Here are some of the Deepavali ads created by these Malaysian companies, please take a look it first before reading further.

Inbam by CelcomDigi | Deepavali 2024

PETRONAS Deepavali 2024: ஒன்றாகபிரகாசிப்போம் | Sinar Bersama | Shine Together

TNB Deepavali 2024 – Arulini, Shining Star

Astro Deepavali 2024: Marupakkam | The Other Side

Maxis Deepavali 2024 | Treasured Connections

AmBank Group | Deepavali 2024 | Light of Hope

Taylor’s University, Spark in the Dark | Deepavali 2024

Liberty Deepavali 2024

MR.DIY Deepavali 2024: Petals of Memory

Maybank “The Lighthouse” (Deepavali 2024)

Air Selangor Deepavali 2024 | Tiada Masalah, Cari Masala!

Brighter Together – Deepavali 2024 Malaysia Aviation Group (MAG)

Finally here is the sheer size of the Malaysian Deepavali celebration at Little India, Kuala Lumpur.

In Malaysia, where multiculturalism is a way of life, festive seasons such as Deepavali—known as the Festival of Lights—present companies with opportunities to connect with diverse communities through advertising campaigns. Each year, businesses from various sectors invest millions of ringgit in creating impactful and memorable Deepavali ads, aiming to foster inclusivity, raise brand awareness, and align themselves with the spirit of unity that festivals in Malaysia celebrate.

The Rise of Festive Advertising in Malaysia

Festive advertising in Malaysia has grown significantly, especially for Deepavali, which is celebrated by Malaysian Indians and, more broadly, by those who appreciate its rich cultural significance. For companies, this annual festival offers a unique moment to reach out to the Indian community in Malaysia, which makes up nearly 7% of the population, and appeal to the broader Malaysian society, which respects and often participates in each other’s cultural traditions.

What began as simple festive greetings has evolved into elaborate, high-budget productions that feature short films, digital campaigns, and even interactive content. These advertisements go beyond mere greetings, often exploring themes such as family, friendship, hope, resilience, and unity. Companies are willing to spend significant sums to ensure that these ads are artistically appealing, culturally sensitive, and meaningful, and they hope these qualities will resonate with a broad audience.

Why Companies Invest Heavily in Deepavali Ads

1. Building Brand Equity and Loyalty: Malaysian consumers often appreciate brands that show an understanding and respect for cultural diversity. By investing in ads that showcase the beauty of Deepavali, companies can enhance their image as culturally inclusive, which fosters brand loyalty.

2. Creating Memorable Content: Today’s consumers are inundated with ads, and festive seasons give brands an opportunity to stand out. Deepavali ads often become highly anticipated, with some even going viral due to their emotional appeal. Companies are willing to spend big to create memorable narratives and visually impressive advertisements that keep their brand in consumers’ minds well beyond the festive season.

3. Boosting Sales and Engagement: Major retail sectors, especially FMCG, electronics, and fashion, see an increase in spending during Deepavali. By investing in ad campaigns tailored to the festival, companies can encourage consumers to spend more during this period, thus boosting their sales.

Examples of Iconic Deepavali Ads

Malaysian companies such as Petronas, Tenaga Nasional Berhad (TNB), and Maxis are known for their thoughtful, high-budget Deepavali ads. These companies leverage their advertisements to tell culturally relevant stories that emphasize universal values, often touching on themes of family, tradition, and unity.

For instance:
Petronas : Known for its heartwarming Deepavali ads, Petronas often focuses on intergenerational relationships and the value of traditions, resonating with Malaysians of all backgrounds.
TNB : TNB’s ads frequently mix humor and sentimentality to reflect on the familial bond, emphasizing themes like sacrifice, family support, and the importance of togetherness.
Maxis : Maxis often goes the digital route, engaging with younger audiences through innovative online campaigns, combining local traditions with modern-day scenarios that appeal to a tech-savvy audience.

Impact on Consumer Perception and Social Media

Social media has amplified the impact of festive advertisements. With platforms such as YouTube, Instagram, and Facebook, Malaysian companies reach millions of viewers across various demographics and even beyond national borders. Comments and shares allow consumers to engage with these ads, adding personal stories, feedback, and cultural insights. This user engagement further extends the ad’s reach, making them not just marketing tools but conversation starters about cultural understanding and celebration.

Financial Implications and the Advertising Industry’s Growth

The Malaysian advertising industry sees an uptick in revenue during the Deepavali period, as companies invest in high-quality production, digital marketing, and even influencers who can help spread these ads to broader audiences. On average, major companies spend anywhere from a few hundred thousand to millions of ringgit on these campaigns. This spending reflects the growing recognition that multicultural branding is an asset in a society as diverse as Malaysia.

Looking Ahead: The Future of Festive Advertising

As technology evolves, so will the nature of festive advertising. Virtual reality, augmented reality, and interactive elements are likely to play a larger role in future Deepavali campaigns. Malaysian companies will likely continue to innovate, using digital tools to create more personalized and immersive ad experiences that celebrate the essence of Deepavali and connect meaningfully with consumers.

In conclusion, the millions spent on Deepavali ads by Malaysian companies are more than just an expenditure—they represent a commitment to cultural appreciation, inclusivity, and brand storytelling. These ads not only foster goodwill with consumers but also set the tone for a Malaysia that cherishes its multicultural identity. For companies, Deepavali is an opportunity to be more than a brand; it’s a chance to be part of something larger—a celebration of unity, diversity, and the shared joy that Deepavali brings to all.

Raja Kumar