Singapore Customs pay tribute to Tamil-language comedy in viral video
On 23 Oct, Singapore Customs posted a Facebook reel that went viral.
The video opened with a cinematic shot of the Chief General striding purposefully through a corridor of jail cells in slow motion, with a serious expression.
It featured dramatic close-ups of the official’s hands and silhouette.
Source: Singapore Customs via Facebook
The video also captured the details of his uniform.
Source: Singapore Customs via Facebook
This scene paid direct homage to the iconic entrance made by former jailer ‘Tiger’ Muthuvel Pandian IPS in the Tamil-language action-comedy Jailer 2.
The film was released on 15 Oct, as a sequel to Jailer (2023).
The famous Indian actor Rajinikanth played the central protagonist of the film.
Source: CinemaExpress
Hukum Reloaded, the film’s original soundtrack, played in the background as the Chief General’s colleagues impressively flanked him while he walked towards the end of the corridor.
The officers represented Singapore Customs as a united front.
The video concluded with the slogan: “The entrance is reel. Customs work is real.”
It drew attention to the value of their work as customs officers while drawing inspiration from the action-packed thrill of the movie.
Source: Singapore Customs via Facebook
Underneath, read the celebratory caption: “Our Director-General in the house!”
‘Steady lah, sir’: netizens obsessed with creative homage
At the time of writing, the video garnered over 142,000 views on Facebook while receiving over 57,000 likes on Instagram.
Many fans of Rajinikanth from India flocked to the comments section, excited that a Singapore government agency not only knew about the Indian film but also paid tribute to it in its own unique way.
Source: Singapore Customs via Facebook
Source: Singapore Customs via Instagram
The novelty of this creative homage inspired netizens to express their love and appreciation for Singapore Customs and their national pride.
Source: Singapore Customs via Instagram
On Instagram, netizens praised the creative direction of Singapore Customs’ marketing team, asking that the admin in charge of their social media account be given a raise.
The video tapped into the timely release of Jailer 2 and integrated the concept of being a tough jailer to promote a simultaneously authoritative and light-hearted image of Singapore Customs.
Source: Singapore Customs via Instagram
One netizen pointed out that the concept could easily be adapted for the Singapore Prison Service (SPS) as well.
Source: Singapore Customs via Instagram
They applauded the Chief General for being a good sport and for taking the film tribute seriously.
Source: Singapore Customs via Instagram
In particular, he was also complimented for “auramaxxing” and exuding a commanding energy.
Source: Singapore Customs via Instagram
Some appreciated the acknowledgement of Tamil-language media as central to Singapore’s cultural identity.
Source: Singapore Customs via Instagram
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Featured image adapted from Singapore Customs via Instagram (left) and Sun TV via YouTube (right).