Case Board
SA INDIE
Sri Kota Specialist Medical Centre
Healthcare
We were tasked to develop a Deeepavali video which celebrates the meaning of The Festival of Lights. And we found a worthy cause in the plight of Indian women. Indian women have always taken the backseat when it comes to the limelight. Often, playing second fiddle to their husbands and other male family members due to societal and cultural conventions which are still evident here in Malaysia. While recent years has seen an increase of Indian women in the corporate and private sectors and as champions of social causes, there still seems to be a strong conviction in age old conventions which undermine their role in society. Unfortunately, we still hear phrases like “A woman’s place is in the kitchen and with the children.” “A girl should speak less.” “The best thing for a girl is to marry a successful man so that she can have a good life.” in many Indian households all over Malaysia.
Sri Kota Specialist Medical Centre is located in old township of Klang, which has a significant Indian population. And a large part of their medical work force is represented by Indian women. Instead of focusing on the plight of Indian women, we took the opportunity to shed light on their potential through a curious and optimistic girl by the name of Devi. Devi defies archaic beliefs and conventions and follows her heart in all her endeavours, because of the trust and belief of those around her.
Agency
SA INDIE
Executive Creative Director
Sathi Anand
Copywriter
Sathi Anand
Kuben Mahadevan
Art Director
Sathi Anand
Dean Chua
Account Management
Sathi Anand
Vanessa Gan
Production
AREKA Studios
Executive Producer
Sabrina Oh
Film Director
Samuel Chuah
Director of Photography
Samuel Chuah
1st Assistant Director
Tan Shu Mei
Script Supervisor
Kuben Mahadevan
Gaffer/Key Grip
James Tan
Art Department
Façade Creatives
Editors
Samuel Chuah
Chen Yuin Chi
Colorist
Khalif Sultan
Music Composer
Mable Ooi
Masthead Designer
Dean Chua
Iesleezam
