Digi and Naga DDB Tribal inspires Malaysians to return home to tradition this Hari Raya

The challenges of the last two years have adversely affected and changed the dynamics of society. We have largely put aside traditions for the sake of our livelihoods and those of our loved ones. But the values seeded within us since young play an important part in keeping us close to all that really matters. In this light, coming home for the festivities should never be a routine, it is a tradition of love.

Once again, Digi teams up with Naga DDB Tribal to continue to inspire and connect Malaysians to what matters most, through a narrative titled “Alunan Hati” – a story of wisdom weaved into a melody that reconnects us to forgotten values and reminds us that home is really where the heart is. ”

Alunan Hati” tells the story of a grandmother who reconnects with her son in an almost unexpected way. Adi initially rejects her request for the family

to return earlier for the holidays, but soon has a change of heart. A “connected” neighbour kid plays catalyst to nenek’s inspiring message, which touched many others and eventually Adi too. It becomes a timely reminder for all of us that the connections that bind us will always lead us home.

Digi’s Chief Marketing Officer, Praveen Rajan said, “This Raya, we hope to inspire Malaysians to strengthen family ties by making time to connect with those that matter the most to them. It is also a time for us to make new memories with our families after not being able to celebrate the festive season together physically for the past two years during the pandemic.

On behalf of Digi, we would like to wish all Malaysians who are celebrating a Selamat Hari Raya and we hope that everyone will continue to stay safe as they spend time reconnecting with their family this Raya season.”

“As all the buzz surrounding Raya baru and the comeback celebrations with new norms begin to settle, we wanted to reflect on what the long-awaited opportunity to reconnect meant to everyone.”, said Ellison Fernandez, Naga DDB Tribal’s Creative Director.

“A song from the heart lives in the head forever, so we shared nenek’s message for Malaysia in a melody produced by the team at Naga DDB Tribal and Reserve Tank.

From song to film, there’s a little something of what matters to each person on the team, brought to life in this meaningful spot. Love will always lead us home. We wish all Malaysians Salam Aidilfitri and Simpankanlah dalam hati kata-kata ini…”

Credit List
Client: Digi Telecommunications
Head of Brand & Media: Lo Wei Tzen Principal, Brand & Media: Kui Ai Ping Associate Principal, Brand & Media: Vern Law
Agency: Naga DDB Tribal
Creative Director: Ellison Fernandez Associate Creative Director: Shireen Ang Designer: Reyki Lim
English Writer: Amirul Shakir
BM Writer: Adi Rasyid
Business Unit Head: Jessey Chew
Brand Director: Nurul Huda Ramlan
Senior Brand Executive: Jordan Ng Brand Executive: Taylor Looi Project Manager: Ivy Chai
Head of AV: Sharon De Silva Producer: Alison Yong
Production House: Reserve Tank Film Director: Chevie Lam Assistant Director: Aiman Aliff DOP: Jordan Chiam
Executive Producer: Patminder Singh Producer: Shuying Tan & Ain Nasir
Post Production
Colourist: Katelynn Tan Online: Nabil Sham Offline Editor: Raja Affandi
Audio Production
Sound Design & Final Mix: Rodney Thomas Composer: Teoh Eng Hooi
Sound Engineer: Rodney Thomas