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Dentsu has appointed Yuichi Toyoda (pictured), its global practice president, business transformation, dentsu, BX president, dentsu Japan, and managing executive officer, Dentsu Inc., as CEO, dentsu APAC, effective 1 January 2026. He will also join the group executive management team. In his new role, Toyoda will report to Hiroshi Igarashi, president and global CEO, dentsu.  Toyoda brings over 30 years of experience at dentsu, 15 of those years in globally-facing roles, and has a deep understanding of dentsu’s capabilities as well as both Japanese and international markets having held CEO and leadership positions in India, Thailand and China where he was responsible for the significant turnaround of underperforming business units. Since 2022, he has led Dentsu Inc.’s global division and Dentsu Group Inc.’s solutions office and in 2024, a year dentsu bolstered its global management team, he assumed responsibility for dentsu’s global business transformation (BX) practice, expanding the BX knowledge and best practice developed in Japan to teams and clients around the world, which continues to show momentum delivering double digit revenue growth. Meanwhile, after 13 months serving as interim APAC lead, Yoshiki Ishihara returns to his role as global chief strategy officer, dentsu at the end of this year to focus on the group’s growth across international markets and delivering dentsu’s medium-term management plan (MTMP) globally, according to the release.  During his tenure, Ishihara advanced dentsu’s One dentsu vision in the region, implemented core components of MTMP driving meaningful change, strengthened relations with Japan and built the foundation for a return to growth. “We are delighted to appoint Toyoda as CEO, dentsu APAC. His deep knowledge of the region, extensive global experience and leadership in business transformation makes him ideally suited to lead this dynamic and highly competitive region,” said Igarashi. “We are grateful to Yoshi for his outstanding leadership over the past 13 months, laying the foundation for a return to growth and strengthening collaboration across the region.” “It is with a deep sense of responsibility and pride that I take on this role at such a pivotal time, for both our APAC business and the group. The region is undergoing unprecedented transformation, with disruption reshaping every industry and redefining how our clients compete and grow. Disruption, however, always brings opportunity,” said Toyoda. “We will choose to lead this transformation by building a new, ‘uniquely dentsu’ business model, one that creates value beyond our clients’ expectations, supports their sustainable growth and contributes to the progress of society. Together, we will put dentsu APAC back on a growth path and achieve sustainable, long-term success,” he added. Ishihara added: “It has been a privilege to lead APAC over the past year. Together, we have laid the important groundwork for growth. I am confident Toyoda’s leadership and vision will accelerate APAC’s growth and create greater value for clients and markets.” MARKETING-INTERACTIVE has reached out to dentsu for more information.  Related articles: Dentsu APAC appoints head of media PhilippinesDentsu APAC bolsters insight-driven excellence with senior appointments source

Hong Kong-based gym chain PURE has welcomed back Gary Wise (pictured) as its chief marketing officer for global markets, reporting to its group managing director Rey Bolivar.  In this newly created role, Wise is tasked at covering all marketing and PR for all PURE Group brands across brand and performance marketing. He will be responsible for all global markets for PURE, including Hong Kong, Shanghai, Beijing and Singapore, as well as any new markets PURE enters.  In conversation with MARKETING-INTERACTIVE, Wise said, “I’m delighted to be helping this incredible brand through the next phase of its growth. PURE has established itself as the key premium player in the fitness and wellness space, which we’ll be taking even further as we evolve our strategies and launch into new categories. Very exciting times ahead!” Wise brings more than 18 years of marketing, advertising and branding experience from 4A agencies and global brands such as Puma, Emirates and Sony. He first joined PURE as regional marketing director in 2015, when he led the marketing team of 32 across four cities with a strategic and passionate approach.  After six years at PURE, he decided to start his own UK-based branding agency bloodstream, creating long-term, distinctive branding, and marketing strategy for key clients such as PURE.  Don’t miss: PURE relieves Hongkongers’ stress with new Re:set campaign One of the highlighted works of the partnership was PURE’s recent branding campaign that highlighted Hongkongers’ daily stress and pain points. The campaign featured mainstreaming concepts that have until now been seen as niche and specialist. Furthermore, it showcased the huge benefits of modalities such as contrast therapy, red light therapy and breathwork to a broad Hong Kong audience – many of whom regularly experience mental and physical stress for various different reasons. Targeting broad Hong Kong audience who face various kinds of mental and physical stress in their lives, the campaign showcased these stress and communicates via broad reach advertising such as out-of-home placements, a billboard at Lee Theatre Plaza, Causeway Bay, influencer campaign, social media content and digital advertising.  Related articles: Pure Group appoints Golin to lead and execute public relations programmePURE Fitness to open new centre at K11 MUSEA source

Omnicom is expecting its US$13.5 billion acquisition of Interpublic Group to close by late November, pending EU regulatory approval. The deal to create the world’s largest advertising holding company, surpassing Publicis Groupe and WPP, is projected to generate more than US$20 billion in revenue for Omnicom. John Wren, chairman and chief executive officer of Omnicom, said he expects to close the IPG deal next month, adding it would create the world’s leading marketing and sales company. “Together, we will emerge with the industry’s most talented team and a powerful platform designed to accelerate growth through strategic advantages in data, media, creativity, production, and technology,” he said.  Don’t miss:  Edelman and Omnicom top Clean Creatives’ 2025 F-List for fossil fuel ties   The CEO said integration teams from both companies have been working “tirelessly” to ensure a seamless transition for clients and staff. He added that both networks also continue to secure new business during the integration. Some of the wins include American Express, Porsche, OpenAI, Amgen, Bayer, Anthropic and Paramount. “We’re already seeing strong momentum with significant new business wins across both companies, underscoring the compelling opportunities this acquisition creates. “Our enhanced ability to deliver revenue growth, operate with greater efficiency, and generate healthy free cash flow only strengthens our confidence in the future – for our clients, our people and for long-term shareholder value,” Wren said.  The merger has cleared 14 of the 18 regulatory approvals required. In July, the Australian Competition and Consumer Commission (ACCC) approved the deal, saying it was unlikely to substantially lessen competition in Australia’s media and marketing services market. “Our investigation found that while the proposed acquisition would result in an increase in the parties’ combined market share, other suppliers of media buying and marketing and communications services would continue to effectively compete with Omnicom after the acquisition,” said ACCC Commissioner Dr Philip Williams. Omnicom and IPG confirmed the ACCC clearance brings the deal closer to completion. News of the acquisition first came to light in December last year. The move came amid growing competition within the holding network market globally and the pressures faced by the traditional holding company model. Related articles:   ACCC clears Omnicom’s acquisition of Interpublic in key milestone for global merger Omnicom initiates US$13bn deal to acquire IPG: Was the writing on the wall? Omnicom in advanced talks to buy Interpublic Group source

Luckin Coffee Singapore has partnered with the Institute of Mental Health (IMH) to launch “UNSEEN // SEEN”, a social initiative and fundraising campaign that shines a light on mental health through the power of art. Launched in support of World Mental Health Month, the campaign runs from 23 October 2025 across all Luckin Coffee outlets in Singapore. It aims to amplify the voices of individuals who are often unheard or overlooked, using art created by IMH patients as a medium of expression and healing. Limited-edition merchandise, including fabric coasters and tote bags, will feature original artwork produced during IMH’s therapeutic art sessions, guided by occupational and art therapists. Each piece represents a personal journey of recovery, self-expression, and resilience. Don’t miss: Luckin Coffee SG makes reality style horror film for Halloween    With any purchase, customers can add merchandise at checkout, while stocks last. All profits will go towards IMH’s Woodbridge Hospital Charity Fund, which supports patient therapy programmes, welfare funds, outreach initiatives, and mental health research and education. Luckin Coffee Singapore will also contribute an additional SG$1 for every item sold, reinforcing its commitment to making a tangible difference in the community. Through “UNSEEN // SEEN”, the brand aims to celebrate individuals living with mental health challenges while raising public awareness and empathy. The campaign serves as a reminder that mental wellness is a shared responsibility, and that simple acts of support can help make the unseen, seen. “At Luckin Coffee, we believe that a good cup of coffee connects people, but even more so, compassion can bring communities together,” said Steve Teo, general manager at Luckin Coffee Singapore. He added, “Coffee is a daily ritual for many, and through this initiative, we hope to remind our consumers that supporting mental health doesn’t require a grand gesture. Everyone can make a difference in everyday moments that matter.” One of the participating artists, Pee Sin Yee, said, “I’ve been struggling with my mental health since I was young, but things began to change when I started seeing my psychologist and art therapist. She encouraged me to create art when words were too difficult to find. Each artwork I created carries a part of me and my healing.” The initiative follows a string of creative brand collaborations by Luckin Coffee Singapore. Earlier this year, the brand teamed up with language learning app Duolingo for a cheeky campaign featuring a Singapore-exclusive drink and collectible merchandise. To mark the collaboration, Luckin Coffee also released Duolingo-themed merchandise, including cup sleeves, paper bags, and sticker sheets. Fans could snag a limited-edition “coffee chat” sticker set with every purchase of two drinks, each featuring Duo’s signature charm and gamified energy. Related articles: Luckin Coffee taps into Gen Z audience in HK with SpongeBob collab       Luckin Coffee set to open five new outlets in Malaysia by end of January    China’s Luckin Coffee plans to develop exclusive coconut supply hub in Indonesia   source

Ahead of the premiere of IT: Welcome to Derry on 27 October, Warner Bros. Discovery has transformed Singapore’s Orchard Road into a chilling reimagining of Derry, Maine. The activation takes over key spots in Orchard with a full digital bus shelter buyout and haunting projections at Midpoint Orchard. Commuters emerging from Somerset MRT will enter a sinister Somerset linkway, each step drawing them deeper into Pennywise’s lair. On the night of the launch, 23 October, eerie figures straight from 1960s Derry — the ITWTD wanderers — silently roamed the streets clutching the iconic red balloon, sparking intrigue and conversations both online and offline. Don’t miss: Warner Bros., Hearts & Science turn Jakarta’s skyline into a Superman spectacle The activation was strategically timed around Halloween when many brands roll out seasonal campaigns. Beyond the streets, the activation extends to DOOH as well.  OOH horror campaigns have been gaining traction across the region. In Malaysia, Warner Bros Malaysia brought terror to the streets of Klang Valley ahead of The Conjuring: Last Rites, with iconic franchise characters Valak and Annabelle surprising passengers in specially themed Grab rides. “We love bringing terrifyingly fun experiences to scare up a major buzz for the movie,” said a Warner Bros Malaysia spokesperson at the time. This isn’t the first time Warner Bros has brought horror into everyday moments. Its Final Destination: Bloodlines campaign, crafted by the studio’s in-house marketing team, aimed to stir paranoia and “bring fresh trauma” to audiences outside the cinema. Related articles: Warner Bros. sues Midjourney over AI use of Superman, Batman and other iconic characters   Netflix MY brings ‘ibu jari pelik’ to the streets of KL    Lazada MY’s cryptic clown turns KL into a carnival ahead of 6.6 sale source

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes. This week: Mediacorp filed a police report over a CNA Facebook comment, Apple launched a Jane Goodall-narrated global Mac campaign, and we highlighted our top Deepavali marketing moments. Step away from the murukku, it’s time to dig in. Don’t miss: Gen Z perspectives: lululemon strikes back, Microsoft’s nostalgic Croc & MEA ID 1. Mediacorp lodges police report after CNA Facebook comment sparks controversy Mediacorp has filed a police report following a controversial Facebook comment posted from CNA’s official account. In conversation with MARKETING-INTERACTIVE, Mediacorp said it “made a police report to help verify the screenshot’s authenticity and origin.” The comment was made in response to a November 2015 post by home affairs minister K. Shanmugam discussing the late Lee Kuan Yew’s legacy and Singapore’s future. Read more here.  2. Apple’s final collab with Jane Goodall celebrates creativity’s first spark Apple has unveiled its new global brand platform for Mac, “Great ideas start on Mac”, a tribute to creativity, possibility, and the first spark of inspiration. The campaign was developed by TBWAMedia Arts Lab and directed by Academy Award–nominee Mike Mills. It marks the late Jane Goodall’s final collaboration with the brand, with the conservationist and author lending her voice to the film’s narration. Opening with the blink of a cursor against a white screen, the film captures how the Mac has become the starting point for countless world-changing ideas. Read more here.  3. 11 Deepavali campaigns that lit up our feeds this 2025 Deepavali, the Festival of Lights, is a time when homes glow with warmth, laughter, and the unmistakable scent of festive treats. Beyond symbolising the triumph of light over darkness, it’s a season that celebrates togetherness, where families reconnect, communities come alive, and joy takes centre stage. Every year, brands join in the celebration with campaigns that capture this spirit in different ways. Some heartfelt, some humorous, and all deeply rooted in Malaysia’s vibrant, multicultural spirit. Whether through tear-jerking storytelling or clever cultural twists, these films light up screens as much as homes. Read more here.  Related articles: How brands can stay relevant as ChatGPT Atlas redefines discovery    UNIQLO Malaysia responds to claims that Oriental Kopi collab artwork was AI-generated   CMOs must adapt, as global ad spend becomes overwhelmingly digital source

Royal Caribbean has partnered with Singaporean singer-songwriter Nathan Hartono to mark the return of “Ovation of the seas” to Singapore with a bespoke track titled “Come on board with me”. The collaboration celebrates the cruise line’s renewed presence in Singapore and its commitment to creating experiences that resonate culturally as well as onboard. The track, inspired by the spirit of exploration and connection, was written and performed by Hartono, who took his first Royal Caribbean vacation earlier this year. Paired with the track, a social media video shows Hartono exploring the ship’s facilities, lounging by the pool, joining in dances with the crew, and soaking in the onboard atmosphere, before ending with an invitation for viewers to “come on board” with him. Don’t miss: STB banks on music content once again, ties up with Nathan Hartono Hartono said the experience “transformed his perception of holidays”, adding that the song aims to capture the emotions of travel, from wonder to nostalgia. Royal Caribbean said the partnership reflects its effort to spotlight Singapore’s role as a key regional travel hub while tapping into the warmth and adventurous spirit embodied by the homegrown artiste. Guests can hear the exclusive track on board “Ovation of the seas” this season, adding a personal soundtrack to their journeys. From October 2025 to March 2026, “Ovation of the seas” will sail from Singapore on 3- to 8-night itineraries to Malaysia, Indonesia, and Thailand, offering a mix of entertainment and experiences including the North Star observation capsule, RipCord by iFly skydiving simulator, more than 20 dining options, and the line’s signature Two70 shows. “The return of Ovation of the Seasto Singapore invites guests to embark on new adventures, with each sailing unlocking experiences to exciting destinations and memorable journeys across Asia Pacific,” said Chad Grospe, vice president and managing director, APAC, Royal Caribbean. He added, “Music has the power to capture emotions in a way words alone cannot, and Nathan’s artistry makes him the perfect partner to tell this story of adventure, wonder, and connection that bring guests together for the ultimate vacation, perfect for the whole family.” In tandem, Hartono said, “This collaboration gave me the chance to capture that sense of discovery and adventure into a song that people can connect with – whether they’ve sailed before or are just beginning to dream about it.”  The collaboration marks another major brand tie-up for Hartono, who previously starred in the Ministry of Home Affairs’ 2024 SGSecure campaign. In the campaign’s dramatic music video, “Foiled once more”, Hartono played a terrorist plotting to harm the city-state, a creative continuation of the “What’s your role” initiative aimed at mobilising the community to combat terrorism. Related articles: PUB revives iconic National Day ‘Home’ track as part of marketing splash  Gov.sg reimagines iconic Malay track for star-studded Raya music video   Singapore Prison Service shows off vocal chops in original song source

Apple’s iPhone 17 series has captured global attention, with Singapore standing out as a particularly engaged market. According to media intelligence firm CARMA, local interest spiked across X, Reddit, YouTube, and HardwareZone between 24 August and 24 September 2025. Launch-day scenes saw long queues outside Apple stores, as fans eagerly lined up to secure the latest models. Social media sentiment mirrored this excitement: 45% of online mentions were positive, 9% negative, and 46% neutral. Much of the conversation centered on the iPhone 17 Pro and iPhone 17 Pro Max, with netizens debating their value compared with older models and each other. Apple’s new personal AI system, Apple Intelligence, also drew attention. While comparisons with Microsoft and Google generated curiosity, mentions in Singapore skewed negative, with many questioning whether Apple Intelligence lagged behind its competitors. Don’t miss: Survey: Apple’s iPhone 17 colour choices divide Hong Kong netizens In addition, CARMA data shows that discussion tapered off in the weeks following the launch, reflecting the typical spike-and-settle pattern of high-profile tech releases. Men dominated the conversation, accounting for over 70% of users discussing the iPhone 17, with nearly half aged 25 to 34. Everyday users drove most chatter on forums such as HardwareZone and X, while influencers and media outlets remained the most engaged accounts shaping opinions. Other hot topics included Apple’s shift to eSIM-only models, which sparked debates over transfer processes, potential costs, battery life implications, and regional differences compared with physical SIM cards. Durability concerns also emerged, particularly for darker-coloured models, with reports of scratches and scuffs prompting discussion among Singaporean users. The iPhone 17 launch also invited comparisons with Apple’s iPhone 16 release in 2024. Singaporean netizens contrasted Apple with competitors such as Huawei, with innovation dominating the conversation. Huawei’s Mat XT tri-fold smartphone secured over four million pre-orders, while Apple’s iPhone 16 drew more cautious reactions, especially as its AI features were still in test mode. Key iPhone 16 features—including improved cameras and the A18 Pro chip—sparked discussion, but chatter was tempered by concerns over price and limited design changes. Positive conversations about the iPhone 16 focused on the AI feature “Glowtime,” camera control, and the device’s design, representing roughly 45% of mentions. Dissatisfaction accounted for around 9%, while the remainder remained neutral, reflecting measured interest rather than outright excitement. Asia dominates global chatter The iPhone 17 launch also made waves internationally, with Apple unveiling the iPhone 17, Apple Watch, AirPods, and the new iPhone Air, all packed with AI-driven enhancements. Highlights included the AirPods Pro’s automatic translation of spoken text and Apple Watch models leveraging machine learning to flag high blood pressure risks. Asia accounted for 43% of all iPhone 17 mentions globally, reinforcing the region’s role as a key driver of online conversation. Overall sentiment skewed positive, with 52.7% of posts expressing approval and only 9.5% negative. Compared to the iPhone 16 launch, engagement around the iPhone 17 was even more robust. While the iPhone 16 saw excitement over improved cameras, larger displays, thinner bezels, and faster A18 chips, the iPhone 17 discussions focused on Apple’s shift to eSIM-only models, with netizens voicing concerns about physical SIM card availability. The new colour options also drew attention, particularly the absence of a classic black variant. “The excitement around Apple’s launch in Singapore shows how consumers now treat tech releases as cultural events, both online and offline. The queues outside stores and the discussions around AI and camera features reflect a deeper investment in technology that makes daily life easier and more productive. For marketers, this kind of anticipation represents rare, earned attention that few brands achieve,” said Divika Jethmal, head of marketing, CARMA. Interestingly, not all Asian markets shared the same enthusiasm. While users in markets such as Hong Kong showed admiration for its design aesthetics and upgraded features, Malaysian social media users on the other hand, stood out as the most critical with 42% positive, 24% negative and 34% neutral.  Malaysia’s discussions were unique for framing the iPhone launch through political and ethical lenses rather than consumer excitement. Mentions from Malaysia also carried the highest proportion of negative sentiment, largely driven by activism and ethical criticisms surrounding the brand. In fact, the launch saw a flashmob protest outside the Apple Store in The Exchange TRX mall, with activists calling for boycott against the tech giant.   Related articles:  Beyond specs: Apple’s iPhone 17 launch sparks ethical debate among Malaysians  Apple’s final collab with Jane Goodall celebrates creativity’s first spark  Apple’s cinematic stunt proves the iPhone 17 Pro can take a beating  source

Nearly 62% of Singaporeans are more likely to engage with sponsored influencer content. This highlights the continued dominance of creator-driven campaigns in the country’s digital landscape, according to AnyMind Group’s “Singapore Digital Landscape 2025” report. The report draws from first-party data collected through AnyMind’s proprietary platforms, AnyTag (influencer marketing), POKKT (mobile marketing), AnyDigital (digital advertising), and AnyX (e-commerce), and survey insights from 1,355 consumers across the region, including Singapore, Malaysia, Indonesia, Thailand, Philippines and Vietnam. Don’t miss: Is influencer marketing forcing traditional agencies out of the game? According to the study, Singaporeans are especially receptive to high-impact formats, being 49% more likely to engage with influencer-led short videos, 45% more likely with interactive ads, and 32% more likely with in-game advertising. When it comes to ad performance, video ads reign supreme during the consideration stage, particularly those featuring product demos and tutorial-style content. Meanwhile, timing plays a key role in conversions, as Singaporean consumers are most responsive to ads placed three days before making a purchase, said AnyMind Group.  The study also highlights that word of mouth and search remain the most influential channels for driving sales in Singapore, suggesting that trust and intent continue to anchor consumer decision-making even in a fast-evolving digital landscape. Looking at the distribution of influencers in Singapore by vertical, entertainment and fashion & beauty stand out as the dominant categories, giving brands the largest pool of creators to collaborate with. Mid-tier verticals such as food & drink, livelihood, home & shopping, and family & education also show healthy representation. At the other end of the spectrum, news, sport, and travel have the smallest influencer communities in Singapore, an area that AnyMind suggests could present untapped opportunities for brands looking to innovate and diversify its influencer mix. AnyMind Group said the findings reinforce how the traditional linear marketing funnel no longer reflects today’s consumer journey, with audiences engaging across multiple touchpoints and formats before converting. “Singapore’s brand-to-consumer landscape is evolving rapidly – fragmented touchpoints, rising content expectations, and smarter consumers mean the old playbook no longer applies.” said Toh Yi Hui, country manager, Singapore, AnyMind Group. He added, “It’s time for marketers to rethink the marketing funnel in today’s modern era, where the consumer journey is not linear but rather orbital, and there is a need to focus on building continuous, trust-based relationships.”  Related articles: Study: 70% in SG enjoy travel-related brand partnered influencer content Malaysians prefer influencer-led short videos, in-game ads grab attention Report: 54% of Indonesian beauty shoppers trust peer reviews over influencers    source

Deepavali, the Festival of Lights, is a time when homes glow with warmth, laughter, and the unmistakable scent of festive treats. Beyond symbolising the triumph of light over darkness, it’s a season that celebrates togetherness, where families reconnect, communities come alive, and joy takes centre stage. Every year, brands join in the celebration with campaigns that capture this spirit in different ways. Some heartfelt, some humorous, and all deeply rooted in Malaysia’s vibrant, multicultural spirit. Whether through tear-jerking storytelling or clever cultural twists, these films light up screens as much as homes. In 2025, amid a wave of AI-generated posts sending generic Deepavali greetings, a handful of campaigns truly caught our attention at A+M. Beyond our recent features on Maxis, Air Selangor, and Julie’s Biscuits, here are 11 more standout campaigns, listed alphabetically: Don’t miss: Maxis shines a light on ‘Teddy bear doctor’ story for Deepavali 1. Ambank Group Ambank’s “Rhythm of Deepavali”, created together with Studio 17, captures the spirit of the festival through dance and narration in a one-minute film featuring local artist Kamini Manikam performing Bharathanatyam. The video celebrates the essence of Deepavali, from the gleam of sarees to the sweetness of mithai, the colours of kolam, and the warmth of togetherness, all conveyed through the timeless language of classical dance.  For Kamini, Bharathanatyam is more than a performance; it is a sacred language of expression, devotion, and grace. She described it as the rhythm through which she has seen the world and grown into herself. Seeing Ambank choose this art form to tell a Deepavali story moved her deeply. “Of all the ways a story of Deepavali could be told, Ambank chose Bharathanatyam to express the very essence of the festival, capturing its culture, grace, and unity,” she shared on social media. Kamini also praised the care taken in the production, noting the respect, research, and attention to detail in every frame. “It was more than just a shoot, it was a cultural offering, crafted with immense sincerity and reverence,” she wrote. Through its fusion of classical dance, narration, and festive imagery, Ambank’s film offers a heartfelt celebration of Malaysia’s shared heritage this Deepavali. 2. Astro Malaysia and Astro Ulagam Astro Malaysia’s “Ithu Namma Kondattam” (“This is our celebration”) takes a playful, comedic approach, mimicking the twists, turns, and dramatic cuts of a classic Indian TV show. The film follows a family preparing for Deepavali, each member busy with their own tasks, while the matriarch cheerfully watches Astro. Chaos ensues when the electricity trips, forcing the family to grind ginger, garlic, rice, and dal with a food processor. As frustration builds, they even contemplate booking a homestay instead of celebrating at home. Grandma quickly restores order, and humour, by hurling an Astro remote into her son’s bowl of flour, then stepping out of her TV room in dramatic flair, smoke curling from incense fanned for effect. Taking charge, she reveals her collection of old-school stone grinders and coconut graters, guiding the family through preparing ingredients by hand. Through the process, the film underscores the importance of tradition, bonding, and resilience. Grandma reminds her family. “Times may change, we may change, but our traditions, passed down through generations, will always unite us. This is our celebration.” With humour, heart, and nostalgia, the campaign celebrates how Deepavali traditions continue to bring Malaysian families together, even amid modern-day hiccups. 3. CelcomDigi CelcomDigi shines a light on the unsung heroes of Deepavali in its heartfelt 2025 film, “Nam Thadam, heroes of heritage”. Rather than focusing solely on the festival’s lights and colours, the campaign celebrates the artisans, craftsmen, and everyday Malaysians whose skills and dedication keep Deepavali traditions alive. From spice grinders and sweet makers to garland weavers, oil lamp artisans, and jewellery creators, each craft tells a story passed down through generations, preserving the essence of the festival for years to come. Chan May Ling, CelcomDigi’s head of brand and marketing services, highlighted the campaign’s message, that real connection is not just powered by technology but by the people who are the true heroes of culture. “At the heart of our brand is a commitment to spotlight inspiring Malaysians whose stories reflect the spirit of our nation,” she said. In addition, CelcomDigi introduced “Designed by tomorrow’s creators”, inviting young Malaysian talents to create exclusive Deepavali festive packet designs. Each of the three selected designs offers a modern interpretation of the festival, reflecting themes of love, light, unity, and tradition. This Deepavali campaign builds on CelcomDigi’s “Dari mata kita” (“Through our eyes”), short film for Merdeka, that invited Malaysians to see the country through fresh perspectives, highlighting hidden places, unsung heroes, and local traditions that define the nation. 4. foodpanda foodpanda Malaysia’s festive film, “Shoes of kindness”, combines heartwarming storytelling with a subtle call to action for delivery partners. The film opens with a young Indian man diligently making deliveries even in the rain, just a day before Deepavali. Observing his worn-out shoes and tireless work ethic, his colleagues secretly plan a surprise to show their appreciation. During a quiet celebration at home with his mother, the young man is touched when fellow foodpanda riders arrive with gifts, including a new pair of shoes he hadn’t had time to buy himself amidst his busy schedule. The scene captures the joy of community, friendship, and caring for one another during the festive season. After a morning filled with laughter, festivities, and togetherness, he heads back out to continue working, highlighting the dedication and responsibility of supporting his family. The film conveys a simple but powerful message: “Working hard for our families is our responsibility, but on this journey, we are never alone.” It reminds viewers that Deepavali shines brighter when we look out for one another and celebrate the spirit of kindness. Through its mix of cultural celebration and everyday heroism, “Shoes of kindness” emphasizes compassion, connection, and the