Maya: Pewaris Suara Masa Depan
1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]
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Links:
https://www.youtube.com/watch?v=zP-xzDXiaC4
Product/Service:
Telecommunications
Client:
CelcomDigi
Brief:
Across Borneo, native languages like Iban and Dusun are slowly fading, due to urbanisation and
globalisation. But language isn’t just communication; it’s identity, memory, and culture. As a telco and
tech brand, CelcomDigi wanted to use technology to do more than connect people. We wanted to help
preserve what connects them to their roots. In conjunction with the Gawai and Kaamatan festive season,
the brand set out to celebrate and safeguard East Malaysia’s native tongues in a meaningful, modern
way.
Solution:
Our idea came to life through Maya, an AI chatbot with the personality of a curious, talkative 12-year-old
East Malaysian girl. Speaking in Iban and Dusun, she chats with local speakers, learning more with every
conversation and sharing that knowledge back with the community by asking about their rituals, customs,
and stories. To bring Maya’s mission to life, we gave her a film of her own. In it, Maya journeys across
Sabah and Sarawak, collecting and preserving the region’s languages - mirroring the very purpose of the
AI chatbot herself.
