Singtel has launched a short film for the Chinese New Year festive season, titled “From Ma, With Love”. Conceptualised and produced in collaboration with Akanga Film Asia, the film aims to express the importance of family during the festive season.
The film follows three Singaporean undergrads, who were absconding Chinese New Year celebrations in Singapore. The spot opens as the three flatmates are back in Melbourne using university as a pretext to avoid the celebrations. As all three express their disdain for the festive traditions, while unpacking their suitcases, one of the flatmates finds several tubs of Chinese New Year goodies.
Packed along this was a letter from her mother that another flatmate picks up and reads aloud. As an affectionate letter from mother to daughter is heard as a voiceover, the film unfolds evoking memories of past Chinese New Years but also a universal sense of family that speak to all three flatmates. Feeling remorseful, all three flatmates instinctively reach for their phones to call home.
The film will air on Singtel TV and various social media channels from 4 January to 19 February. Watch the film here:
“Sometimes we get too caught up in the preparations for Chinese New Year that we miss the forest for the trees. Beneath all the festive ritual and fuss, the new year is ultimately about family, shared histories and new beginnings. As the most important holiday in the Chinese calendar, this is also a time of renewal and reflection and we hope this film will touch your heart and make you smile,” Lian Pek, Singtel’s vice president of group strategic communications and brand said.