As the Chinese New Year festive season approaches, Maxis is ringing in the celebrations with a message to all Malaysians on the importance of health and family togetherness this festive season. The campaign was created by Publicis and directed by Rajay Singh through Directors Think Tank.
True family prosperity takes on a different meaning, as depicted in Maxis’ latest festive film, Little Lion. A seven-year-old boy, aspiring to be a lion dancer in his family’s famous lion dance troupe, is frustrated when everyone in the family is more occupied with daily chores instead of training in a challenging pandemic environment. But as the young boy discovers, wealth and fame are not everything – most importantly, the family stays healthy, together.
“While wishing each other prosperity is synonymous with the Chinese New Year, perhaps in recent times there has been a shift in priorities. We’d like to share with Malaysians a different perspective that the more profound meaning of the season is often taken for granted – our health and that of our loved ones and being healthy together. During this festive time of the year, and more so in times like these, Maxis is committed to enabling families to Always Be Ahead by staying healthy together through the power of digital connectivity and social media,” said Tai Kam Leong, Head of Brand and Marketing, Maxis.
Maxis is also inviting families in Malaysia to be active and healthier together on social media, through a series of fun CNY activities, inspired by the movements of lion dancing. Local influencers, Shaine, Audrey Ooi, Jestinna Kuan, Jorise Lee and Joe Chang, will be kickstarting the contest by showing off five movements inspired by lion dancing for the public on social media. Participation is open to all Malaysians.