LOTUS'S FESTIVE CAMPAIGNS: Leveraging Cultural Insights For Strategic Storytelling
BACKGROUND
For both Deepavali and Raya, we focused on those all-too-familiar family dynamics to create campaigns that felt real and relatable. Whether it was dealing with the absence of the one person who holds it all together (mother, grandmother, etc), or handling the classic mother-daughter tension during the day of Raya. It was about showing how Lotus’s is always there to make things easier.
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Client
Lotus's
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Year
2024
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Area of Work
Social Media
Content Design
Content Planning
Content Writing
Motion Graphic
-
Client
Lotus's
-
Year
2024
-
Area of Work
Social Media
Content Design
Content Planning
Content Writing
Motion Graphic
BACKGROUND
For both Deepavali and Raya, we focused on those all-too-familiar family dynamics to create campaigns that felt real and relatable. Whether it was dealing with the absence of the one person who holds it all together (mother, grandmother, etc), or handling the classic mother-daughter tension during the day of Raya. It was about showing how Lotus’s is always there to make things easier.
THE GOALS
01
Keep Traditions Alive
Because celebrations should feel like home, no matter what life throws your way.
02
Relatable Storytelling
Telling stories that hit close to home, so people see themselves in every scene.
03
Maximising Content Potential
One core story, countless ways to tell it. We made sure each campaign lived beyond a single ad by breaking it down into bite-sized, shareable moments across platforms.
04
Be Different
Festive campaigns can feel overdone, so we wanted to do things differently—coming up with unexpected ideas that were both unconventional and relatable.
Deepavali, But Make It Mysterious
Deepavali wouldn’t be the same without that one person who orchestrates the whole celebration. But what happens if they suddenly disappear? With Deepavali coinciding with Halloween in 2024, we saw the perfect opportunity to do something unexpected — and that's how the Deepa-ween crossover came to be.
A Cinematic Approach
We did our fair share of research—experimenting with lighting, fog machines, suspenseful editing, and even the bracelet-shaking sound effect inspired by psychological horror comedy film, Chandramukhi. We wanted to create just the right amount of tension to keep viewers hooked, but without making it too scary.
Raya: Double the Rezeki and Give it to the Next Person
With “Sama-Sama Riang Berganda” as our tagline, we wanted to highlight what Raya is really about—sharing rezeki and celebrating together. The thought was, when you save more with Lotus’s, you’re not just preparing for yourself, but for the people around you too. Whether it’s passing on a little extra rezeki to your neighbours or having everything ready for the dreaded visit by your mother, it’s all about making the most of the festive season.
Maximising Content Across Platforms
From the start, the goal was to make the most out of the main digital video commercial. How can one key piece of content be expanded into multiple contents? By breaking down the core story into different bite-sized clips each serving their own purpose, we ensured the campaign had a longer shelf life and reached audiences in different ways.
