Celcom

As digital life grew, Malaysians risked losing something precious: the warmth of real connections. Even during Hari Raya Aidilfitri, a festival rooted in unity, gratitude, and togetherness, celebrations were at risk of being overshadowed by superficial online interactions. Celcom wanted to remind people of what Syawal truly stands for: family, empathy, and community.

We found our way in through culture. Searches for “balik kampung” were peaking, a clear sign that Malaysians still longed for connection. So, we told a story everyone could relate to: a young boy’s journey from chasing material things to rediscovering the glow of gratitude, unity, and love at home. It was more than a festive ad. It was a heartfelt reminder that the best of Aidilfitri comes not from gifts, but from being together.

The response was overwhelming. Top-of-mind awareness climbed 4%, while 81% of Malaysians said they felt more positive towards Celcom, well above the industry average of 72%. The film struck a chord, pulling a click-through rate of 0.85% against a benchmark of 0.29%, and smashing viewership targets with 1.57 million views, 168% over target.

And the recognition didn’t stop there. The campaign brought home Gold at Dragons of Asia for Best Use of Media, Gold for Best Storytelling at the YouTube Works Awards, and became a finalist at MEA for excellence in TV and video advertising. Proof that when you put human connections at the heart of the story, everything else falls into place.