Heritage keepers get the spotlight in CelcomDigi's CNY film

As brands roll out festive tearjerkers this Lunar New Year, CelcomDigi is turning the spotlight away from reunion dinners and prosperity tropes, and instead focusing on the hands that quietly shape the celebration.

Titled “Behind the 新”, the telco’s Chinese New Year film pays tribute to the unsung artisans and craftsmen whose dedication keeps cultural traditions alive. Although the title is loosely translated to "behind the new year", it also phonetically sounds like "behind the scene". From an incense maker and lion head artisan to a kuih kapit maker and calligraphy couplets writer, the film captures the painstaking work behind the sights, sounds and flavours that define the festive season.

Rather than centring on a single family narrative, the film weaves together the stories of these heritage keepers, highlighting the devotion and perseverance that underpin each tradition. In doing so, the brand draws a parallel between their behind the scenes labour and its own role in keeping Malaysians connected every day.

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The campaign continues CelcomDigi’s efforts to honour the individuals who safeguard Malaysia’s shared cultural identity. According to Chan May Ling, head of brand and marketing services at CelcomDigi, every celebration is built on the love, sacrifice and craftsmanship of those who came before us. By spotlighting these quiet heroes, the brand aims to remind Malaysians that meaningful connections extend far beyond the digital sphere.

She added that just as artisans work tirelessly in the background to preserve traditions, CelcomDigi supports more than 20 million Malaysians behind the scenes with what it describes as the widest, fastest and secure network. The film therefore serves as both a tribute to heritage and a reflection of the brand’s ambition to build connections that uplift communities and honour cultural roots.

Beyond the main film, CelcomDigi is also championing the next generation through an initiative titled “Designed by tomorrow’s creators”. As part of its festive efforts, the programme invited budding Malaysian artists to reimagine ang pow packet designs.

Four selected designs were brought to life, each offering a contemporary take on Chinese New Year traditions through vibrant illustrations and personal storytelling. The initiative not only celebrates youthful creativity, but also underscores the idea that cultural heritage continues to evolve through fresh perspectives.

In tandem with the storytelling push, CelcomDigi has rolled out a slate of festive promotions. These include a one month free trial of StreamMORE Prime Video, WebSHIELD at RM1 per month, free 5G phones on Pakej MegaJimat, and device upgrades such as the iPhone Air or iPhone 16 from RM54 per month via its Easy360 installment plan.

Other brands in Malaysia have also taken the opportunity to shine a light on heritage this Chinese New Year. AmBank Group celebrated CNY with a heartwarming brand film titled “Hundred Families Quilt”, drawing inspiration from the traditional Chinese practice of 'bai jia bei' (百家被), a quilt stitched together from fabric pieces contributed by many families.

The film tells the story of a group of children who come together to help an elderly lion dance costume maker, reimagining his worn lion head using fabrics gathered from neighbours and families in the community. Each piece of cloth carries a story of its own, transforming the lion into a patchwork symbol of protection, care, and continuity.

Meanwhile, Marrybrown's brand film, titled “纸为你”, which translates to “Crafted for love”, turns to the delicate art of Chinese paper cutting to tell a story about family, legacy and love

The title itself carries a poetic double meaning. Literally, it references paper cutting, a traditional Chinese craft closely associated with blessings and good fortune during the festive season. At the same time, it plays on the phrase “only for you”, reflecting the emotional heart of the story.

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