PETRONAS Deepavali - Santapan Kasih
12. Craft Kancils [12.24a Tamil Copywriting, Content Writing & Scriptwriting: Single]
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Links:
https://youtu.be/Brd6h5ltDdM
Product/Service:
Service
Client:
PETRONAS
Brief:
In a crowded festive landscape filled with emotional storytelling, how can PETRONAS create a Deepavali campaign that feels fresh, culturally relevant and genuinely meaningful to Malaysians, while strengthening the brand’s emotional connection with its audiences?
Solution:
THE SITUATION
Like all celebrations, the main highlight of Deepavali is that one meal where family and friends gather. But every party takes work. And it is no surprise that the bulk of the responsibility and the preparation of this gathering falls onto the women. So while the rest of the party enjoys, the hosts, especially the women, are often left stressing out behind the scenes.
THE STORY
For the year of 2025, the theme of PETRONAS Festive story was “Behind Closed Doors”, which celebrated the stories that could only happen in the privacy of 4 walls. And so we chose to tell the story of Shalini who was the perfect hostess when in front of the crowd, but behind the kitchen curtains was struggling to keep things afloat.
THE TURNING POINT
But a film with all tension is no festive film at all. The resolution came through a simple yet meaningful gesture deeply rooted in Indian culture: feeding someone by hand. Recognising Shalini’s struggles, her mother steps in at the right moment to stop Shalini in her tracks and feed her. It is this gesture of love, care, and affection that shows us it isn’t the grand feast that makes our celebrations shine, but the small gestures of love that make it truly meaningful.
