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CelcomDigi encourages consumers to follow their passions this CNY

CelcomDigi encourages consumers to follow their passions this CNY

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CelcomDigi is inviting Malaysians to embrace the festive spirit of the Year of the Dragon through a brand film that features a young dragon who loves to play the drums against his human family’s wishes.

Titled Rhythm of Destiny, the film begins with text that says, “it is a generational belief that every child is destined for great things, especially those born in the year of the dragon.”

Don't miss: These are the best CNY ads in Malaysia for 2024

These sentiments are felt by the protagonist Xiao Loong whose passion for making music is not taken seriously by his family who wishes he was better at studying. In fact, whenever he plays the drums, his parents would confiscate his drumsticks.

In one scene, Xiao Loong’s grandfather attempts to improve his math skills with an abacus. However, as Xiao Loong uses the abacus, the movements of the beads quicken as he begins making a beat out of the mathematical instrument.

After the dragon realises that he should embrace his passions, he starts experimenting with digital music production and performs at a Chinese New Year gathering. When Xiao Loong turns into a human, his parents cry tears of joy. CelcomDigi here highlights the transformative power of passions fuelled by inspiration around us.

“The film portrays a vivid picture of how one’s decision supported by loved ones and the community can help us rise with the strength of a dragon and unleash the destiny within us,” said CelcomDigi in a statement.

As the brand enters its second year since the merger of telecommunications companies Celcom and Digi, CelcomDigi is no stranger to creating inspiring brand films. For Christmas last year, it released a brand film meant to show how a child’s love manages to deliver the greatest gift of all: family.

Titled “The Unexpected Gift”, the film stars Gideon who is looking forward to the year-end holidays with family. Unfortunately, he receives news that his sister, Amanda, is not able to make it home for the Christmas celebrations. It’s through this change of events that he also discovers the presence of a long-lost grand-uncle James.

Related articles: 
CelcomDigi brings families together with new film
CelcomDigi creates new sonic logo to foster emotional connection with consumers
CelcomDigi unveils new corporate logo since 2022 merger

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