CelcomDigi celebrates diverse backgrounds with three Raya films

Malaysian telco CelcomDigi aims to celebrate the shared experiences of a multicultural Malaysia with not just one,  but three Raya campaign films this year. Done in collaboration with Naga DDB Tribal and M&C Saatchi, the series titled "Bukalah Hati" ("Open our hearts") explores the themes of sincerity, acceptance and openness and plays on the phrase "Buka Puasa" (break fast).

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The three films were done by three aspiring filmmakers from diverse backgrounds who were mentored by Nadiah Hamzah of Wayang Works fame and CelcomDigi’s One Team. Celcomdigi’s first film titled "Aidil dan Fitri" by actor Fabian Loo features a pair of mischievous twins who play video games instead of listening to their mother.

They even bribed their friends with cookies from their mother’s home-based business to do their chores and let them play video games, resulting in angry messages from her customers who were eagerly waiting for her cookies.

Towards the end of the film, Aidil and Fitri learn that true sincerity brings about greater appreciation of "Aidilfitri" as a day of victory and apologised to their mother. The film ends with the mother entering a game with the twins.

In the second film titled "Sabar, Cikgu" ("Patience teacher") by indie auteur Haran Kaveri, a primary school teacher decides to fast together with his class after seeing their sleepy faces and hearing their droning voices when they greet him. His only condition was that the students had to come to class in high spirits.

However, on teacher Saresh’s first day of fasting, he struggled to get up for his sahoor (predawn Ramadan meal) and could barely keep his focus from the cold bottle of water one of his students had on the table.

As he embarked on this journey in solidarity with his Muslim students, they sent him encouraging text messages throughout the day such as telling him he has two minutes left to break his fast and that he did a great job fasting.

“Our greatest strength as Malaysians is the fact that we’re a rich multicultural society,” said Alvin Teoh, chief creative officer of the One Team. “When we open our hearts to truly understand each other and embrace our differences - that’s when we truly shine as a nation,” he added.

The final film, ‘Pulangkan kasih’ ('To return the love') by lecturer Bebbra Mailin, is based on her personal experience as a Kadazan-Dusun Muslim convert. It revolves around Nina who years for her father’s acceptance upon returning to Sabah for Raya.

During the first few days of her visit, tensions were high between Nina and her father as they did not speak to each other at all despite her accidentally bumping into his hand when she wanted to eat a date.

The tensions then dissipate as she finds out her father had been looking forward to welcoming her by reading up on Ramadan traditions and recipes when her son accidentally mistook her father’s tablet as his own.

“With many Raya films treading familiar themes, it was refreshing to work with storytellers from outside of the typical Raya worldview,” said Sharin Shahimi, creative director of One Team.

“And the result is authentic stories deeply rooted in values that naturally weave in the brand as the unifying platform that brings people together,” Shahimi added.

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