What is ad spend looking like this Deepavali in Malaysia?

The festive seasons are a lucrative time for brands. In a cultural melting pot such as Malaysia especially, brands are known for releasing a myriad of campaigns and advertisements for celebrations such as Chinese New Year and Hari Raya amongst many others. 

With Deepavali around the corner, Malaysian brands are gearing up to unveil Deepavali films.

Most recently, CelcomDigi explored intergenerational bonds in its heartwarming Deepavali film while MR D.I.Y's film, starring a man and his grandmother, brought viewers to tears. Taylor's University, on the other hand, utilised a blend of powerful visual narrative with an original Tamil song, delivering a message that resonates deeply with today’s audience.

With Deepavali coming up this week, A+M spoke to brand leaders and marketers to find out what the trends are this Deepavali and whether or not ad spend is being put in this festival of lights. 

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Chan May Ling, head of brand and marketing services, CelcomDigi Berhad

In your opinion, are brands increasing/putting in advertising budgets for Deepavali this year?

Brands are definitely embracing Malaysia's melting pot society. Regardless of ethnicity many brands are in search of unique and meaningful insights that makes us truly Malaysian to connect with consumers.

For CelcomDigi, festive advertising spending is not typically segregated by ethnicity. Instead, it is driven by the investments needed to unravel and share real stories with Malaysians. The brand goes great lengths to uncover and share lesser-known insights, aiming to inspire more Malaysians.

At CelcomDigi, we embrace and celebrate diversity. Every festival is significant to us as they reflect the rich diversity of our customers. We also recognise that there are many untold stories that lie within the fabric of our society waiting to be revealed.

Our brand is on a continuous journey to discover the many wonderful and inspiring narratives that emerge from Malaysia’s vibrant cultural tapestry, from the major celebrations to the unique traditions of East Malaysia communities.

We are always seeking new stories of people and culture to share with other Malaysians and there’s no better time to do so than during festive seasons where most of these stories have emotional significance and resonate deeply to each of us.

How can brands best capitalise on the celebration this year? What trends are you seeing?

CelcomDigi is on a journey to recognise our 'Generasi 5G', the next generation of Malaysians empowered by 5G to transform and innovate the way they live, work and play, on how they will share the future.

In a world of constant change, where young minds continuously evolve with new ideas, our brand aims to serve as a reminder that while we adapt to remain relevant, we must never lose sight of the culture and beliefs that define us as Malaysians. These traditions are the foundation of who we are and should never be forgotten.

Douglas Tan, director, Ironwoods Agencies

In your opinion, are brands increasing/putting in advertising budgets for Deepavali this year?

It's hard to observe any notable differences compared to other years in recent memory but it is worth noting that Deepavali definitely continues to be an important celebration for establishments connected with a nationwide audience, especially on a brand level.

How can brands best capitalise on the celebration this year? What trends are you seeing?

The most obvious trend for the year would be the fact that Deepavali and Halloween are falling on the same day.

On the surface, it definitely has the makings of a perfect opportunity for unique LTO's for F&B brands for example. It also carries the right kind of thematic ingredients for vibrant retail/e-commerce/sales campaigns.

But it is important for brands to explore their Deepavali-Halloween crossovers respectfully, as the former is very much a sacred day of observation to Malaysians.

Suzen Chai, general manager, LOKi 

In your opinion, are brands increasing/putting in advertising budgets for Deepavali this year?

I believe that it depends on the category that the brand is operating in that will dictate their marketing efforts towards Deepavali. With the likes of more culinary/cooking brands, there is an opportunity to grow relevance through recipes as cooking plays an essential role but from most others, I believe that advertising spend will be allocated to other festivities.

To be honest, brands have to take into consideration the return on spend and if Deepavali has the potential to drive acceptable returns in terms of brand and sales metrics.

I believe that Deepavali isn't going to get the attention from most advertisers despite the huge opportunity offered by the celebration as these marketers need to engage with larger populations. This is seen most by international brands compared with local and culturally relevant brands who have a strong hold on the celebration due to consistent presence within the community as well as consistent investment in Deepavali.

How can brands best capitalise on the celebration this year? What trends are you seeing? 

Although utilising social content is a cost effective and targeted approach to engage during Deepavali, creating an on-ground experience at specific locations would be an effective use of marketing spend that cuts through to different segments and cultures. Malls seem to be the most consistent with their colourful kolams that resonate with crowds across cultures, but other categories seem to be taking a back seat towards Deepavali.

Ben Foo, group chief marketing officer, Taylor’s University

Is Deepavali important for advertisers this year? Is it on their radar as compared to other celebrations?

Brands are increasingly recognising the powerful role festive videos play in conveying brand messages and values, fostering deeper connections that extend beyond simply promoting products or services. The different festive seasons offer valuable opportunities for marketers to stand out, allowing brands to maintain a consistent presence while adapting their messaging to resonate more effectively with audiences

Brands should prioritise authentic, culturally resonant content that goes beyond traditional messaging. There is a clear shift towards storytelling that reflects the diverse experiences within communities.

Our Deepavali films - "Curious Kumar", "The Thief", "Not for Rent", and "Spark in the Dark" - addresses real-world issues and highlighting their impact. This approach is designed to promote understanding and inspire positive change in society. By involving diverse voices from the start of the creative process, campaigns can achieve a sense of authenticity and relatability.

Abdul Sani Abdul Murad, group chief marketing officer, RHB Bank

Is Deepavali important for advertisers this year? Is it on their radar as compared to other celebrations?

Deepavali is definitely a major event for advertisers this year and continues to be a vital celebration in Malaysia. It’s not just because of its cultural significance, but because it speaks to a large and engaged segment of the population. While Chinese New Year and Hari Raya may command broader attention, Deepavali is gaining momentum, particularly as brands recognise the importance of connecting with all communities, not just one or two. In a country as diverse as Malaysia, being selective in your festive campaigns is like showing up to a potluck and only bringing one dish - it just doesn’t fly.

What makes Malaysia special is how we embrace every opportunity to bond, cheer, and celebrate - Deepavali is no exception. Malaysians make the most of it, and brands would be remiss not to do the same. For marketers, it’s no longer about focusing solely on Chinese New Year or Hari Raya; staying relevant means being part of every key celebration.

Deepavali is firmly on the advertising calendar because, let’s face it, it would be a little awkward for a brand to go radio silent during such a major occasion. People aren’t going to stop spending during Deepavali - if anything, they spend more - so a brand’s absence could leave them looking out of touch.

And don’t forget the timing - Deepavali falls in the final quarter of the year, making it a prime opportunity for brands to make a last big push to hit their year-end sales targets. It’s like the festive grand finale before everyone’s holiday hangover kicks in, so brands need to leverage it to the fullest.

In short, whether you’re selling sarees, smartphones, or sambal, if you’re not capitalising on Deepavali, you’re missing out on one of the best moments to connect with your audience and drive your business forward.

That said, we've seen a more conservative approach to advertising expenditure this year, and Deepavali is no exception. That being said, the significance of the festival, especially in Malaysia, remains strong. It’s clear there’s a growing recognition of the purchasing power during this period, but brands are getting a bit more creative with how they allocate their budgets. Instead of simply increasing investment, they’re focusing on cost-effective ways to engage customers because let’s be honest, it’s not about investing more; it’s about investing smart.

What’s interesting is that brands are now investing in more tailored and inclusive messaging, reflecting the beautiful diversity of Malaysia’s cultural landscape. They’re not just throwing out generic ads - they’re crafting campaigns that speak directly to different communities, which really helps them tap into that festive feel-good factor. And we all know that when people feel good, they spend more. It’s a smart move to capitalise on those positive vibes to drive brand resonance and, ultimately, sales.

Although Deepavali primarily caters to the Indian community, it’s celebrated by all Malaysians. We’ve got public holidays for it, and it’s a time when people gather, enjoy, and naturally shop. Brands want to make sure they’re in the customer’s consideration set, no matter what community they belong to, because everyone’s out there spending. The opportunity is too big to ignore.

So, while brands may not be increasing their ad budgets by leaps and bounds, they’re certainly seizing the opportunity to engage with customers more efficiently. It’s all about being visible, relevant, and top-of-mind when those festive shopping sprees hit full swing.

How can brands best capitalise on the celebration this year? What trends are you seeing?

To best capitalise on Deepavali this year, brands need to go beyond just festive lights and promotions - they must tap into the heart of what the celebration truly means to people. While leveraging the festivity, it’s crucial that brands don’t come off as tone-deaf to the challenges many face today. The ones that stand out are those that weave local insights and cultural nuances into their campaigns, offering promotions that feel authentic rather than opportunistic. After all, nothing says “missed opportunity” like a campaign that doesn’t resonate with the pulse of the community.

Brands can make the most of Deepavali by focusing on authenticity, inclusivity, and digital engagement. This isn’t just about sprinkling a few oil lamps in your ads; it’s about telling your brand story with a universal cultural value that resonates strongly during Deepavali. Themes such as family, unity, and renewal are timeless, and they connect with audiences on an emotional level - whether you’re selling snacks, sneakers, or savings accounts.

In today’s digital age, brands have a smorgasbord of options when it comes to delivering their message. One trend we’re seeing is the use of short-form video content to cater to younger audiences with shorter attention spans. Platforms such as YouTube Shorts, TikTok and Instagram Reels are perfect for quick, engaging storytelling that sparks curiosity and prompts further interaction. Think of it as the digital equivalent of lighting the first sparkler during Deepavali - get people’s attention and they’ll stick around for the show.

Personalisation is another major trend. Data-driven campaigns allow brands to offer customised experiences, which are key as consumers shift more toward online shopping. Ecommerce platforms are playing a bigger role during this festive season, and brands that leverage these platforms with personalised offers and deals are seeing greater returns.

Ultimately, it’s about striking the right balance between tradition and innovation. You need to honour the roots of Deepavali while also bringing in fresh, creative ideas that connect with today’s digital-savvy audience. If you can blend cultural relevance with modern marketing techniques, your brand will not only capitalise on the festive season but also build lasting connections with consumers that go well beyond the festival itself.  

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