MyTOWN creates 'Namma Aalu' music video to celebrate Deepavali

MyTOWN has released its Deepavali campaign, titled Namma Aalu. Being a community-centric shopping centre, MyTOWN sees the music piece as a communication tool that brings Malaysians together through the shared joy of Deepavali, as the country embraces the new normal. Featuring singers Roshan Jamrock, Yunohoo and Arvinder Raina, the music video was also created to support fashion tenants. 

According to MyTOWN, the creative concept for the video came from wanting to celebrate the culture behind the festivities. For this campaign, MyTOWN wanted to do more than just feature usual festive scenes such as the lighting of the lamps or putting a "kolam" together. "The Indian community is a community that is not communicated to very often," said Your Maker's co-founder, Lee Tak Shune to A+M.

Thus, MyTOWN made it a point to instill a huge amount of cultural pride in its campaign, to remind non-celebrants of the richness of Indian culture. In fact, some elements such as having Arvinder Raina on the track were meant to be teaching points. 

Lee further explained that there is no less than 60% of Indian representation talent-wise and also on the production crew end, non-celebrants were added to the video to show how big Indian culture is in our lives. "We enjoy their food, the way they adorn themselves, the way they express themselves through dance, and many of us are passionate about those things," added Lee. He hopes that through this music piece, the appreciation from other races the company wanted to portray comes through. 

While this might not be MyTOWN's first rodeo in creating a track, the company said Namma Aalu was its first festive anthem. MyTOWN's last track was an ode to frontliners titled, "My Malaysia Boleh".

 "I think the biggest difference this piece sets out to make is by being possibly the first every Deepavali anthem that can be enjoyed outside of being a marketing piece," said Lee. MyTOWN is working towards having it played on the radio, and hopefully in popular hangout places as the country nears Deepavali. Eventually, MyTOWN aims to have this track be a hit in other countries that have an undeniable appreciation for Indian culture as well. The music video was directed by Jawagar and produced by Hadi Hamid and Kai Lau. 

Separately, MyTOWN tapped on Soundscape in 2017, a series of uniquely composed music that magnifies different segments of the shopping centre according to a different zone, as part of its latest shopper marketing tools. In a statement, MyTOWN shopping centre which emphasis on its signature "customer journey" mall concept, said it wants to provide shoppers an immersive shopping experience with a fresh auditory experience through Soundscape. 

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