In a festival season often filled with glittering visuals and brand-heavy messaging, Watsons Malaysia chose a different kind of sparkle this Deepavali.
The kind that comes from shared laughter, family chaos, and the warmth of being home.
“Oli-Ways With Me” is more than a festive ad; it’s a love letter to the Malaysian family.
Through the eyes of Reena and her lively clan — Appa, Thaata, Amma, Paati, and their furry scene-stealer Unik — Watsons captured a home brimming with light, humour, and the sounds of everyday joy.
Adding star appeal, Ayda Jebat joins in as the story unfolds in a flurry of song, dance, and gentle mischief.
Lighting Up the Everyday
What makes the campaign resonate isn’t its production scale, but its intimacy.
The film celebrates the small rituals that define Deepavali — the bustle in the kitchen, grandparents fussing over decorations, and siblings teasing one another.
Every frame feels lived-in, familiar, and true to the way Malaysians actually celebrate.
Instead of relying on sentimentality, Watsons leaned into authenticity wrapped in humour.
A story that doesn’t preach or perform — it plays.
The Social Glow
The brilliance of “Oli-Ways With Me” extended beyond the screen.
Watsons cleverly transformed the film’s energy into an interactive social movement.
The jingle — catchy yet culturally rich — became the heartbeat of TikTok dance challenges and Instagram Reels, inviting families to join the fun.
By tapping into social participation rather than passive viewing, Watsons turned festive advertising into a community event.
People weren’t just watching the campaign; they were living it.
A Celebration that Listens
Behind the cheer was a smart insight: togetherness isn’t just about physical presence — it’s about emotional connection.
The campaign reflected Watsons’ evolving marketing approach, one that listens, responds, and grows alongside its audience.
This wasn’t visibility for the sake of brand recall.
It was empathy-driven engagement, rooted in understanding how Malaysians celebrate, share, and stay connected — both online and off.
The Emotional Payoff
Viewers across Malaysia responded with enthusiasm and nostalgia.
Many praised the brand for portraying real family dynamics — the noise, the laughter, the occasional chaos — in ways that mirrored their own homes.
The film became one of the most replayed Deepavali ads of the year, its message lingering long after the lights went out.
Insights for Marketers
Keep it close to home. The most memorable festive campaigns are grounded in everyday truths.
Let audiences participate. Engagement builds stronger emotional equity than visibility alone.
Humour humanises. Warmth and laughter can often bridge cultural and generational gaps more effectively than overt sentimentality.
In the end, “Oli-Ways With Me” reminds us that the brightest Deepavali lights aren’t bought or hung — they’re felt, shared, and made together.
