We are one week away from Chinese New Year 2025 (starting on 29th January 2025)! Singtel recently launched its 2025 Chinese New Year (CNY) 2025 film, with spotlight on Artificial Intelligence (AI) and innovation. Titled “Once Upon a CNY”, this humorous short film features wide and mother Mei, and her struggles with preparations for her family’s CNY celebrations. That’s where AI comes into play, the accidental yet timely intervention of an AI assistant helps Mei to visualise a brave new world where the latest AI technologies allow her to tackle her tasks with unprecedented ease, inspiring her to embrace more smart technology in real life, paving the way for getting everything done in time for the traditional reunion dinner.
Mr Yuen Kuan Moon, Singtel Group CEO, said, “We have always strived to stay abreast of technology to serve our customers better and this year, AI-driven innovation will definitely be front and centre as we bring its transformative powers to our retail and enterprise customers. By showing how AI can even transform everyday life at home, we are underlining our commitment to making AI accessible to all by enriching consumers lives and empowering enterprises to innovate, reinvent themselves and grow.”
Singtel has bring up their game on AI-innovation across its innovations in recent months, from embedding AI in is data centre and ICT arms to deploying AI in its customer service functions.
Empowerment through technology
Singtel CNY 2025 – Once Upon a CNY film starts with Mei facing an empty fridge, a long to-do list and a messy kitchen, the aftermath of a manic bout of pineapple tart making. Her husband and daughter aren’t helping much by giving her more requests until Mei reaches her tipping point, exclaiming in frustration that she cannot be “everything everywhere all at once!” At that very moment, the pineapple tarts that are left in the oven for too long are burnt! Mei then wonders aloud how can she get everything ready in time for CNY holiday.
An AI assistant accidentally appears, answering her call for help, pulling her into an alternate reality to show Mei a spotless kitchen well-stocked fridge and perfectly baked pineapple tarts. Soon after, Mei returns to her own reality inspired and transformed. She uses Wi-Fi 7 to manage smart appliances such as a smart fridge and robot vacuum. These devices turn her chores into a cinch, making time-consuming preparations such as spring cleaning and cooking a thing of the past, allowing the family to bond over reunion dinner.
Mei’s declaration that she cannot be “everything everywhere all at once”, as well as her traversing different realities, are playful nods to the Hollywood film of the same name which also features a challenged mom who learns to “download” skills from alternate versions of herself.
Ms Lian Pek, Singtel’s Vice President of Group Strategic Communications and Brand, said, “The burnt out mom is both universal and relatable, which is why we chose her to demonstrate the very real benefits of deploying best-in-class connectivity and technology at home. This is especially pertinent during festive occasions like Chinese New Year where everyone can arm themselves with the latest technology to make their lives easier. As a company that derives its purpose from empowering customers, this film is about how technology can do wonders in helping us keep traditions alive!”
Singtel Perplexity Pro
Singtel also recently announced that it will be making the benefits of AI easily accessible to consumers by offering customers a free 1-year subscription to Perplexity Pro, an AI search service designed to simplify the process of finding information online. The AI assistant in ‘Once Upon a CNY’ is a tongue-in-cheek reference to Perplexity and its capabilities, including its ability to provide comprehensive responses to queries and generate images.
Highlighting Singtel’s brand impact with thoughtful narratives
Singtel CNY 2025 – Once Upon a CNY film is the latest addition to Singtel’s library of brand stories, highlighting Singtel’s brand impact with thoughtful narratives, the positive impact on people and businesses. You can watch the full film – Singtel CNY 2025 – Once Upon a CNY, here!
Singtel’s last Chinese New Year film, “A Date With Spring”, featured the story of “Uncle Heng”, who uses technology to revive his passion for roller-skating and connect with his community. The festive series, including “Don’t Worry, Be Hoppy!”, “His Grandfather’s Road”, “My Grandmother’s House”, and “The Hunt For The Lucky Tiger”, revolves around the central theme of family bonds. This core message has resonated with many, and the series has accumulated over 56 million views thus far.
Happy watching Singtel CNY 2025 – Once Upon a CNY film! Wishing all a Happy Chinese New Year 2025 in advance!
* Information courtesy of Singtel *