Campaign Lays Guilt Trip on Students Who Ditch Chinese New Year with Family

With Chinese New Year coming up, Singtel has launched a campaign film ‘From Ma, with Love’, that focuses on the importance of family by featuring a trio of Singaporean students studying in Australia celebrating the fact that they’ve managed to ditch their family for CNY.

The in-house production, done in collaboration with Akanga Film Asia and filmmaker K Rajagopal, opens with three flatmates dubbing themselves “CNY absconders” patting themselves on the back for avoiding the things they don’t like about CNY such as chores, endless eating, and “hanging ugly decorations”.

However, a letter from “Ma” sent along with items from home quickly chills the mood when they realize how much love they left behind by ditching the family for the holidays.


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