Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
Digi's animated Deepavali film spotlights inspiring story of MY para-archer

Digi's animated Deepavali film spotlights inspiring story of MY para-archer

share on

Digi is encouraging Malaysians to rise above the adversities brought about by the pandemic with its latest animated Deepavali video "Villalan" (Archer), inspired by the true story of paralympic Suresh Selvathamby.

The video shows how Selvathamby's fighting spirit pushed him to persevere through the hardship and challenges that he has faced from a young age to make Malaysia shine on the international stage. Thirteen years ago, Selvathamby lost his leg in a road accident but eventually overcame challenges to clinch the gold medal in the 2019 World Archery Para Championships in Netherlands.

The video was done in collaboration with Naga DDB Tribal and Directors' Think Tank. According to Digi, his story is proof that no matter who you are and what challenge you are facing, individuals can find the courage within to rise and inspire those around them.

Digi's CMO Praveen Rajan said it hopes that the inspiring real-life people stories of unsung heroes will continue to bring the much-needed positivity to consumers.

"Through this video we want to remind everyone that we can all be heroes in our own way and that it is in the darkest times that our true strength is defined," he added. Rajan was promoted from CDO to CMO in September this year, replacing Loh Keh Jiat who left to join Maxis.

Naga DDB Tribal’s creative director, Ellison Fernandez, said animation was chosen because it was down to the evergreen appeal of a classic Malaysian “cerita dongeng” for the new-age audience. "A storybook comes to life with a positive message for society. And, it really was the collaboration between so many great partners that gave this piece its magic," Fernandez said.

Meanwhile, Rajay Singh of Director’s Think Tank added that from the get-go it was a nice script, and he knew it was something that could be heart-warming and inspire people.

Even with a short turn-around time of 20 days, we felt that it was important to tell an epic visual and wondrous story. As with any production, our attention to detail meant there were some roadblocks along the way. But the team pulled off achieving a touching surprise for the audience, while keeping it grounded as a personal true story," he added.

Alongside this video, Digi is also encouraging Malaysians to nominate the unsung heroes in their life to have their stories featured on Malaysian Tamil-language radio station Raaga. This is part of its annual Unsung Heroes or “Saathanai Hero-kkal” campaign. Some of the unsung heroes it featured on the campaign previously include Sri Krishnan who distributes food packets to the homeless and less fortunate in Klang Valley, as well as Thatchanamurthy who set up a company to employ persons with disabilities.

Enjoyed what you have read? Follow us on Instagram for the latest updates in Southeast Asia's marketing and advertising space!

Related articles:
Digi CDO Praveen Rajan takes on CMO role as Loh Keh Jiat steps down
Digi's CDO Praveen Rajan: 'Automation is the next thing every first-jobber should learn'
Tech in check: Digi's chief digital officer Praveen Rajan
Former Digi CMO Loh Keh Jiat heads to Maxis

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window