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Digi rekindles traditions in heartwarming Raya ad

Digi rekindles traditions in heartwarming Raya ad

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Digi Telecommunications aims to reconnect Malaysians with their loved ones and rekindle traditions during the festive season through its Hari Raya video. Titled "Alunan Hati", the video explores the real meaning of Silaturahim (family ties) through the story of a grandmother who reconnects with her son in an unexpected way. While her son initially rejects her request for the family to return earlier for the holidays, he soon has a change of heart. Bolstered by a festive, melodic track, the campaign aims to show how family tradition inspires heart-warming feelings and memories that can be shared with those around us.

Digi teamed with Naga DDB Tribal and Reserve Tank to create the campaign video, which now runs on YouTube and Facebook.

In the video, the narrative focuses on the busy lifestyle of one man as he chases his dreams, only to get caught in the rat race of life. It portrays how easy it is for one to take for granted the tradition that is ingrained within them as they go about their lives, and how important it is for people to return back to their roots, as shown by the determined mother who endeavours to keep the family tradition alive.

Digi’s CMO, Praveen Rajan said that the Raya season is a time where new memories with families can be made, especially after two years of not being able to celebrate the holiday in its usual cheer. This Raya, the telco hopes to inspire Malaysians to strengthen family ties by making time to connect with those that matter the most to them. A+M has reached out to Digi for additional information.

Ellison Fernandez, creative director at Naga DDB Tribal, adding onto the sentiment, said “We wanted to reflect on what the long-awaited opportunity to reconnect meant to everyone. A song from the heart lives in the head forever, so we shared nenek’s message for Malaysia in a melody produced by the team at Naga DDB Tribal and Reserve Tank. From song to film, there’s a little something of what matters to each person on the team, brought to life in this meaningful spot. Love will always lead us home." 

In conjunction with the Raya season, Digi also launched its 2-month Juara Internet Sinaranku campaign, which will span across the Ramadan month and the Hari Raya festivities. Digi told A+M that the campaign offers the brand's customers great savings and rebates across Digi’s product portfolios - prepaid, postpaid, fibre and smart devices. The brand hopes that through this campaign, that customers will be able to not only enhance their digital lifestyle, but help them stay connected to what matters most to them - as observed from Ramadan and the upcoming Hari Raya celebrations.

Throughout the Ramadan and Raya period, Digi will also be utilising its MyDigi app to offer customers various offers via brand partnerships, honing on some of its customers favourite brands through its MyDigi rewards system. Raya packets, titled edition "Corak Malaysia" will also be available for customers to redeem, which Digi will reward on a first-come first-serve basis through its eCommerce platform on Shopee Store (on Shopee Mall). 

Related articles:
Maxis grooves into Raya celebrations with story of musicians with disabilities
Digi edges out PETRONAS to be Malaysia's strongest brand

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