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Maxis pays homage to ‘Amma’ and her wisdom this Deepavali

  • Maxis’ Deepavali festive campaign film, The Most Influential Influencer, pays homage to Amma and her wisdom and light in these digital times
  • Possibilities of technology are immense but needs to be navigated with knowledge, wisdom and humanity - invites Malaysians to share Amma’s words of wisdom to always be ahead with her light
  • Beyond the festivities and food, Deepavali is really about people around us, families, and loved ones

The cultural saying, ‘Matha, Pitha, Guru’, or ‘Mother, Father, Teacher’, shows the importance of Amma’s divine role in the family as nurturer, educator, and bringer of light. In these extraordinary times, Maxis emphasizes the need for Amma’s light to give strength and guidance, with its Deepavali festive campaign film, The Most Influential Influencer.

The film follows the mishaps of Arvind, an aspiring social media influencer, who just can’t seem to get his videos right. Between the negative comments he receives online and mounting tension with his Amma, Arvind has a breakdown. But with Amma’s love and laddu, Arvind finds strength and inspiration in ways he least expects, and the light that brings them closer together this Deepavali.

“Our festive campaign this year is inspired by the brightest of lights, our ‘Ammas’ or the most influential influencers in our lives, whoever they may be, because beyond the festivities and food, Deepavali is really about people around us, our families, and loved ones. Enabling tradition and technology to co-exist and amplify one another, we want Malaysians to bring Amma’s words of wisdom to make the Internet a better place for those seeking guidance and answers too. In conjunction with this year’s Deepavali, we call on Malaysians to share what #AmmaSays, and always be ahead with her light,” said Tai Kam Leong, Head of Brand and Marketing, Maxis.

The possibilities of technology are immense but also needs to be navigated with knowledge, wisdom and humanity. With that, Maxis is inviting Malaysians to share Amma’s words of wisdom and photos on social media, and include with the hashtag #AmmaSays, so that others can find her light easily. Head over to https://www.maxis.com.my/en/campaigns/deepavali2021/ to find out how. 

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