s intimate portrayal of family life highlights motherhood in its truest sense. Guiding, supporting, and uniting loved ones. From shared meals to small rituals, each frame is a tender celebration of love in its purest form. With Kamini Manikam’s graceful performance at its heart, “Rhythm of togetherness” offers a moving tribute to Deepavali’s deeper meaning, blending cultural nuance with universal themes of care, protection, and the joy of being together.

6. Mah Sing Group

Mah Sing Group’s Deepavali film, “Appa… Why her?”, created with Thirtygrid Production, directed by Daniel Renu and shot by DOP Kelvin Loh on one of Mah Sing’s property developments, blends humour, family dynamics, and festive warmth. The film stars Aruna Raj Devarajoo, Eswar Ji, Tivagaran Kaliappan, and Shugeetha Nair Paramasveran.

The story opens with a mother gearing up to scold her son for waking late and treating the house like a hotel. The son, played by Kaliappan, starts lamenting that other guys his age are out with girlfriends. Amid bickering, he jokes that if his “tiger mom” had seen his father’s room before marriage, she might have run away too. His mother’s frustration eventually flips toward his father, who has been out grocery shopping for hours.

At the perfect moment, the father returns, explaining he shopped for both their mothers. Sharing years of experience, he reflects on enduring rough patches in marriage and how love and patience have kept their family together. Inspired, the son begins daydreaming about his future wife, only to be interrupted by a beautiful neighbour delivering Deepavali murukku, sparking visions of a life to come.

Despite the humorous jabs at the mother, the film ends on a heartfelt note: every home shelters not just lives, but dreams for tomorrow, reflecting Mah Sing Group’s commitment to creating spaces where families and futures thrive. On Instagram, viewers praised the video for its nostalgic charm, with one netizen noting it reminded them of their teenage days, while others expressed surprise and delight at seeing a property developer produce a Deepavali campaign.


7. Maybank 

Maybank’s “Light of laughter” film takes a fresh, light-hearted approach to Deepavali, swapping sentimentality for smiles while still rooted in meaningful storytelling. Created with creative and media agency Invictus Blue, the campaign spotlights local Tamil funk musician and comedian Murty, an amputee with a prosthetic leg, as he hosts a festive open house celebrating music, comedy, and community. The film highlights Murty bringing together fellow Malaysians with disabilities to share in laughter, joy, and camaraderie, showing how shared moments of humour and music can uplift spirits even during life’s hardships.

“At its core, the film carries a simple yet thoughtful message,” says Shazlina Suffian, head of brand and marketing, Maybank. “Light isn’t always something we find externally, but often in the laughter we share with those around us. Through moments of levity and relatable charm, we humanise the festive spirit, reminding viewers that joy, like light, has the power to brighten our days and uplift communities.” “Light of laughter” emphasises connection, resilience, and inclusivity, showing that Deepavali becomes truly meaningful when its spirit is shared, creating memories that shine brighter with humour and human warmth.


8. Petronas

The “Taste of love” (Santapan kasih) campaign film, directed by Ismail Kamarul of Reservoir Production in collaboration with Accenture Song, has already garnered over 3 million views on YouTube and 123,000 on Instagram in just five days. Starring Hamsni Perumal as Shalini, the film follows a young woman hosting Deepavali for the first time, juggling everyone’s requests while politely declining her mother’s offers to help. As guests arrive and tasks pile up, Shalini spills spices for chai and becomes overwhelmed.

At her breaking point, her mother sits her down, offering a bite of food and wise advice: “Hosting your first Deepavali is not easy. I know you want to prepare a lovely feast for everyone today, but don’t lose yourself in it.” The film highlights that while food is central to the festival, being present with loved ones matters most. A flashback to Shalini’s childhood reinforces this message before she rejoins her guests.

Viewers praised the campaign for its warmth and relatability, with many reminiscing about their own mothers and feeling reminded to pause and enjoy the festive season, while lauding the director for crafting a heartwarming story that resonates deeply with Malaysian audiences.


9. Spritzer

Spritzer Malaysia’s festive film, புதிய தொடக்கம் ("New beginnings"), follows siblings Jega, Dhina, and Kumar as they return to their grandmother’s home to celebrate Deepavali. Upon arrival, they’re immediately met with questions about why they came home late, why they didn’t take extended leave, and why they haven’t visited more often. Settling into preparations, the trio faces humorous jabs from their uncle about their weight and fitness, despite his own unhealthy habits and love of sugary drinks. Meanwhile, their grandmother fondly reminisces about her late husband, who suffered health issues from similar indulgences.

Adding a playful twist, the grandfather’s portrait seemingly comes to life, warning the siblings that their uncle risks the same fate if he doesn’t change his ways. Taking matters into their own hands, the trio crafts a Spritzer sparkling drink made with natural ingredients and fruit, with no added sugar. The gesture brings joy and a refreshing sparkle to the festivities while subtly encouraging healthier habits.

Through humour, family dynamics, and festive cheer, the film highlights the balance between caring for loved ones and making small changes for a healthier life.

10. TNB

TNB’s bright-coloured and lightheartedfestive film, "The perfect family", celebrates Deepavali through the eyes of a little girl in a household of perfectionists. Each family member prides themselves on their flawless Deepavali tasks, the mother with her perfect murukkus, the father with precise shopping, the grandmother and eldest sister with intricate kolam designs, the grandfather with gleaming brassware, and the elder brother with a perfectly tidy home. Left with nothing to do, the little girl sits disappointed, feeling overlooked.

Chaos soon ensues: the mother burns her murukkus, the father buys the wrong flour, and the kolam is ruined. Seizing the moment, the girl steps in to lead, turning mishaps into teamwork and rewriting the family’s Deepavali traditions. Together, they prepare the festivities, rediscovering joy and connection in shared effort.

TNB’s role underpins the story as the reliable electricity provider powering homes and celebrations throughout the festival. The film reminds viewers that Deepavali isn’t about perfection, but about the shared moments, laughter, and support that make family celebrations truly meaningful. Not to mention, Jero the cat definitely shined bright in the film with his adorable Indian accent and cat puns.

11. Watsons 

Watsons Malaysia’s festive film, "Oli-ways with me", has racked up over 6 million views on YouTube, featuring local actors Sharmini Ramesh, K. Prakash, Thinesh Raj, and Veerasingam Kanniah. The film takes a comedic yet heartwarming approach to Deepavali, following a family whose plans are thrown into chaos when their daughter, Reena, announces she cannot make it home for the celebrations. Amidst the initial despair, grandma (Paati) offers sage advice: they can bring the celebration to Reena instead.

The film blends humour and festive charm as the family springs into action. Grandpa uses “supernatural powers” to launch a walking stick at a coconut tree, Reena’s father prepares kolam powder, her mother collects her bantal busuk (smelly childhood pillow), and grandma arranges a Watsons delivery with Reena’s favourite supplements and beauty products. Reena’s best friend, long-time Watsons ambassador Ayda Jebat, also joins the festivities, adding to the warmth.

After a long day (and a little rain courtesy of the gardener uncle) Reena returns home to an emotional and joyful welcome from her family. "Oli-ways with me" captures the joy, chaos, and togetherness of Deepavali, blending heartfelt moments, comedy, and drama. It reminds viewers that celebrating with loved ones, no matter the hurdles, is what makes the festival truly special.

Although the following campaigns are not brand films, here are some special mentions for RHB Banking Group, McDonald's Malaysia and Coffee Bean & Tea Leaf Malaysia.

This year, RHB Banking Group has skipped the usual brand film for its "Light it up" activation. The bank invited customers to comment "🪔" with the hashtag #LightItTogether, to watch the LED display at RHB HQ, Jalan Tun Razak, grow brighter with every lamp emoji dropped. Carried out over four days, the display was available for public viewing in Kuala Lumpur, day and night. For those outside Klang Valley, their names also appeared on the LED screen, and updates will be shared daily on RHB’s Instagram stories. The Instagram post had garnered over 15,000 likes. 

McDonald’s Malaysia continues its festive open house tradition this Deepavali, hosting celebrations across outlets in Klang, Johor, Penang, Negeri Sembilan, Perak, and Selangor from 24 October to 1 November. Customers can redeem a free Spicy Chicken McDeluxe set from 6PM to 7PM, limited to 1,500 sets per day. The events also feature traditional performances, games, and activities, with the chance to receive a mystery gift for those dressed in traditional attire. Building on its 2025 open house celebrations for Hari Raya and Chinese New Year, McDonald’s festive gatherings aim to bring communities together and spread joy during the season of lights.

The Coffee Bean & Tea Leaf Malaysia captured hearts this Deepavali with its first-ever festive packets in its signature purple, featuring five coffee drink designs and the message, “May your light glow from within.” Alongside the packets, customers can redeem a special RM9 voucher with a minimum in-store purchase of RM38. This marks CBTL’s debut Deepavali release, having previously only offered Raya packets, bringing a festive touch to its signature coffee offerings.

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