In line with Deepavali, SingTel has released a short film featuring two of its Hindu staff preparing for the festival. This year’s Deepavali celebration is definitely different due to the ongoing pandemic. However, all hope is not lost as SingTel wants to share in their latest ad.
With a sombre piece selected to play in the background, the camera follows as two of SingTel’s Hindu staff decorates for the holiday and shares their favourite memory of Deepavali. As we get an idea of what Deepavali means to them, the topic gradually switches over to the current situation and how Covid-19 has impacted them.
For these SingTel staff, they were unable to see their loved ones often for fear of putting them at risk. Having to work from home every day also meant that tensions at home were constantly on the rise and it was easy to clash with family members.
Deepavali this year, then, meant something even more than it usually did. A signifier of light and new beginnings, this festival is a good chance for everyone to put the bad behind them and come together as one. As one of them mentioned, Deepavali is a time to put all negativity aside and to only focus on the positive ahead.
This film aligns with SingTel’s ongoing brand campaign, which encourages Singaporeans to stay positive amidst the current climate, showing examples of how ordinary Singaporeans display tenacity in such trying times. If they can do it, so can you.
The ad, aptly titled “There is light”, follows behind SingTel’s other campaigns including the films “Keeping the spirit of Hari Raya alive” as well as “This is the year”, both of which were released a few months back to commemorate Ramadan and National Day respectively. Of course, the circuit breaker meant that these events had to be celebrated in a different manner than usual, but the spirit was still kept alive by our sheer determination and unity.
Similarly, the spirit of hope brought about by Deepavali can be applied to all of us as we look forward to the rainbow after the rain that is this pandemic. It could even be said to be a happy coincidence that Deepavali comes around as fewer infections occur, resulting in Covid measures easing up and a sense of normalcy returning.
This personal narrative definitely serves to add a sense of comfort and encouragement as a reminder that even the hard times will pass. Indeed, SingTel’s latest ad is a note to us all to stay together and to be there for one another, for that is how we thrive.