Digi 1 Mascot

Well, actually I still don't quite get the new Digi's advertisement. I'm guessing that their lowest rate of 1 sen for sms is too good so everyone is abusing it/ him.

Anyways, I'm also guessing that their 1 mascot concept must have derived from the 1 Malaysia concept in the first place. Now it's just reversing the idea. How clever is that?!