News Releases

Singtel urges all to reconnect this holiday season with Christmas video

Singapore, 8 December 2017 – Singtel today released its Christmas video with a simple message – “Let’s reconnect this Christmas” – a reminder to one and all not to let their digital devices get in the way of enjoying the company of their loved ones this holiday season. 

Titled “Ah Ma’s Christmas”, the short film follows a grandmother who goes about Christmas preparations virtually alone as her family members are caught up with their own lives and preoccupied with their mobile devices. While feeling both neglected and excluded, she chances upon an unused phone and resolves to get connected like the rest of her family. Little does she count on a video recording of herself on Christmas Eve inadvertently finding its way back to the family, triggering the final scene where the family learns to lay down their devices and reconnect with grandma.

“It’s a simple tale that warns against the regrettable phone habit of phubbing – where we inadvertently snub others in favour of our mobile phones. In today’s hyper-connected world, it’s easy to lose sight of the most important things in front of us,” says Ms Lian Pek, Singtel’s Vice President for Group Strategic Communications and Brand. “We may be all about connectivity as a company but we also value connectivity in the deeper sense of the word. We’d love to see people dropping phubbing in favour of better relationships! ”  

Digital devices have become a big part of Singaporean life, used for everything from social networking and online shopping to music and video streaming. According to a recent survey(1), Singaporeans spend over 12 hours a day using digital devices with more than three hours of that time spent on their mobile phones. More than one in three believe they spend more time on their devices than talking with their partner or friends.

While phubbing may be one downside of technology, the film also celebrates technology’s ability to bridge the generational gap as is seen when grandma gets the hang of her smart phone.

“Ah Ma’s Christmas also underscores Singtel’s belief that no one should be left behind as we move into the digital economy,” adds Ms Pek. “Digital technology can and must empower everyone, even the elderly and we need to help them get on the bandwagon!” To this end, Singtel has an ongoing Savvy Silvers programme set up to teach digital skills to seniors so they can confidently plug into the digital world.

Produced by creative agency BBH and directed by award-winning filmmaker K. Rajagopal, the film will be aired on Singtel TV and various social media channels from 8 to 30 December.



(1) EY Savvy Singapore Report, February 2017