CelcomDigi has released a Lunar New Year film highlighting Malaysian artisans whose work shapes familiar festive traditions, alongside a youth design initiative and a range of seasonal mobile and digital offers.
The film, titled "Behind The 新", centres on craftspeople whose products and skills appear throughout Chinese New Year celebrations. It features an incense maker, a lion head artisan, a kuih kapit maker, and a calligraphy couplets writer. CelcomDigi positions the film as a tribute to people whose work often stays behind the scenes during major cultural moments.
Viewers follow the long hours that go into producing seasonal items, with an emphasis on manual processes and continuity of practice. The roles are linked to the sights, sounds, and flavours many households associate with Lunar New Year gatherings.
The campaign sits within CelcomDigi's wider brand messaging around connection and identity. It describes connection as more than network access and digital services, and as something rooted in traditions and the people who maintain them.
Chan May Ling, Head of Brand and Marketing Services at CelcomDigi, said the company wanted to spotlight workers who are rarely recognised during national celebrations.
"By honouring these quiet heroes who pour their heart and soul into preserving our cultural heritage, we hope to remind Malaysians that every celebration is built on the love, sacrifice and craftsmanship of those who came before us. This reflects our ambition to build meaningful connections that uplift communities, honour our roots, and preserve our heritage for generations. Just as these artisans work quietly behind the scenes to keep traditions alive, CelcomDigi continues to support over 20 million Malaysians in the background, keeping them connected every day with the widest, fastest and secure network," Chan said.
Youth designs
Alongside the film, the operator is running a seasonal initiative for young Malaysian artists. Titled "Designed by Tomorrow's Creators", the programme invited emerging creatives to submit ang pow packet designs for Chinese New Year.
CelcomDigi selected four designs, describing them as modern interpretations of Chinese New Year traditions. It said the illustrations use personal storytelling to express the meaning of the season.
The ang pow packet programme places the telco among brands using festive packaging and limited-run designs to build cultural relevance. In Malaysia, ang pow packets remain an established part of seasonal marketing and a physical touchpoint for companies that mainly operate through retail networks and digital channels.
Festive offers
CelcomDigi also announced promotions tied to the Chinese New Year period, spanning content streaming, mobile security, device bundles, and handset instalment plans.
One offer is a one-month free trial for StreamMORE Prime Video, positioned as access to "award-winning shows". Another is WebSHIELD for RM1 per month, marketed as a browsing add-on for the festive season.
For hardware, CelcomDigi is advertising "Free 5G phones" with Pakej MegaJimat, limited to customers using CelcomDigi Upgrade. It is also promoting iPhone Air or iPhone 16 on its Easy360 instalment plan from RM54 per month.
This mix of film, community messaging, and promotions reflects a common approach among telecommunications providers during major festive periods, pairing brand storytelling with commercial plans as operators compete on bundles, device affordability, and add-on services.
Market context
CelcomDigi is Malaysia's largest mobile network operator by subscriber base, with more than 20.5 million users. It markets its network footprint and distribution reach as key strengths in a competitive market where consumers frequently switch providers based on promotions and handset deals.
With "Behind The 新", the operator emphasises cultural continuity and the makers behind visible symbols of celebration. It also said it will continue focusing on community-oriented initiatives as it markets services to its customer base of more than 20 million users.