Marketing Southeast Asia

CelcomDigi’s Deepavali film showcases the power of connection and technology

by Teddy Cambosa

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October 25, 2024

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Kuala Lumpur, Malaysia – In a celebration of the Festival of Lights, CelcomDigi showcases the power of connection and technology in their heartwarming short film, ‘Inbam.’ Produced by the collaborative efforts of One Team—Naga DDB Tribal and M&C Saatchi—this film honours the connections that keep traditions vibrant.

Set against the backdrop of Deepavali, Inbam explores the bond between generations through the story of two sisters, Anjali and Lavinya. They embark on a mission to rekindle their Patti’s (grandmother) joy, reflecting on the profound happiness she experienced while making saris with her closest friends. As the sisters strive to revive these cherished memories, the film beautifully captures the essence of familial connections.

Directed by Maurice of Director’s Think Tank, this lighthearted narrative encourages Malaysians to reflect on the traditions they hold dear and the intergenerational bonds that sustain them. It invites viewers to see Deepavali as an opportunity to reconnect with loved ones and celebrate shared joy.

What sets ‘Inbam’ apart is its focus on the role of friendship and the innovative use of technology to bridge gaps across people, places, and generations. Against a vibrant cultural backdrop, the film embodies Malaysia’s unity, showcasing the diverse tapestry of the Malaysian identity.

Moreover, ‘Inbam’ is a colourful tribute to the rich traditions and diverse cultures that define Malaysia. It reflects CelcomDigi’s commitment to preserving these traditions through meaningful connections.

Vix Chandra, executive creative director at Naga DDB Tribal, said, “We hope this story resonates emotionally, prompting the audience to reflect on their own values and the bonds shared across generations—especially during Deepavali. When we recognise this connection, we understand that it’s not just our celebrations that shine bright, but our inner joy, our Inbam, ignited by the relationships we nurture.”