Singtel celebrates the kampong spirit in Hari Raya short film

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Telco company Singtel has released a heartwarming short film in celebration of Hari Raya aimed at celebrating familial and neighborly bonds.

The concept for the film was based on the idea of the kampong spirit and Singaporeans’ love of food.

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Named “Hello Raya”, the short film features an elderly Malay woman, Noraini, whipping up a storm in her kitchen for Hari Raya. She prepares a variety of mouthwatering traditional Malay dishes, including sayur lodeh, rendang, mee goreng, ketupat and kuih for the special day.

In the midst of her preparations, she hears thumping sounds coming from the home of her Chinese neighbour, Mei Lian. She decides to investigate, and Mei Lian shares that she’s been preparing sambal in a stone mortar and pestle, which caused the sounds, and that she planned to bring it to Noraini’s house party.

Touched, the two women share a moment of camaraderie over the food and the upcoming party.

"Food opens our senses. Sharing opens our hearts," reads a message on the screen.

The short film comes shortly after Singtel picked OMD as its media agency. OMD Singapore is the incumbent media agency of record and this marks the agency's second term with Singtel. The telco has been working with OMD as its media agency since 2018.

OMD will now undertake media work duties for Singtel, which includes both the offline and digital remits, confirmed Singtel in a statement to MARKETING-INTERACTIVE last month.

Independent marketing management consultancy R3 was engaged to manage the review process which was called in September 2023. A spokesperson from Singtel confirmed that participating agencies were evaluated on their ability to support Singtel with delivering strategic media capabilities, omnichannel media buying and planning. This included a review of agency credentials, past work and track record, commercial rates and a strategic brief presented in the final presentations.

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