Even the wind of uncertainty can’t put out the light of Deepavali - MARKETING Magazine Asia


Even the wind of uncertainty can’t put out the light of Deepavali

If there’s a time when brands get dramatic with their messaging, it has to be mostly during Deepavali. From tears, the perennial murukku, tears, old folk, dancing, cute kids… this year is no different.

The challenge of redefining or repurposing the same message of light over darkness, good over evil, continues to challenge creative minds to do even better than the year before.

But with COVID-19 location filming constraints, this has also precipitated the use of animation and stock footage in the execution of ideas.

There are some Deepavali Festive TVCs worth noting this year, while many have embraced the fact since YouTube videos allow a longer duration, they have gone full Kollywood (a portmanteau of Kodambakkam and Hollywood).

RHB

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FCB Kuala Lumpur’s latest film for RHB Bank, ‘Light in a Time of Darkness’, tells the tale of Vikneswaran Allagu aka Vikey – renowned magician, Malaysian Book of Records holder and winner of the prestigious Merlin Award, whose real-life story of resilience serves as inspiration for a nation trying to recover from the Covid-19 pandemic and the changes wrought in its aftermath.

DIGI

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The video by Naga DDB Tribal and Directors Think Tank bears the classic charm of animated folklore tales while carrying the spirit of a true story. Titled “Villalan” (Archer), the story is based on the personal hardships and struggles faced by Suresh Selvathambhy, leading up to his victory as World Champion in the World Para-Archery Championships.

PETRONAS

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Ensemble Worldwide and Petronas release another fully animated film as part of the Petronas’ theme for 2020 – ‘Our Unique Family’.Titled ‘Vattam’, the plot centres around four siblings, personified through the main ingredients and utensils used to make murukku. The upbeat musical sees the personalities of children brought to life through song and dance, spiralling out of control when the siblings bicker on who places highest importance in the murukku-making process. The film closes with a reminder from the father on the importance of sticking together.

TNB

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Double-Trouble is about a pair of twins of opposite personalities, namely Deepalakshmi and her sister Poojalakshmi as representing two eras, one is traditional and the other modern. Assigned a Deepavali mission, they clash over every detail. Just as blood is thicker than water, even opposite personalities cannot separate family bonds as their ties are strong enough to spark a ray of goodwill among each other. The film offers an augmented reality experience and allows viewers to explore the twins’ home through 360-degree virtual imaging.

TAYLOR’S

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In keeping with the message of light triumphing over darkness and without shying away from difficult (but necessary) conversations, Taylor’s University released a Deepavali social media film titled ‘Curious Kumar’.

The film features Kumar, asking his parents a multitude of questions based on his personal observations from his daily life.

… The film delivers a message that the light of knowledge illuminates the right path to dispel the darkness of ignorance…

As his family prepares for their Deepavali celebration, his questions are only met with silence and dismissal.

The film delivers a message that the light of knowledge illuminates the right path to dispel the darkness of ignorance.

MORE….

For major theatrics, checkout Murukku with some occult directed by Kash Villanz of Scooter Vandi fame

In this MCIS Life video, the acting is reminiscent of Petronas’ TVC 17 years ago Boyz In Da Hood

TuneTalk pays a tribute to Grandma Patti

Another Grandma version, but really tearful, from Vanakkam Malaysia

Sunway’s Deepavali TVC is inspired by the true story of Malarvelli’s family, one of the beneficiaries of #SunwayforGood Food Bank programme

Mr Balan is the enlightened hero in HERO MARKET’s tvc.


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