The telco gathered the support of 60 local music artistes, actors and actresses, TV hosts, DJs, sports personalities, journalists, community leaders as well as children from local Tamil schools for the production of this song. This year Deepavali falls on 26 October.
Produced into three CallerTunesTM, DiGi customers can subscribe to them from now until 23 November. All proceeds will be channelled to The Education, Welfare and Research Foundation (EWRF), a national charitable organisation dedicated to assisting the Indian community.
That includes conducting English education camps for less-privileged schoolchildren from Tamil schools in Malaysia.
The music video production was done by Rhythm Heights, Bigfoot Productions and Veedu Productions, while the print advertising was by Naga DDB. Rhythm Heights is also the digital agency for DiGi's online executions.
Its media agencies are Starcom and Ambi Agency Advertising.
Albern Murty, head of marketing at DiGi, said music has always been an integral part of DiGi’s offerings, and that it is special this time as it is able to bring together 60 individuals to come as one voice for a worthy cause.
“DiGi’s contribution in this ensures that we reach out to customers at grassroots level in ways meaningful to them. I also want to take this opportunity to thank each and every one of the participating celebrities for their time and commitment in towards the success of this effort. This admirable effort serves as a great inspiration for all Malaysians to come forward and do their part for our children’s education,” he added.
Earlier in August, DiGi launched a campaign, entitled ‘DiGi Dear Malaysians’, in tandem with the several festivals occurring in the country. Encouraging Malaysians to apolgise, it speaks to anyone who has ever regretted hurting a friend, argued with a parent, or misjudged a stranger.