Kuala Lumpur, Malaysia – CelcomDigi has launched a festive short film titled “Penyeri Tradisi Raya” in conjunction with the upcoming Hari Raya Aidilfitri, highlighting artisans and cultural practitioners whose crafts contribute to the celebration’s traditional sights, sounds, and flavours.
The film focuses on individuals whose work shapes familiar elements of the festive season, including the weaving of songket, the crafting of songkok, the lighting of pelita, and the preparation of lemang. These elements, often associated with the celebration of Syawal in Malaysia, are presented as part of the cultural practices that continue to define the holiday for many communities.
According to the company, the initiative is part of its broader efforts to recognise the role of artisans, families, and communities in preserving traditions tied to the festival. The campaign also underscores the idea that cultural heritage remains significant even as digital connectivity becomes more embedded in daily life.
“Behind every celebration is a chain of care — artisans, families, and communities who pour their best into bringing Hari Raya to life and “Penyeri Tradisi Raya” is our expression of gratitude to those who tirelessly preserve its meaning. As we move deeper into a digital future, our role is to ensure these traditions endure, evolve, and reach even more Malaysians through the strength of Malaysia’s widest, fastest and secure network, so that the heart of Raya continues to stay relevant and live on for generations to come,” said Chan May Ling, CelcomDigi’s head of brand and marketing services.
Alongside the film, CelcomDigi is continuing an initiative aimed at supporting young Malaysian creatives by inviting emerging artists to reinterpret Hari Raya through original sampul raya (festive packet) designs.
The programme encourages young designers to explore themes associated with the festival, including togetherness, gratitude, and cultural pride, through contemporary artistic expressions. According to the company, the initiative seeks to provide a platform for new perspectives while supporting the preservation and evolution of Raya traditions.
