CelcomDigi celebrates imperfect family moments in Deepavali film

CelcomDigi has released a Deepavali short film highlighting how everyday family moments and staying connected can be more meaningful than picture-perfect celebrations.

Titled “Inaikkum alaippu” (“The call that connects”), the film follows a family attempting to take the perfect family portrait during Deepavali.

Amid the festivities, unexpected moments disrupt their efforts, shifting the focus from getting everyone in the frame to appreciating the laughter, togetherness and connections that make family gatherings memorable.

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As the family struggles to get everyone in the frame at the same time, they eventually call one another and take a “group photo” through a video call. The film uses this moment to highlight how connectivity can help loved ones share celebrations, even when they cannot be physically together.

Chan May Ling, head of brand and marketing services at CelcomDigi, said the film was intended to reflect familiar experiences shared by Malaysian families, where moments that do not go as planned can become the most meaningful memories.

“Deepavali is a time when families come together to reconnect, celebrate traditions and create lasting memories. Through Inaikkum Alaippu, we wanted to tell a story that feels familiar to Malaysians because we have all experienced those moments when things don't go exactly as planned, yet somehow turn out even more meaningful,” she said.

She added that the brand believes technology is most powerful when it brings people closer together, with every call, message and connection representing a relationship, reunion or cherished memory.

The campaign is part of CelcomDigi's commitment to keeping more than 20 million Malaysians connected. The company has more than 20.3 million users on its network, according to its press release.

The film is available on CelcomDigi's official YouTube channel.

The latest film follows CelcomDigi's broader push towards culturally rooted festive storytelling. Earlier this year, the telco spotlighted traditional artisans in its Chinese New Year film, “Behind the 新”, and continued the theme with its Raya film, “Penyeri tradisi Raya”, which celebrated the craftspeople behind the festivities.

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