Culture Story- Tet Sum Vay

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Story telling is an art which in digital age gets enhanced when infused with technology.
Belief is key in all cultures but rituals and practices differ. Armed with these thoughts I set up to meet Pepsi Vietnam team, who this season had once again taken the initiative to bring Vietnamese families together with their CSR activity called Tet Sum Vay.




Tet is the lunar new year celebrated in South East Asia to mark the months journey coordinated by the cycles of moon. Lunar calendar has more or fewer than 13 months unlike the solar calendar which has fixed 12 months.

Sum Vay means family reunion. So what is significance of Tet Sum Vay?

Having worked in APAC for a decade had the occasion of learning and seeing cultural activities in the region.
The learnings were list of holidays each country enjoyed which allowed people to meet their families often.


In comparison Vietnam has holidays on labour day, Ho-Chi Minh's Birthday & Independence day, both are clubbed together. The only week long holiday is for lunar new year that is TET SUM VAY.


Significance: Celebrations are better celebrated with families. Busy professionals working & young students living in cities, far away from their hometown and families; many a times over look the fact that their families look forward to meet them and celebrate the festival together. Last minute when they realize or think to go back home, tickets may not be available.

Great Idea: Pepsi comes as a saving grace with their CSR campaign
#Tetsumvay  and makes tickets available to such people.








2015-2016 there were over 5ooo tickets made available. This years campaign also addresses that category of society like people working in essential services, who do not get leave during TET to meet their families.
Pepsi says Thankyou to the Unsung heroes who for their line of work have not had a Tet sum vay for a long time.

The TV series got made on reality cases like ambulance driver, người dọn dẹp or sweeper & bus drivers for TET season.
Having won the pitch, to set precedence I had the opportunity to direct the first story of the ambulance driver in first person narrative in Vietnamese. 
https://www.youtube.com/watch?v=JHU1fnDtfrc
The series of six episodes tells the real life stories of Unsung heroes and young students of Vietnam.


The Digital campaign: https://www.facebook.com/shiuli.mukherji/videos/10154272609301167



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