What keeps Raya alive? CelcomDigi turns the spotlight on tradition-makers

CelcomDigi is turning the spotlight on Malaysia’s cultural artisans this festive season with the launch of its Raya short film, “Penyeri tradisi Raya" (The shining lights of Raya traditions), an apt follow-up to the telco giant's Chinese New Year campaign, “Behind the 新” which focused on the hands that quietly shape the celebration.

The brand's latest Raya film takes audiences behind the curtain to highlight the individuals whose crafts shape the sights, sounds and flavours of Hari Raya celebrations across the country. From the intricate weaving of songket (woven fabric) and the careful crafting of songkok (brimless hat) to the warm glow of pelita (oil lamp) and the fragrant aroma of lemang (bamboo rice), the film pays tribute to the makers who keep these traditions alive.

Through the campaign, CelcomDigi aims to honour the often-unseen network of artisans, families and communities whose work forms the soul of the festive season. While technology continues to connect people in new ways, the telco believes that meaningful connections extend far beyond digital infrastructure and live within culture, heritage and shared traditions.

Don't miss: Heritage keepers get the spotlight in CelcomDigi's CNY film 

According to Chan May Ling, head of brand and marketing services at CelcomDigi, the film serves as an expression of gratitude to the families and tradition-keepers who tirelessly preserve the meaning of Raya.

"Behind every celebration is a chain of care — artisans, families, and communities who pour their best into bringing Hari Raya to life. As we move deeper into a digital future, our role is to ensure these traditions endure, evolve, and reach even more Malaysians through our network, so that the heart of Raya continues to stay relevant and live on for generations to come,” she said. 

Beyond the film, CelcomDigi is also extending its Raya initiative by spotlighting emerging Malaysian creatives. The company has invited young artists to reinterpret Hari Raya through original sampul raya (money packet) designs, giving a new generation the opportunity to express themes of togetherness, gratitude and cultural pride through contemporary artwork.

The initiative aims to demonstrate how festive traditions can be appreciated and preserved while evolving with fresh perspectives from younger Malaysians.

Alongside the campaign, CelcomDigi is rolling out festive offers across its digital services, including free one-month trials for streaming platforms such as Prime Video, Viu and Sooka, as well as promotional plans for device upgrades and mobile protection services.

This campaign follow's the telco's Chinese New Year initiative, “Behind the 新”, centering on a film which pays tribute to the unsung artisans and craftsmen whose dedication keeps cultural traditions alive. Although the title is loosely translated to "behind the new year", it also phonetically sounds like "behind the scene". From an incense maker and lion head artisan to a kuih kapit maker and calligraphy couplets writer, the film captures the painstaking work behind the sights, sounds and flavours that define the festive season.

Rather than centring on a single family narrative, the film weaves together the stories of these heritage keepers, highlighting the devotion and perseverance that underpin each tradition. In doing so, the brand draws a parallel between their behind the scenes labour and its own role in keeping Malaysians connected every day.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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