MR D.I.Y. finds meaning in the messages we overlook this Deepavali

MR D.I.Y. is turning the humble “good morning” message into a reminder to stay connected this Deepavali, with a festive film exploring the meaning that can sit behind seemingly mundane forwarded greetings.

Titled "Two blue ticks", the webfilm centres on Kavya, a young woman who has little patience for the daily messages sent by her grandmother, affectionately known as Paati. While Kavya sees the messages as repetitive forwarded images, Paati views each greeting as a small way of letting someone know they are remembered and cared for.

Set against the family's preparations for Deepavali, the film takes a turn when an unexpected incident involving Paati's close friend, Devi, leads Kavya to reconsider the significance of the messages.

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Through the story, MR D.I.Y. looks at the generational differences in how people communicate digitally, while encouraging audiences to recognise the care that can sit behind everyday exchanges and take the time to respond.

The campaign also taps into a behaviour familiar to many families, where greetings, images and well wishes are regularly shared through messaging platforms as a way of maintaining connections.

"Two blue ticks" is available across MR D.I.Y. Malaysia's Facebook, Instagram, TikTok and YouTube channels. According to the brand, the film garnered more than one million views across its social media channels within 24 hours of its release.

The festive campaign is accompanied by MR D.I.Y.'s wider Deepavali push, which includes decorations, gift boxes, jewellery and other festive essentials across its more than 1,500 stores in Malaysia and online channels.

Speaking about the campaign, Alex Goh, senior vice president of marketing at MR D.I.Y. Group (M), said Deepavali is an opportunity to appreciate the small gestures that keep people connected beyond the festive period.

“Deepavali brings families and loved ones together. It is also an opportunity to appreciate the small, everyday gestures that keep us connected throughout the year. A daily greeting may seem ordinary, but it can be someone’s way of saying, ‘I’m thinking of you. Are you well?’ Through 'Two blue ticks', we hope to encourage Malaysians to recognise that care and respond to it,” said Goh.

“Technology makes it easier than ever to stay in touch, but meaningful connection still needs our time and attention. Sometimes, a simple reply is all it takes to make someone feel loved and remembered, to make them feel valued,” he added.

The theme of connection has also surfaced in other Deepavali campaigns this festive season. Last month, CelcomDigi released "Inaikkum alaippu" ("The call that connects"), a short film highlighting how everyday family moments and staying connected can be more meaningful than picture-perfect celebrations. The film follows a family repeatedly attempting to capture the perfect Deepavali portrait, only for unexpected moments to derail their efforts.

As the family struggles to get everyone in the frame at the same time, they eventually turn to a video call to capture a "group photo". The moment shifts the focus from creating the perfect celebration to appreciating the laughter and togetherness around it, while highlighting how connectivity can help loved ones share festive moments even when they cannot be physically together.

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