Tag: CelcomDigi

In today’s global economy, the ability to communicate effectively across cultures has evolved from a competitive edge into a fundamental business necessity. As brands extend their presence across borders, the real challenge lies not just in crafting messages that work internationally – but in making those messages genuinely resonate within each local market.

For marketers, this means moving beyond basic translation to embrace strategic localisation – a practice rooted in cultural intelligence, deep audience insight, and the agility to adapt messaging without losing brand integrity. It’s a delicate balance: maintaining global consistency while responding to regional behaviours, values, and platform preferences.

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. These expectations–and more–are what have been discussed in the recently concluded Global Conversations, Local Impact: Mastering Regional Communication Strategies, held on 17 June 2025.

Leveraging conversation channels to scale customer communication

In the webinar’s keynote presentation from Hugh Haley, Head of Partners for APAC at Sinch, he outlines the dramatic shift in global communication trends, where nowadays, communication towards customers has evolved into two-way, real-time conversations driven largely by the proliferation of mobile devices and social messaging platforms.

In addition, as mobile usage has grown, so has the richness of the messaging experience, with brands moving away from static SMS into dynamic, media-rich formats such as RCS (Rich Communication Services), which allows for verified sender information, branded UI, multimedia sharing, and interactive chatbot experiences.

Hugh also emphasises that the future of customer experience hinges on successfully combining AI with messaging platforms, adding that successful businesses will build systems that enable seamless AI-human collaboration in customer support and engagement.

“For brands to really achieve success, they’re going to need to address both AI and agentic experiences and those conversational channels at scale. Customer experience is where we believe the battle is going to be won and lost. And the businesses that adopt both AI and conversational channels are the ones that will really win in the long term,” he said.

Moreover, he puts focus on how chatbots are becoming the new “front desk” of a brand, acting as always-on concierges for customers. However, he cautioned that deploying a chatbot isn’t a set-it-and-forget-it task – it requires constant training, language and slang adaptation, monitoring for errors or AI hallucinations, and alignment with the brand voice.

“Your chatbot is the new front desk of your brand. It’s not a set-and-forget play – it’s a constant train, iterate, and improve loop. You need to monitor how the bot behaves, make sure it doesn’t hallucinate or go off-script. This is where your brand voice lives now, and you need to treat it with the same care as any customer-facing channel,” he added.

What lies ahead for the future of communication strategies in APAC

Next up on the webinar was a panel discussion featuring industry leaders May Ling Chan, Head of Brand & Marketing Services at CelcomDigi Bhd; Angeline Angeles, Marketing Director at GoTyme Bank; Hugh Haley, Head of Partners for APAC at Sinch; and Alyaa Ramlan, Head of Social at Unifi, as they discussed the future of customer communications in Asia, including the rise of super apps and their profound impact on how brands connect with consumers, and how to delve into the role of AI and automation in enhancing and streamlining customer interactions.

In the discussion, the industry leaders have noted that as super apps continue to dominate how customers interact with brands across Southeast Asia, companies are rethinking how to blend personalisation, platform strategy, and real-time service to meet rising expectations.

For Angeline, the journey always begins with trust.

“At GoTyme, nobody cares about a cashback promo if their salary didn’t go through,” she said. “So we focus on what we call ‘beautiful basics’– that’s a seamless digital onboarding, fraud protection, goal-based savings, and instant transfers. Trust comes before anything else.”

Meanwhile, May Ling emphasised the power of data-driven prediction in building what she calls a “digital concierge” brand experience.

“In today’s world – especially post-pandemic – apps are built to serve customers in their own customised view. We sit on a 20 million customer base, and we know their online behaviours, what they watch, when they browse. Using that data responsibly lets us act like a concierge – serving the right offer at the right time, predicting when something might go wrong and fixing it before the customer even notices,” she said.

She also added that hyper-personalisation has become a strategic advantage for telcos, allowing them to retain relevance even as digital ecosystems become more crowded.

From a social engagement perspective, Alyaa made it clear that social media isn’t being replaced by apps – it’s becoming their strategic partner.

Using their telco’s app as an example, she shared, “Our app handles transactional tasks like bill payments. But when the internet’s down, people don’t go to the app – they run to Twitter. That’s our feedback loop. We take those complaints and feed them into the product team. Then if we need to educate customers – how to reset a router, how to use a feature – we push that from social. It’s one engine. Both parts need to run in sync.”

Alyaa also praised how AI has transformed her social listening operation – from a manual three-person task into a one-person job powered by intelligent tools that spot crises and sentiment trends in real time.

And when it comes to the AI revolution itself, Hugh urged brands to future-proof their customer strategies with conversational platforms.

“We’ve gone from dumb bots that couldn’t understand a basic question to conversational AI that understands 125 languages. If your app goes down, do you still know how to reach your customer? That’s the question. You need to own your first-party data,” he said.

A total of 164 marketers attended the webinar, representing brands such as 2GO Group Inc, AIA, AirAsia MOVE, Alfamart Trading Phils. Inc., AXA Philippines, Bata Group, City Savings Bank, ComfortDelGro Corporation Australia, Cushman and Wakefield, Decathlon Philippines, GetGo Carsharing, Hong Leong Bank Berhad, Malayan Insurance, Metropolitan Bank, PBCOM, Photobook Worldwide, Puregold Price Club, Shopee Malaysia, SSI Group, Tonik Digital Bank, ZALORA, amongst others.

If you missed attending it, you can catch the on-demand access to the webinar, where brands explore strategies to boost customer engagement. Register HERE for free.

Kuala Lumpur, Malaysia – CelcomDigi, together with OMD Malaysia and Media Prima, has introduced a new special segment titled ‘Kisah Benar: Scam Siber’ in TV3’s iconic crime show 999. This joint initiative aims to educate and raise public awareness about the alarming rise and various forms of cyber fraud currently plaguing the nation.

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. Upcoming topics are expected to address other emerging cyber threats, with details to be announced in the coming weeks.

In addition to the television episodes, short video capsules highlighting key prevention tips will be shared on TV3 Malaysia’s official social media accounts (@TV3Malaysia) and the 999 platform (@999tv3). Full episodes will also be available for streaming via the Tonton platform, ensuring wider access to the campaign’s educational content.

“Cybercrime is real, and it is evolving faster than ever in today’s digital age. We believe awareness is the strongest first line of defence,” said Chan May Ling, head of brand & marketing services at CelcomDigi. “Through Kisah Benar, we want to help Malaysians recognise, resist and report scams, and ultimately foster a safer digital environment for all.”

The project is a collaboration with OMD Malaysia and Omnia TV. For OMD Malaysia’s Managing Director Mayank Bhatnagar, the revival of the iconic Kisah Benar series underlines a commitment to creating purposeful media campaigns that resonate with the public.

“We are going beyond delivering media placements to actively educate Malaysians about real cyber scam stories, fostering brand trust, and empowering them to stay vigilant,” Bhatnagar said.

The new segment comes amid growing concerns about sophisticated online threats such as phishing websites, social engineering and data theft. By using real-life stories and practical advice, the series hopes to make digital safety tips relatable and easy to understand.

Kuala Lumpur, Malaysia – A new cultural initiative combining film and technology is aiming to preserve the rich linguistic heritage of Borneo, where more than a hundred indigenous languages are at risk of disappearing.

CelcomDigi, in collaboration with creative agencies Naga DDB Tribal, M&C Saatchi, and production house Project Room, has launched Maya — a short film that highlights the importance of indigenous languages in Sabah and Sarawak. The film is paired with an innovative pilot AI project: a language-learning chatbot also named Maya, developed by Malaysian tech firm Replyr.ai.

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.

The film follows a young girl named Maya who embarks on a mystical journey to rediscover lost voices, songs, and poems across a forgotten land. As she collects and releases these remnants of language, the world around her comes back to life with renewed rituals and celebrations. The story is rooted in local oral traditions, incorporating real songs and poetry from the Iban and Dusun communities.

“Language is more than communication — it’s a bridge to identity and heritage,” said Alvin Teoh, chief creative officer of the One Team. “Through Maya, we wanted to highlight the cultural wealth of Sabah and Sarawak in a way that resonates emotionally and artistically.”

Directed by Sarawakian filmmaker Dexter Anthony, Maya deliberately integrates traditional elements into the narrative structure. “This film isn’t just about representation,” Anthony explained. “It’s about placing community voices at the center of the story — not as decoration, but as its heart and soul.”

The companion AI chatbot, also called Maya, is designed to interact with users in Bornean languages, beginning with Iban and Dusun. Users are encouraged to “teach” the chatbot by speaking to it in native languages, enabling it to learn organically through conversation. The goal is to eventually offer the chatbot as a language-learning tool for others.

“AI can be a vessel for connection,” said Dylan Tan, founder of Replyr.ai. “With Maya, we’re not just building a chatbot — we’re building a digital archive of voices, expressions, and cultural memory.”

Executive producer Fabian Joseph described the project as a personal and professional milestone. “As someone from West Malaysia, working on Maya helped me realise how underrepresented East Malaysian cultures are in our national dialogue. This film is a cultural gesture — a call to listen, to honour, and to preserve.”

The project reflects CelcomDigi’s broader commitment to cultural preservation, particularly through digital tools. In a statement, the company emphasized that every voice counts and that language is key to keeping heritage alive.

As Malaysia celebrates the harvest season, Maya serves not just as a work of art but also as a reminder: to speak the words of the past, teach them to the next generation, and let the spirit of Borneo resonate into the future.

Kuala Lumpur, Malaysia – CelcomDigi Berhad has announced the appointment of Grey Malaysia as its new brand agency partner.  Grey will be responsible for the overall brand and corporate communication for CelcomDigi, one of Malaysia’s largest telecommunications provider.

The appointment comes after a rigorous selection process which began in Q3 of 2024 and also includes the appointment of GrowthOps and M&C Saatchi. Each of the agencies will support CelcomDigi’s three critical business areas as it moves into its next phase of growth.

Moreover, the new account represents a major win for Grey Malaysia. 

Irene Wong, CEO at Grey Malaysia, said, “With technology so tangibly revolutionising how we do almost everything, we leapt at the chance to work with CelcomDigi.  As a business, we grow through the quality and ambition of our work, and their vision and capability of utilising technology at such scale is really exciting for us.  From the inside out, new tools such as our Ai suite WPP Open is enabling us to adapt faster than ever, opening up whole new ways of optimising our creativity.”

Meanwhile, a CelcomDigi spokesperson said in a statement, “This collaboration comes at an exciting time, as ongoing transformations in digitalisation and emerging technologies continue to reshape our operating model. We are excited to work with our new agency partners to realise our vision of becoming a customer-driven, strategy-led, best-in-class solutions provider.”

Grey has assembled a bespoke agency team, with specific skill sets to work with the new clients. Graham Drew, chief creative officer at Grey Malaysia/Singapore, stated, “As an agency you’re only ever as good as your partners.  The potential to make innovative and meaningful work with a customer-centric organization such as CelcomDigi is massive. As part of the creative process, emerging technologies have very quickly moved from novelty to absolute necessity, CelcomDigi don’t just appreciate that, they are asking for it.”

Kuala Lumpur, Malaysia – What happens when generational traditions meet the power of modern technology, imagination, and creativity? In CelcomDigi’s latest Chinese New Year film, Threads of Legacy answers this question with cinematic tale of resilience, innovation, and family bonds.

Conecptualised by M&C Saatchi and Naga DDB Tribal, and directed by Directors Think Tank’s Maurice Nooned, the telco invites Malaysians to rethink how they can preserve their heritage while embracing the beauty of a connected world.

The film follows the story of Blaze, spirited young woman whose family has long been celebrate their exquisite cheongsam designs—a legacy nurtured over generations. Each year, their artistry shines at an annual cheongsam showcase, an event that embodies their cultural pride. But when an unforeseen illness sidelines the family matriarch, their cherished tradition too, faces an uncertain future.

Refusing to let their legacy falter, Blaze harnesses the intricacy of projection mapping, alongside the seamless connectivity of CelcomDigi’s network. Through a captivating display of light, texture and culture, she reimagines the cheongsam showcase with a spectacular blend of the old and new—proving that traditions can flourish when given a modern twis 

Alvin Teoh, chief creative officer of CelcomDigi’s One Tea, said, “Chinese New Year is a time for reflection, reunion, and honouring what matters most. This story captures the beauty of how technology can help preserve the essence of our traditions while presenting them in extraordinary, forward-thinking ways. By empowering individuals to bridge generational and cultural gaps through technology, CelcomDigi celebrates the enduring power of connection—both on a digital and personal level.” 

Kuala Lumpur, Malaysia – Mudah.my and CelcomDigi, with support from the telco’s media agency OMD Malaysia, have teamed up to introduce a feature integrating CelcomDigi’s Fibre and 5G Home WiFi services into Mudah’s Property website, simplifying the search for homes with reliable connectivity.

With this, users can access CelcomDigi’s Fibre and 5G Home WiFi services directly through Mudah’s Property website. This collaboration makes it easier for users to explore connectivity options that align with modern digital lifestyles. With CelcomDigi’s extensive fibre and network coverage, homeowners and renters can enjoy high-speed internet wherever they live.

Homeowners can also benefit from CelcomDigi Fibre with speeds up to 1Gbps and FREE Fibre-to-the-Room (FTTR). Additionally, AI smart home devices are available starting at just RM2/day. For renters, CelcomDigi 5G Home WiFi offers a convenient solution for fast and reliable connectivity on demand.

Teh Han Ming, head of Mudah Property, said, “We’re excited to partner with CelcomDigi to enhance the property search experience for our users. Mudah Property, with over 350,000 property listings across Malaysia, remains committedto empowering home seekers by offering a wide range of choices and unparalleled convenience. Through this collaboration, we are providing users with valuable insights about connectivity options available via CelcomDigi’s Fibre and 5G Home WiFi services, helping them make informed decisions about their future homes”. 

He added, “This strategic partnership not only enhances the value we deliver to our users but also enables CelcomDigi to reach a broad and diverse audience through our trusted platform. Together, we ensure that users can discover not only their ideal home but also the best connectivity options to suit their digital lifestyles.”

Meanwhile, Aliasgar Hirani, head of digital at OMD Malaysia, commented, “OMD Malaysia led the collaboration by identifying the opportunity and building a robust partnership between our client CelcomDigi and Mudah. This market-first initiative is a good fit as it addresses consumers’ need for Internet services when renting or buying a home, thereby increasing brand consideration for CelcomDigi. It also highlights OMD’s creative media practice, which combines behavioural and cultural insights to elevate our activations and media partnerships, ensuring maximum relevance for our clients and creating more impactful connections with consumers.”

Malaysia – As the year comes to a close, CelcomDigi, in collaboration with One Team (M&C Saatchi and Naga DDB Tribal) and Mojo Films, has unveiled a year-end campaign designed to inspire Malaysians to embark on journeys of self-discovery and return with the drive to uplift their communities.

Titled ‘Bejalai: Journey of Inspiration,’ CelcomDigi’s film draws inspiration from the age-old Iban tradition of ‘bejalai’—a coming-of-age journey where individuals venture far from their village, returning with wisdom, wealth, or fame to benefit their community.

The film follows the inspiring journey of Sarawakian Olympic medallist Watson Nyambek, affectionately known as the ‘Flying Dayak’ for his record-breaking achievements. Despite reaching remarkable heights, Watson chose to return to his roots, sharing his success with his community and completing his bejalai. For him, true achievement goes beyond having his name etched in gold or silver; it lies in bringing his success home, uplifting the people who supported him, and bringing pride to his community.

Commenting on the film, Marzuki Maani, executive creative director of M&C Saatchi, said, “Bejalai is such a beautiful concept that has evolved over time. We see it beyond Sarawak. It is a universal journey that everyone experiences at some point in their lives. We hope that this film stirs a deep desire to reconnect with the people who matter most and that we never forget where we came from.”

Film director Barney Chua added, “…although bejalai has its origin in Iban culture, the practice is something every Malaysian experiences at some point in their lives. It’s universal.”

Chua continued, “I am humbled by the experience of being able to tell Watson’s story deep in the heart of Sarawak. Returning to our roots is something we all should do, no matter how far we’ve gone in life. Watson’s journey is a testament to that.” 

CelcomDigi encourages every Malaysian to chart their own path to success while staying true to their identity and embracing their roots. The company believes that sharing one’s achievements is not only a way to give back but also an opportunity to inspire others to pursue similar journeys, fostering pride and progress for the nation.

Through this campaign, CelcomDigi, in collaboration with M&C Saatchi and Naga DDB Tribal, encourages all Malaysians to reconnect with their roots and give back to their communities, fostering collective growth and progress.

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.” 

Kuala Lumpur, Malaysia – In conjunction with this year’s National Day theme of ‘Jiwa Merdeka,’ CelcomDigi’s One Team – M&C Saatchi and Naga DDB Tribal – has partnered up with young Malaysians who are using technology and connectivity to shape the nation’s future. 

The campaign features a film narrated by the trailblazing Bunga, Malaysia’s first and most popular Hijabi rapper. Defying stereotypes, she seamlessly blends modest attire with the dynamic energy of hip-hop for boundary-breaking performances that have won accolades worldwide. 

Another youthful visionary featured in the film is 19-year-old Ong Yong Xun (Zero Ong), who single-handedly developed the JomStudy app. The innovative platform revolutionised learning for SPM students by consolidating learning resources.

Meanwhile, Ash Raja and Jon Dexter of content platform Small Towns MY have embarked on a mission to revitalise local tourism by showcasing the hidden gems of Malaysia’s smaller towns. Their efforts have brought newfound attention and appreciation for these often-overlooked communities. 

In the realm of social impact, Azziaty, Azrin, and Azlyn of ROCKA Atelier are making a profound difference through fashion. Their socially conscious brand provides employment opportunities for women from underprivileged backgrounds, empowering them to achieve financial independence and build brighter futures. 

Additionally, the film highlights the remarkable work of Adrian Jo Milang, the youngest Kayan oral tradition practitioner and preservationist. His dedication to safeguarding the ancient oral art forms of Parap and Takna’ is an inspiration to young Malaysians, and a testament to the power of preserving traditions in the digital age. 

Marzuki Maani, executive creative director of the One Team, said, “It’s amazing to see how connectivity can empower our young generation’s creativity to create opportunities. It closes the gaps between age and location, allowing anyone – whether they’re in the city or in the deep rural areas – to explore and unlock their potential.”

He added, “Through this campaign, CelcomDigi wants to shine a spotlight on them, in hopes that by knowing and seeing the young generations at work, we continue to inspire support for the future generation in whatever they set their minds to.”

Kuala Lumpur, Malaysia – Local telco player CelcomDigi has recently launched its CelcomDigi AI Experience Centre (AiX) – a one-stop immersive innovation and collaboration hub to lead, inspire, and advance the creation of world-class digital solutions across a range of sectors and verticals.

Supported by a wide ecosystem of leading global technology players and local partners, AiX will serve as a focal point for cross-industry collaborations, leveraging emerging technologies such as 5G, artificial intelligence (AI), extended reality (XR), robotics, analytics and metaverse. 

Moreover, this collaborative facility is designed to spur rapid technology advancements and growth of new digital start-ups, enterprises, and future skills to build a flourishing innovation ecosystem and fuel Malaysia’s digital transformation.

Build on a partnership model, AiX is powered by a strong, extensive and growing ecosystem of 40 global technology leaders, local partners and solution providers, from core partners Huawei and ZTE, to other collaborative partners AWS, Digital Nasional Berhad, Ericsson, Microsoft, SK Telecom, Softbank, Sumitomo, and Yinson, amongst others.

Launched by the Minister of Communications YB Fahmi Fadzil, AiX provides an immersive experience combining sight, sound, and touch, and features real-world solutions ready for immediate deployment. 

Built on a model of constant evolution and partnership, the technology and showcases will be refreshed periodically to bring new experiences to visitors and is set to be the epicentre of co-creation to enable rapid experimentation and development of new technology solutions for the market.

For Datuk Idham Nawawi, CEO at CelcomDigi, emerging technologies such as AI are revolutionising the world, and Malaysia must keep pace with this progress to build a flourishing digital nation. He also added that over 1.5 years ago, they have made a strong commitment to play a pivotal role to realise this ambition, leveraging their greater combined capabilities as a merged company to invest and drive digitalisation, innovation and sustainable growth for the nation.

“The AI Experience Centre is a realisation of the national benefit of the merger, where CelcomDigi’s scale and capabilities are able to attract and partner global and regional digital tech giants to accelerate the development of cutting-edge digital solutions – positioning us a strong ally to the nation’s digital aspirations,” Nawawi said.

He also added that AiX emphasises the significance of a thriving innovation ecosystem to develop a robust digital society. For him, in the fast-paced era of digital everything, speed and ferocity of innovation is essential, and therefore have designed AiX on a model of strong partnerships and constant evolution, enabling them to co-create use cases with great potential at an accelerated speed for Malaysia.

“Building with some of the most notable global tech and local ecosystem players, together we have invested RM55 million to support this ambition. We will continue to invest in the infrastructure, partnerships, and competencies needed to support Malaysia through the rapid tech changes around us. We are determined to spur digital transformations across industries and ensure the benefits of 5G, AI, and emerging technologies are realised for all Malaysians,” he concluded.