By The Malketeer
In a heartwarming exploration of tradition and technology, the Malaysia Digital Economy Corporation (MDEC) has unveiled a captivating seven-minute film that beautifully encapsulates the evolving landscape of Hari Raya festivities.
Titled “Raya Digital MDEC”, this cinematic gem offers a poignant narrative, showcasing the seamless integration of digital innovations into cherished cultural practices.
At the heart of the story lies Aunty Salmah, a matriarch on a journey of discovery into the realm of digital possibilities. From the convenience of grocery shopping via mobile apps to the exchange of e-Hari Raya cards, Aunty Salmah embodies the spirit of adaptability in embracing modern conveniences without forsaking time-honoured customs.
One pivotal moment unfolds when a young girl named Leha introduces Aunty Salmah to an app designed to streamline agricultural tasks, bridging the gap between generations while highlighting the practical applications of technology in rural settings.
As the narrative unfolds, viewers are treated to a delightful scene where Rahman leverages the power of livestreaming to promote traditional wear, underscoring the transformative impact of digital platforms in empowering small businesses and preserving cultural heritage.
However, the film doesn’t shy away from depicting the challenges of modernity. A poignant exchange between Aunty Salmah and her son reveals her reluctance to embrace new attire for Hari Raya, only to be pleasantly surprised when her son orchestrates a thoughtful gesture of ordering traditional clothing online, reaffirming the importance of familial bonds amidst technological advancements.
Yet, it is in moments of adversity that the true essence of tradition shines through. When faced with a shortage of gas for cooking, Aunty Salmah imparts age-old wisdom to her son and his friends, teaching them the art of cooking over woodfire—a nostalgic nod to simpler times that reinforces the resilience embedded within cultural practices.
In a scene brimming with nostalgia and modernity, three young visitors prompt a shift towards digital transactions by requesting monetary gifts via QR codes—a gentle reminder of the evolving etiquette in contemporary society.
The film’s emotional crescendo reaches its peak as Aunty Salmah is surprised by a holographic call from her daughters, who are unable to join the festivities in person. This touching moment encapsulates the power of technology in bridging geographical divides and fostering familial connections, even amid tradition.
As the screen fades to black, a poignant message lingers: No matter how advanced digital technology becomes, manners and culture should never be forgotten (Walausecanggih mana kemajuan digital, adab dan budaya jangan pernah dilupakan).
It serves as a poignant reminder of the delicate balance between progress and preservation, urging viewers to cherish the timeless values that bind communities together, even as the world continues to embrace the digital age.
“Raya Digital MDEC” not only celebrates the vibrancy of Hari Raya traditions but also serves as a testament to the transformative power of technology in enriching cultural experiences.
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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2023 to May 2024
Submissions Deadline
30th June 2024
APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)
