Deepavali 2022 roundup: Brands shed new light on the festive season

Deepavali celebrates the victory of light over darkness as well as the triumph of good over evil. Brands have always attempted to project positivity and unity during festive seasons and it is no different for this year's Deepavali. Sunway Malls, for example, decided to celebrate the joy of Deepavali by partnering with former deputy minister of women, family, and community development, Hannah Yeoh, to cover the electricity bill of 20 families under the #SegambutCares programme for its Light of Happiness Initiative.

The 20 underprivileged families from the Long Indian Houses in Taman Tun Dr Ismail will be covered and paid for over the Deepavali period. Shoppers can also be part of this initiative by donating via Sunway Pay on Sunway's Pals for Life app or by approaching the mall's concierge personnel for further details. According to Sunway, the initiative fulfils one of its commitments to Sustainable Development Goals to reduce inequalities within and among countries.

At the same time, Sunway Putra Mall's Deepavali decoration showcases a Light Tree built from recycled materials such as cardboard and plastic bottles. Meanwhile, Hong Leong Bank also put a twist to the Kolam, getting users to record 10 seconds of sounds to generate sound waves that will create a unique Kolam ready for users to share as Deepavali greetings.

Aside from CSR initiatives and unique activations, brands have also released festive ads in celebration of Deepavali. Here is a roundup based on the ads that A+M has either received from brands or seen online.

Taylor's University 

Taylor’s University's Deepavali ad titled "Purpose" sheds a different light on the common narrative of education. It discusses the goals of education as the calling to not just think of education as a means to make a living, but also a purpose to create a difference in the community.

The film follows the story of Rama, a mid-30s lawyer representing a developer in a case against homeowners in a squatter settlement. The story begins with the announcement of the developer's win against homeowners by the court. Rama's boss said he will eventually be made partner if he keeps up the good work. 

Ben Foo, Taylor’s Education Group CMO, explained that the film also aims to highlight the role of education institutions in the 21st-century setting – which not only require colleges and universities to develop the intellectual and analytical capabilities of students, but also produce competent, empathetic, and benevolent individuals that can positively contribute to the socioeconomic development of society.

Maxis 

In its Deepavali spot "Light Up Possibilities Together", Maxis wants to spreads the light of sharing dreams and creating possibilities with one another. It explained that one person's dream is another person's reality. But when dreams are shared, possibilities are abound and shine bright. Hence, it wants to spread the light this Deepavali to give local businesses a platform to brighten their celebration and make their dreams come true.

Shopee Malaysia 

Why stress out over snacks and celebrations when you have the Shopee Box? The eCommerce platform believes that even though traditions will be forever, there are also new ways for consumers to embrace, including getting house decorations and food ingredients online. Here's how you can have a Deepava-LIT celebration with Shopee.

RHB Banking Group 

RHB Banking Group's Deepavali campaign features the true story of P. Raveendran, a Seremban-based taxi driver who was inspired by Bollywood superstar Rajinikanth’s film "Baasha" to become a real Malaysian hero by providing free rides to pregnant ladies and mothers with babies. 

Raveendran’s selfless act started in 2019 and carried on even during the pandemic, despite him barely making ends meet himself. His charitable spirit never faltered and, until this day, he still refuses to accept payment from those passengers. 

Meanwhile, Abdul Sani Abdul Murad, the group CMO of RHB Bank said that oftentimes, it is these simplest of acts that inspire a wave of positivity and from that, real sustainable progress. "We hope that our telling of Raveendran’s story will lift hearts and put a smile on everyone’s faces this Deepavali,” Sani added.

Mah Sing Group 

How many of us know what exactly Deepavali is about? Mah Sing Group shows consumers what Deepavali is all about in its two-minute "Love & Light" ad, which highlights the importance of the holiday and the underlying reasons for its celebration. The scene starts with Santosh, who's a Deepavali enthusiast and showcases the holiday's victory of light over darkness and goodness over evil.

Air Selangor TV 

Air Selangor TV's "Raju to the Rescue" ad highlights Raju's initiative to help his mother in preparing for this year's Deepavali. The young boy, who is engrossed in watching movies, is forced to clean up and decorate the house for Deepavali. Like many children, he whines but eventually decided to step up and be a hero of the house. Citing a catchphrase from his favourite movie "My way is my own way", Raju spring cleans the house and ensures everything is in order just in time for guests to arrive.

Standard Chartered Bank Malaysia

To emphasise the importance of bonds, Standard Chartered Bank's holiday ad focuses on the meaning of unification and celebrating the holiday with our loved ones.  It starts with Sathish's excitement for the celebration before he accidentally messes up his family's kolam decoration. In a panic, he attempts to fix it without his parents' acknowledgement. Interestingly, this incident allows Sathish to learn about the importance of unity in the midst of imperfection.

Puteri Malaysia

Something new is happening at Mogan’s house this Deepavali and he makes sure to include his mother's Deepavali chicken in the family meal. However, to perfect it, Mogan calls his mother for the "secret" recipe, which involves Puteri sauces. Upon seeing his dedication to this year's holiday celebrations, Mogan's wife is surprised.

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Related articles:
RHB Bank tells Deepavali story of Seremban hero with a charitable spirit
Hong Leong Bank puts audio twist to Deepavali with digital Kolam
Taylor's University sheds new light on meaning of education in Deepavali spot
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