Spark In The Dark' - Taylors Deepavali

Agency

Imagineers Film PLT

Client

Taylors

Product/Service

Festive Web Film Deepavali

Brief

Conventionally, Deepavali ads revolve around heart-warming topics such as festivities, family and culture. However, we wanted to shine a light on the true essence of Deepavali – celebrating the victory of light over darkness, and knowledge over ignorance. This sparked an ideal collaboration with Taylor’s University, which has never shied among from championing hard-hitting social issues such as discrimination, gender equality, disability and more.

Solution

For Deepavali 2024, the topic of choice was a timely one regarding cyberbullying. With statistics showing Malaysia as one of worst nations in the world for cyberbullying, as well as increasing high profile incidents, there was a great need to address cyberbullying’s devastating effects and how society should respond. Deepavali provided the perfect backdrop for such a bold and critical message, as this was a festival that painted a clear association with ‘being the light in darkness’.

Rather than focusing on the bully or victim, ‘Spark In The Dark’ looks to the average bystander and challenges them to stand up. The choice of a narrative-driven music video gave a fresh stylistic twist to a message which could be preachy if told too straightforwardly. The film also featured a cameo by local Indian influencer Arwind Kumar, adding prominence to a campaign which organically made waves among Malaysian audiences and news outlets.