CelcomDigi reflects on empathy and gratitude in heartfelt Raya ballad

CelcomDigi has released its Raya film titled “Syukur” (‘Gratitude’), aimed at inspiring Malaysians to foster deeper connections with one another for a meaningful celebration. 

The film focuses on themes such as empathy and gratitude, reflecting the true spirit of Eid. It was made in collaboration with Reservoir Production, the One Team, and Pitch.

“Syukur” follows the journey of Melor (played by Malaysian singer Layla Sania), a musically gifted university student who dreams of making it big in the city of Kuala Lumpur. Struggling to make ends meet, she faces the sad reality of being unable to return home to her mother for Raya due to insufficient funds.

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Melor is seen balancing her studies with a part-time job at a restaurant and also moonlights as a busker at night. Throughout the film, Melor’s feelings of longing for home and perseverance are portrayed through the lyrics of the film’s song. “I can only hope, I can only believe, the time has come for me to return," she sings.

During one of her busking performances, tears stream down Melor’s face as she reflects on the difficulties she faced at work and the strong feelings of homesickness she has. Her moving performance captures the attention of Malaysian artist Yuna, who decided to gift her a big tip. Yuna also shared her on social media. 

The unexpected act of kindness paved the way for Melor to balik kampung (return to her hometown). Reunited with her mother, Melor finds renewed strength, embracing her future with gratitude and unwavering determination.  

During the film's credits, Yuna, Layla, other film characters, crew members, and members of the public, shared about what they were grateful for.
 
Additionally. as a part of its Raya campaign #EratkanIkatan (‘Strengthen bonds’), CelcomDigi invited young Malaysian talents to express what Raya means to them through art, with their interpretations brought to life in CelcomDigi’s exclusive Raya packets designs.  Four designs created by talent youths from diverse backgrounds have since been released. Of which, each design reflects the essence of unity, tradition and the joyous spirit of Hari Raya. Customers can visit the nearest CelcomDigi outlet to collect the one-of-a-kind Raya packets.

CelcomDigi has also released several short-form social media videos for its #EratkanIkatan campaign. In tandem, the brand has partnered with Era FM for a short film about Kak Liza, a character who shares her home-cooked food with family for Ramadan, while staying connected with them through her social media and messaging apps.  

The theme of 'Strengthening bonds' is a play on the telecommunication company’s ability to keep its 20 million over customers connected through its vast network. In a statement seen by A+M, CelcomDigi said it hopes to inspire more young Malaysians to recognise the importance of togetherness and embrace gratitude. It also aspires to empower the next generation to build deeper connections with one another, uphold traditions and embrace their hopes for the future.

The film's director Sabrina Wong said “I wanted to tell a story of a girl who was down on her luck, but through every single one of her struggles, she never gives up. And she expresses her will, her gratitude in this beautifully written song, exclusive to the film.”

Meanwhile, Marzuki Maani, executive creative director of the One Team (M&C Saatchi and Naga DDB Tribal) shared “Hari Raya has always been about celebrating victories, overcoming challenges that go beyond our desires. But it is hope that drives us, and it is gratitude that ties everything together. With our dreams, our success and our loved ones, in line with our #EratkanIkatan campaign.” 

This Chinese New Year, CelcomDigi released a campaign film titled "Threads of Legacy", which takes viewers into the lives of a family deeply connected to the creation of a cultural pride symbol, the cheongsam. The film features a cheongsam business run by a grandmother, her two daughters and the youngest member, Blaze. With CNY around the corner, the two sisters plan to cancel the annual cheongsam show due to a lack of manpower and time. Blaze quickly turns to technology and surprises her mother, aunty and grandmother at the cheongsam show.

Meanwhile, earlier for Deepavali, the telecommunications firm showcased the power of connection and technology in a new heartwarming short film titled "Inbam". The film explored the bond between generations through the story of two sisters Anjali and Lavinya. They embark on a mission to rekindle their grandmother's joy, reflecting on the profound happiness she experienced while making saris with her closest friends.

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