Maxis adds an AI twist to its Deepavali festive packets

Maxis is teaming up with Malaysian design house Loka Made for the third time this year, bringing AI-personalised greetings to a collection of five Deepavali packets as the telco continues to build on its festive marketing efforts.

The latest collaboration follows the brands’ Chinese New Year and Hari Raya campaigns, which paired limited-edition festive packet designs by Loka Made with digital experiences powered by Maxis AI.

For Deepavali, the experience invites users to upload a photo through the Maxis App to generate a personalised festive greeting, adding a digital layer to the traditional exchange of festive packets.

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In a behind-the-scenes video shared by Maxis, a designer named Even said the concept drew inspiration from everyday traditions that make Deepavali special, including decorating homes with flower garlands, preparing festive treats, creating kolam patterns and lighting oil lamps.

“Every packet captures a different Deepavali moment,” she said. “When all five are placed together, they reveal one complete festive story.”

The collection therefore extends beyond individual packet designs, with the five pieces coming together to depict a broader narrative around the festival.

A+M has reached out to Maxis for more information. 

For Chinese New Year earlier this year, Maxis partnered Loka Made on a limited-edition ang pao collection featuring illustrated characters, alongside an AI-powered greeting tool that allowed users to upload photos and create personalised messages.

The collaboration continued for Hari Raya, with sustainable sampul raya packets and an AI experience that generated 3D greetings and classic pantun ('poetry') through the Maxis app or website. The Raya campaign also extended the experience through GIF stickers. 

Last year, Maxis took a different approach to its Deepavali campaign, releasing a short film featuring Dr. Madhu, a medical professional known as the “Teddy bear doctor”, who provided free medical check-ups and treatment to the homeless and children in orphanages.

Created in partnership with The Rakyat Post, the film formed part of Maxis’ “Tomorrow begins today” platform, which highlights real people and their stories, focusing on how human connections can inspire positive change.

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