Singtel celebrates fatherhood of all forms in heartwarming new film

This Father's Day, Singtel has released a short film titled "First Father's Day" which celebrates loving father figures, whether by blood or by bond. 

The film starts with a young woman named Vanessa introducing viewers to an influencer known as Uncle Raju.  While Vanessa narrates the film, Uncle Raju is seen carrying items in and out of Vanessa and her mother Bee's house, fixing the lightbulb and telling jokes. 

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In the next scene, Uncle Raju asks Bee if Vanessa would like the bracelet he's purchased for her. Vanessa is later seen asking Bee when she is coming back and if Uncle Raju will be with her.

When Bee and Uncle Raju return, a Father's Day dinner awaits them. Bee goes on to tell Uncle Raju that Vanessa doesn't cook for anyone except family. Uncle Raju takes a seat at the dinner table and notices that Vanessa is wearing the bracelet he's bought her. 

Uncle Raju thanks Vanessa and whips out his phone to do a livestream with his followers. He tells them that it's his first Father's Day. The film ends with a text that reads, "Hello Dad's Day, Hello possibilities."

“'First Father’s Day' is part of our larger 'Hello Possibilities' brand campaign aimed at helping consumers and businesses thrive in a digital age – a key element of which is ensuring people stay connected – be it among friends or family as well as within the community. This is in line with Singtel’s purpose to empower every Generation," said Singtel in a statement when MARKETING-INTERACTIVE reached out. 

Other earlier films from this campaign include 'Hello Possibilities', 'Hello Raya', 'Hello Mom' and 'AI Do' that all reflect Singtel’s role as partner in progress, supporting its customers’ achievements and key moments of pride across generations and cultures, familial and neighbourly relationships, it said. 

"Our latest film, ‘First Father’s Day’, celebrates family bonds that transcend biological ties, shining a light on fatherly figures who play a vital role in nurturing and enriching families," it added in a statement. 

"First Father’s Day" is available exclusively on Singtel's social media channels. In addition, more related content will be rolled out on the telco's Instagram channel over the weekend. The campaign was done with Publicis Chemistry and The P Film. 

If Uncle Raju seems familiar to you, it's because the character appeared in another Singtel campaign film titled "AI Do". In "AI Do", Uncle Raju appears as an influencer who livestreams himself visiting a shop where characters Irene and Hee Joo are seen selling a fusion kueh. 

"AI Do" follows Korean Hee Joo and Singaporean Aidan who are planning to get married. Leading up to their wedding, their families tackle a long task list as well as language and cultural differences. Irene then attempts to win over her new daughter-in-law by creating a special fusion dessert. 

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