This Deepavali, gov.sg wants to bring family screen time to a halt

gov.sg has teamed up with integrated marketing agency DSTNCT on a Deepavali film that uses family chaos and comedy to encourage Singaporeans to put down their screens and be more present with loved ones.

Titled “Family assemble!”, the Tamil-language film follows Parameshwari Paatti, who grows tired of her family members being glued to their screens every Deepavali. Threatening to spend the festival on holiday with her friends instead, she prompts her family to reluctantly agree to spend time together without their devices.

The decision quickly descends into a week of mishaps, from tangled fairy lights and unsuccessful shopping trips to a disastrous attempt at making murukku. Throughout the chaos, Paatti quietly films the family's activities. On Deepavali eve, she reveals the footage, showing her family that the moments they dismissed as messy and frustrating were the ones most worth cherishing.

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Directed by S.S. Vikneshwaran, founder of Cosmic Ultima Pictures, the film draws on the conventions of heist films and superhero team-ups before delivering a message about the importance of being present with family during the festive season.

The cast is led by veteran actress Jamuna Rani, alongside Indra Chandran, Bala Adhithya and Vignesh Wadarajan. Comedy actress Koh Chieng Mun, known for playing Dolly Tan in Singapore sitcom Under One Roof, also makes a cameo appearance. The film is presented in Tamil with English subtitles.

“‘Family assemble!’ is a timely reminder that being together is not always the same as being present. Through warmth and humour, the film celebrates the traditions that connect generations and the importance of making time for the people who matter most,” said Aaron Lye, director of the campaigns and production department at the Ministry of Digital Development and Information (MDDI).

Chloe Lim, business director and partner at DSTNCT, said the campaign was intended to capture the humorous and chaotic moments of preparing for Deepavali, while reflecting the family experiences audiences may recognise in their own lives.

“To us, national storytelling means bringing people closer through stories grounded in the distinct lives and traditions of our communities,” she added.

“Family assemble!” will premiere on gov.sg channels and across broadcast and digital platforms from 26 October 2026.

Against the backdrop of an increasingly digitally connected world, gov.sg has used its 2026 festive films to encourage Singaporeans to put down their phones and be present with loved ones. Its Chinese New Year film, “Burst of luck”, released in February, follows a family reunion dinner that descends into chaos when family members focus more on their devices than one another. This was followed by Kisah musim raya ('A Raya tale) in March, which tells the story of a young girl whose fixation on her smartphone causes her to miss out on meaningful moments with her family during Hari Raya celebrations.

The films form part of a shared series exploring family connections and festive traditions across Singapore’s multicultural calendar. The latest Deepavali film, “Family assemble!”, continues this theme, using the chaos of festive preparations to remind audiences that being together is not necessarily the same as being present.

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