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A little Singaporean girl finds Santa in a subway in new Singtel Christmas film

Continuing its tradition of festive-themed commercials, Singtel has released a short film called ‘Grace’s White Christmas’.

The film was developed by an in-house team in collaboration with production house Akanga Films Asia. It tells the story of a young girl who concludes a down-and-out busker in a Santa costume, playing Christmas carols in a subway, is the real Santa Claus.

Introducing Singtel’s 2018 festive short film! The story revolves around Grace and a struggling busker who dresses as Santa. Grace wants a puppy and a white Christmas this year but can “Santa” make her wishes come true?

Posted by Singtel on Sunday, 18 November 2018

Speaking about the film, Singtel’s VP of group strategic communications and brand Lian Pek said: “When we drilled down to what’s important when celebrating Christmas, it’s about giving and connecting, and doing so beyond one’s immediate family and friends.

“Very often, the pressures of modern living can distract us from this. Our wish for Christmas is for more meaningful connections which can sometimes be found in the most unlikely of places.

“At the end of the day, I’m sure we all agree that the act of giving always makes the giver richer in spirit.”

Singtel has previously made festive themed films like Ah Ma’s Christmas and Mr Lim’s Reunion Dinner for Chinese New Year which have racked up several million views on Facebook and YouTube.

Speaking about Singtel’s approach to these films, Pek said: “People want more emotion and less selling to.

“Customers are more discerning than we think and want to engage with companies whose values they share. Our focus on narrative has resonated with customers on an emotional level that is building brand love and loyalty.”

The film is scheduled to air on social media channels and on Singtel TV from November 22 to December 31.

Credits:

Director: K. Rajagopal

Producer: Fran Borgia

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