HLB Deepavali: Appa's Cheeky Dancer
1. Film & Branded Content Kancils [1.10 Best use of Cultural Insights in Film & Branded Content]

Financial Services
Hong Leong Bank Berhad
We needed to create a piece of Deepavali communication from HLB. The first in a long time. Tied to HLB's festive message of Seeding Dreams. HLB was coming at this as an outsider brand. We needed to celebrate the Indian community without seeming condescending or overly familiar.
Hong Leong Bank believes that all dreams are worth investing in. Based on the cultural insights from Indian families where parents push their dreams on their kids, how can we encourage our audiences to see that all dreams, no matter how different, are worth pursuing. Using the nuaces, movements and music from indian classical dance, we told the story of this conflict and eventually it resolves through this genre. Through Bharatanatyam music, dance and light, we told an intergeneration story of a father and daughter resolving their differences and finding a way to move forward together.