Maya: Pewaris Suara Masa Depan

Agency

NAGA DDB SDN BHD

Client

CelcomDigi

Product/Service

Telecommunications

Brief

Across Borneo, native languages like Iban and Dusun are slowly fading, due to urbanisation and
globalisation. But language isn’t just communication; it’s identity, memory, and culture. As a telco and
tech brand, CelcomDigi wanted to use technology to do more than connect people. We wanted to help
preserve what connects them to their roots. In conjunction with the Gawai and Kaamatan festive season,
the brand set out to celebrate and safeguard East Malaysia’s native tongues in a meaningful, modern
way.

Solution

Our idea came to life through Maya, an AI chatbot with the personality of a curious, talkative 12-year-old
East Malaysian girl. Speaking in Iban and Dusun, she chats with local speakers, learning more with every
conversation and sharing that knowledge back with the community by asking about their rituals, customs,
and stories. To bring Maya’s mission to life, we gave her a film of her own. In it, Maya journeys across
Sabah and Sarawak, collecting and preserving the region’s languages - mirroring the very purpose of the
AI chatbot herself.

Credit

Chief Creative Officer: Alvin Teoh
Executive Creative Director: Marzuki Maani, Vix Chandra
Chief Integration Officer: Farrah Harith McPherson
Client Service Director: Nizfaraz Noor
Creative Services Director: Maurice Ching
Art Director: Tuan Syakir, Yogasri Tiagarajan, Syawal Suboh
Senior Eng Copywriter: Imran Roslan
Eng Copywriter: Amirul Shakir
BM Copywriter: Adi Nur Rasyid
Account Executive: Marsha Fareena
Associate Account Director: Juliana Ibrahim
Content Producer: Anand Vengdesh
Project Manager: Lilian Lee

Production House: We Are Project Room Sdn Bhd
Executive Producer, Director of Photography: Fabian Joseph
Director: Dexter Anthony
Creative Project Consultant: Sarah Lois
Production Assistant: Syakirah Rizal
Production Assistant: Eugene Tan
AC: Clifford Tan, Yugan Shanmugam
Gaffer: John Fernandez
Stylist: Saerah Ridzuan, Shikin Norazam
Van Drivers: Mathan Chandrasekaran, Mathan

Post Producer: Erik Moh
Offline: Aliff Noor
Online: Hoyyi, XianGen
Colorist: Nasri Lian

Audio Post Production: Fuse | Adventures in Audio
Audio Producer: Annabel Michael
Music Composer: Li-Anne Kong
Sound Design & Mix: Calvin Ho, Khairul ‘Jony’ Ridhwan
Sound Editor: Tan Earn Liang

AI Chatbot Developer: Replyr.ai
Founder: Dylan Tan
Product Managers: Adam Muqhriz, Nicholas Tay