Kuala Lumpur, Malaysia – In the spirit of the upcoming Hari Raya festivities, local telco Digi had launched a new campaign to inspire people to return to their homes in observance of the long-celebrated Muslim festivities.
Conceptualised alongside agency Naga DDB Tribal, the campaign called ‘Alunan Hati’ follows the story of a grandmother who reconnects with her son in an almost unexpected way. Adi initially rejects her request for the family to return earlier for the holidays, but soon has a change of heart. A ‘connected’ neighbour kid plays the catalyst to grandmother’s inspiring message, which touched many others and eventually Adi too. The narrative becomes a timely reminder for all of us that the connections that bind us will always lead us home.
Praveen Rajan, chief marketing officer at Digi, said, “This Raya, we hope to inspire Malaysians to strengthen family ties by making time to connect with those that matter the most to them. It is also a time for us to make new memories with our families after not being able to celebrate the festive season together physically for the past two years during the pandemic.”
Meanwhile, Ellison Fernandez, creative director at Naga DDB Tribal, commented that as all the buzz surrounding Raya baru and the comeback celebrations with new norms begin to settle, they wanted to reflect on what the long-awaited opportunity to reconnect meant to everyone.
“A song from the heart lives in the head forever, so we shared nenek’s message for Malaysia in a melody produced by the team at Naga DDB Tribal and Reserve Tank. From song to film, there’s a little something of what matters to each person on the team, brought to life in this meaningful spot. Love will always lead us home,” Fernandez said.
