CelcomDigi innovates family legacies in touching CNY film

CelcomDigi is encouraging Malaysians to honour family traditions in new and innovative ways in its latest Chinese New Year (CNY) campaign. The campaign film titled Threads of Legacy, takes views into the lives of a family deeply connected to the creation of a cultural pride symbol, the cheongsam.

The film features a cheongsam business run by a grandmother, her two daughters and the youngest member, Blaze. With CNY around the corner, the two sisters plan to cancel the annual cheongsam show due to a lack of manpower and time. Blaze quickly turns to technology and surprises her mother, aunty and grandmother at the cheongsam show. 

Her presentation saw the young teenager standing in a plain white cheongsam on stage. The lights later dim, and designs were projected onto her body, bringing her family's designs to life in a creative and innovative way. 

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According to a statement seen by A+M, the film aims to celebrate how the internet can bridge generational gap and enable different generations to learn and be better together. "By blending heritage with innovations and the power of connectivity, CelcomDigi believes that traditions will live on as each new generation bridges cultural gaps, discovers forward-thinking ways to honour the essence of our heritage and makes it their own," said the statement.

"Just like the Year of the Snake, which symbolises wisdom, intuition, and transformation, we are inspired by the snake's graceful adaptability to embrace transformation as the key to driving success," it added.

In addition, CelcomDigi has engaged young Malaysian talents to invite them to share their interpretations of the festive season and translate them into red packet designs. Four beautiful designs which blended cultural heritage with contemporary elements were then selected as CelcomDigi's red pack designs for 2025.

For the Year of the Dragon last year, CelcomDigi release a film titled Rhythm of Destiny featuring a young dragon who loves to play the drums against his human family’s wishes. The film began with text that said, “it is a generational belief that every child is destined for great things, especially those born in the year of the dragon.”

These sentiments are felt by the protagonist Xiao Loong whose passion for making music is not taken seriously by his family who wishes he was better at studying. In fact, whenever he plays the drums, his parents would confiscate his drumsticks. After the dragon realises that he should embrace his passions, he starts experimenting with digital music production and performs at a Chinese New Year gathering. When Xiao Loong turns into a human, his parents cry tears of joy.

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