CelcomDigi’s 'Tuai tradisi' pays tribute to the artisans of harvest culture

As Pesta Kaamatan and Hari Gawai approach, CelcomDigi is shining a light on the “unseen makers” of East Malaysia, the artisans and cultural custodians whose craft continues to sustain the spirit and identity of the harvest celebrations.

Through its festive film "Tuai tradisi" (Harvest tradition), the telco pays tribute to these individuals whose stories and craftsmanship preserve the living heritage of Sabah and Sarawak, ensuring traditions are carried forward for generations to come.

Pesta Kaamatan and Hari Gawai are more than seasonal festivities. They are expressions of identity, resilience and community deeply rooted in the everyday lives of people in East Malaysia. Yet behind the celebrations lies a quieter truth, tradition does not endure by chance, but through individuals who actively practise, protect and pass down these cultural skills.

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The campaign’s two-minute film begins with familiar festive scenes for Kaamatan and Gawai, but with key elements, such as the sompoton (mouth organ), sigar (traditional headgear), terabai (traditional wooden shield) and marik empang (ornament of beads), noticeably missing from the celebrations. It then cuts to scenes of the artisans behind these cultural items, crafting and bringing them to life. The celebrations are then completed through the work of these makers.

“Tuai tradisi” spotlights these unsung custodians, from the soulful melodies of the sompoton to the intricate artistry of the sigar, the strength embodied in the terabai, and the cultural storytelling woven into marik empang. Each artefact is not simply created, but inherited, safeguarded and reinterpreted through years of dedication and mastery.

CelcomDigi’s head of brand and marketing services, Chan May Ling, said Kaamatan and Gawai remain powerful reflections of identity and heritage in Sabah and Sarawak.

“With 'Tuai tradisi', we honour the individuals whose dedication ensures these traditions continue to endure,” she said. “We believe celebrations go beyond moments. They are built on legacy, shaped by community, and sustained across generations. As a connectivity provider, we see our role as helping to keep these connections alive, bridging people not just to one another, but to the cultures, stories and traditions that define who we are.”

As Malaysians come together to mark the harvest season, "Tuai tradisi" offers a more reflective lens on the celebrations, not only as occasions of joy, but as living traditions that deserve appreciation, respect and continuity.

Beyond storytelling, CelcomDigi is also offering festive connectivity deals to help Malaysians stay connected with loved ones during the celebrations.

Prepaid and postpaid customers nationwide can enjoy exclusive passes throughout the festive period. For RM7, users can access a 2777GB 5G/4G Internet Pass valid for three days. Customers can also opt for a Video Pass with 700GB valid for five days, supporting high-speed streaming across platforms including YouTube, Netflix, Disney+, Prime Video, Viu, sooka and iQIYI.

Since last year, CelcomDigi had been turning the spotlight on Malaysia’s cultural artisans this festive season with the launch of its Raya short film, “Penyeri tradisi Raya" (The shining lights of Raya traditions), an apt follow-up to the telco giant's Chinese New Year campaign, “Behind the 新” which focused on the hands that quietly shape the celebration.

The brand's latest Raya film takes audiences behind the curtain to highlight the individuals whose crafts shape the sights, sounds and flavours of Hari Raya celebrations across the country. From the intricate weaving of songket (woven fabric) and the careful crafting of songkok (brimless hat) to the warm glow of pelita (oil lamp) and the fragrant aroma of lemang (bamboo rice), the film pays tribute to the makers who keep these traditions alive.

For the Harvest Festival this year, Carlsberg Malaysia is also shining a light on East Malaysian voices. Rather than opening with a familiar festive montage, Carlsberg’s latest Gawai and Kaamatan campaign begins with something more reflective: three films that ask audiences to listen, feel and recognise East Malaysia through its own voices.

Built as an extension of last year’s “Rhythm of Harvest” music video, the new trilogy, “This is who we are”, “The sounds of our land”, and “The dances of our land”, moves the narrative away from traditional festive symbolism and towards lived identity, cultural expression and contemporary storytelling.

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