One of the most significant aspects of Deepavali in Malaysia is the amazing, thought-provoking, and emotional ways in which companies produce their Deepavali advertisements, which try to earnestly capture the realities, hopes, and dreams of the Indian Hindu community in Malaysia. This year, in conjunction with the festival period, many prominent brands and establishments have published their own unique advertisements that not only act as a way of branding and publicising their products but also act as an instrument that gives representation to the cultural, religious, and social values and expressions of the Indian Hindu community. Here are a few ads that, through their own perspectives and directions, shed light on the intimate lives of the Indian Hindu community during Deepavali.
Murukku Mella Kirukku by Air Selangor
This sweet and comedic advertisement by Air Selangor expresses the age-old tale of the importance of acceptance within families across generational ties. An aged mother who has been injured has to entrust her daughter and daughter-in-law’s in preparing one of the most significant Deepavali delicacies—the Murruku! While the mother is at first reluctant and dismissive of their capabilities, she soon learns, through careful inspection of their preparation of the delicacy, that they too have the competence to create delicious murukkus. The advertisement, through its comedic and thoughtful writing, evokes the sweet and necessary message that the older generation should lay trust and outmost hope in the younger generation to continue their traditions and heritage.
Time Well Spent by Perodua
Perodua’s advertisement expresses the significance and efficiency of time spent during the festive season of Deepavali. Each act, be it cooking mutton curry or decorating the household with ornaments and koolam, all conveys the absolute importance of time in creating and sustaining the relationship between family members during this festive season. The advertisement reveals very aesthetically and beautifully, through fast-cut edits and transitions, how all these various activities that take time and labour all contribute to strengthening the joy and happiness of families. It is not the act itself, but the bond these acts create through the unforgettable and wonderful memories they form, that is the most precious gift of all of this season.
Maya’s Unspoken Wish by MR.DIY
In keeping with tradition and how Deepavali is about selflessness and charity, this advertisement by Mr. DIY conveys a poignant tale of a girl with a noble and altruistic heart. The advertisement shows a cheerful young girl spending a beautiful day with her friend when she comes across a barber shop. Her male classmate discourages her from going into the barbershop because it’s for boys only, but the young girl defies this gendered convention and goes in anyway. While many might assume the girl would be getting a hairstyle for herself, she instead generously has her hair cut for the sole purpose of donating it to those who are in need of it. This attribute of selflessness and defiance against gendered norms is much needed for the younger generation to grow up to be responsible adults.
Not For Rent by Taylor’s College Malaysia
This short film by Taylor’s College Malaysia is one that grips the audience with the burdening and horrendous reality of housing discrimination that many in the Indian community face. The script boldly reveals the social truth of how landlords have a disgustingly racist preference for non-Indian tenants over Indian tenants. The narrative that unveils shows not only the humiliating conditions that this racist practice pushes many Indians to, but also suggests that through kindness and understanding developing between landlords, tenants, and property agents, the possibility of a harmonious, racially diverse society is achievable.
These are just some of the many works that Malaysian brands and establishments produce as a way of representing and acknowledging their Malaysian Hindu customers and fellow citizens. They evoke the truth of how vital and intrinsic media recognition is to strengthen and affirm the bond a multicultural people have with one another, the nation, and these brands as a whole. These yearly projects not only present a glimpse into the lives of the Hindus in Malaysia but also help people of other cultures learn and understand the cultural significance of Deepavali for all those who celebrate it.
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