Tag: CelcomDigi
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...
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.
The production is designed to demonstrate real-time responsiveness enabled by 5G technology, with the outcome of the challenge dependent on precise timing and synchronisation.
The latest cohort will focus specifically on financial scams, including those fuelled by AI technologies, and will undergo expert-led masterclasses, field immersions, mentorship and outreach activities.
The studio, comprising more than 30 team members and developed in under two months, has already contributed to several major initiatives including CelcomDigi’s Merdeka campaign, the iPhone 17 launch, and the rollout of its unified mobile app.
The company said the project represents the widest depiction of Malaysia captured within a single narrative.
As consumer expectations shift and digital touchpoints multiply, the brands that win will be those that speak the local language – not just in words, but in meaning.
Each episode features dramatic reenactments of real cases reported to the Royal Malaysia Police (PDRM), covering scams such as phone fraud, romance scams, bogus parcel deliveries, fake investments, job offer deceptions and cash prize swindles.
The initiative was launched in conjunction with Gawai Dayak and Pesta Kaamatan, major harvest festivals celebrated in East Malaysia, as a tribute to the cultural richness of the region.
Grey will be responsible for the overall Brand and Corporate communication for CelcomDigi, one of Malaysia’s largest telecommunications provider.
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