CelcomDigi celebrates Kaamatan and Gawai heritage through film highlighting traditional craftspeople

Malaysia – CelcomDigi has launched Tuai Tradisi, a festive film celebrating the artisans and cultural custodians whose work helps sustain the heritage and traditions of East Malaysia’s harvest festivals.

Released in conjunction with Pesta Kaamatan and Hari Gawai, the film shines a spotlight on the often-overlooked individuals whose craftsmanship and dedication help preserve cultural traditions in Sabah and Sarawak.

Rather than focusing on the festivities themselves, Tuai Tradisi centres on the people behind the traditions, highlighting how cultural practices are preserved through generations of learning, teaching, and craftsmanship.

The film features artisans and cultural practitioners from Sabah and Sarawak whose work is closely tied to the harvest celebrations. Among the traditions showcased are the Sompoton musical instrument, the Sigar traditional headgear, the Terabai shield, and Marik Empang beadwork, each carrying cultural significance that has been maintained and adapted over time.

Through these stories, the campaign explores the role of cultural custodians in ensuring that heritage practices continue to remain relevant and accessible to future generations. It also presents Kaamatan and Gawai as expressions of identity, community, and resilience that extend beyond the annual celebrations.

May Ling Chan, Head of Brand and Marketing Services at CelcomDigi, said, “Kaamatan and Gawai are powerful reflections of identity and heritage in Sabah and Sarawak. With Tuai Tradisi, we honour the individuals whose dedication ensures these traditions continue to endure.”

She continues, “We believe celebrations go beyond moments. They are built on legacy, shaped by community, and sustained across generations. As a connectivity provider, we see our role as helping to keep these connections alive, bridging people not just to one another but also to the cultures, stories, and traditions that define who we are.”

Alongside the campaign, CelcomDigi is offering special mobile data and video streaming passes for prepaid and postpaid customers nationwide via the CelcomDigi app.