U Mobile’s ‘Eternal Hearts’ highlights renewal of bonds in festive CNY film

Kuala Lumpur, Malaysia – U Mobile has released a Chinese New Year (CNY) festive film, done alongside Naga DDB Tribal titled ‘Eternal Hearts’, centring on the theme of reconnection and the effort required to sustain relationships.

The film marks the first festive collaboration under the U Mobile × Naga partnership and focuses on redefining reunion beyond annual gatherings, positioning it instead as an ongoing act of effort.

Bernard Lee, head of brand & marketing services at U Mobile, said, “Connection has always been at the core of what we do at U Mobile. As families travel near and far to reunite during the festive season, we want to enable those unbeatable moments and help Malaysians stay close, wherever they are. Eternal Hearts is a reminder that staying connected starts with making the effort to reach out.”

At the centre of the narrative is an elderly Teochew couple celebrating their 50th wedding anniversary. The story portrays a relationship that has grown distant over time and follows the couple’s journey toward renewed understanding and connection. The film avoids traditional festive tropes, instead exploring the idea that close relationships can weaken when effort diminishes.

The production is described as Malaysia’s first Chinese New Year film told in Teochew, reflecting U Mobile’s emphasis on cultural representation and authenticity.

Naga DDB Tribal collaborated with production house BikinCita on the project. Director Barney Chua said the film’s central theme revolves around reconciliation.

“Relationships don’t fall apart because of one moment, they weaken when effort fades. What we often see as irreparable are simply bonds that have been left unattended.” said Chua.

Chua added, “Love isn’t only romantic or celebratory, it’s something that needs to be worked on. ‘Eternal Hearts’ reflects a kind of love that has endured decades, accumulated wounds, and moments of distance, yet still has the capacity to grow stronger with effort.”

The film adopts a travel narrative, which Chua noted was intended to surface both the tensions and tender moments within relationships. The storyline also aligns with U Mobile’s roaming offering, which includes 15GB of free monthly data under plans such as U Postpaid 98 and U Family 128.

According to the agency, the decision to focus on an elderly couple was meant to surface everyday tensions that can build up over time and to resonate across generations of Chinese Malaysians, challenging the perception that romance is primarily associated with youth.

Walter Teoh, executive creative director of Naga DDB Tribal, said, “Reunions shouldn’t only happen once a year. They take time, commitment and effort. This story reminds us that even the thinnest bonds can be strengthened if we choose to try.”

Andrea Ma, general manager of Naga DDB Tribal, added, “With so many things competing for our attention today, it’s easy to overlook the people closest to us. This film is a wake-up call to reconnect — and to make the effort to stay connected.”

The agency said it hopes the film encourages Malaysians to forge, rekindle and sustain meaningful relationships during the festive period, underscoring the message that connection requires deliberate effort rather than chance.