CelcomDigi’s National Day film brings unseen moments from 160 towns to life

In celebration of Hari Kebangsaan (National Day) and Hari Malaysia 2025, CelcomDigi has unveiled "Dari mata kita" ("Through our eyes"), a short film that invites Malaysians to see the country through fresh perspectives and everyday stories. Capturing intimate moments from 160 towns across all 14 states, the film highlights the richness of life that often goes unnoticed, shining a light on hidden places, unsung heroes, and local traditions that define the nation.

The campaign underscores CelcomDigi’s belief that connectivity is more than technology, as it is a catalyst for human connection. By leveraging its vast network, the brand enables Malaysians to experience the everyday lives of fellow citizens, bridging cultures and amplifying voices from every corner of the nation.

“At CelcomDigi, we believe the celebrations of Hari Kebangsaan and Hari Malaysia are not only a time to reflect on our past. They are meaningful opportunities to reconnect with the people and places that shape who we are. Dari Mata Kita shows how powerful connection can be when it inspires Malaysians to rediscover the richness of our nation and see each other in a new light,” said Chan May Ling, head of brand and marketing services at CelcomDigi.

Don't miss: FedEx Malaysia unites the nation through language this Merdeka Day

The brand film, produced in collaboration with Grey Malaysia, brings an unprecedented representation of the country to the screen. Five directors from Directors ThinkTank traveled across 14 states to uncover unscripted, authentic moments that define life in Malaysia. The video captures the sounds of the nation, from traditional musical instruments and the rhythmic clatter of a wayang kulit (shadow puppet) show to a beca (trishaw) rolling by, fish being chopped, and a kerbau (ox) being washed.

Narrated by Ahmad Tarmimi Siregar with a lyrical, poetic tone that weaves in humour and colloquial phrases from across the country, the film presents everyday stories that might otherwise remain hidden. From the bustling streets of cities to the quiet corners of rural towns. Supported by music from audio house Tank Music Asia, the campaign highlights the subtle cultural beauties of each state, turning the familiar into something extraordinary and inviting viewers to pause and appreciate the richness of life that is usually taken for granted.

“This idea was born from a simple realisation that we don’t truly know our own backyard as much as we should. Every step of this campaign was a journey of discovery for us, opening our eyes to the unseen depths of Malaysia. We hope it does the same for our audience, inviting everyone to see our home in a different light and feel a renewed sense of patriotism,” said Jeremy Yeoh, executive creative director, Grey Malaysia, in a statement shared with A+M.

The collaboration between CelcomDigi and Grey demonstrates how brand and agency can work hand-in-hand to create experiences that go beyond traditional campaigns. "Dari mata kita" is structured to encourage Malaysians to pause, reflect, and reconnect. Not only with the country, but also with one another. It emphasises that Hari Kebangsaan is not only about history or ceremony but about the everyday people who carry its spirit forward.

CelcomDigi plans to continue releasing curated content in the lead-up to Hari Malaysia, ensuring the campaign’s message of connection and discovery remains front and centre. “'Dari mata kita' is not based on a single true story about Malaysia. It is the true story, written every day in the little moments that wait for us to see,” added Chan.

Elsewhere, Petronas has released its latest festive film, With all our hearts, a story that revisits the enduring significance of the Rukun Negara (National Principles) as a unifying pledge for all Malaysians. Directed by Ismail Kamarul, who has helmed multiple Petronas festive productions, the film takes viewers into the everyday warmth of a Malaysian classroom. It blends sincerity with subtle humour, illustrating how the five principles of the Rukun Negara, unity, loyalty, justice, and morality, remain central to Malaysia’s shared identity.

Meanwhile, FedEx Malaysia has released a heartwarming Merdeka Day video titled “Different strangers. One conversation. Endless Malaysian pride”, capturing the rich linguistic diversity that unites the nation. The seven-minute-long video opens with strangers meeting one another, speaking in each other’s mother tongues, and sharing candid conversations about their favourite things about Malaysia, from local foods to cherished cultural traditions

To celebrate Malaysia's National Day, Astro Malaysia has also teamed up with Naga DDB Tribal and Directors Think Tank to mark National and Malaysia Day with "Inilah KITA". The campaign is built around three short documentaries that uncover diverse tales from across the country. These stories are not about tolerance, but about the trust, friendships, and shared experiences that quietly shape the nation’s social fabric.

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