Indonesia – Krating Daeng Indonesia has launched a new campaign aiming to redefine the energy of Iftar, combining a re-energised cultural classic song with a modern take on ‘Takjil’ to connect generations and reflect evolving consumption habits.
Created in partnership with Thai creative agency Yell and Jakarta-based Bailey Capel, the campaign seeks to blend the energy of Ramadan traditions with the vibrancy of modern youth culture.
In Indonesia, where Ramadan is the most significant cultural moment of the year, Yell saw an opportunity to move Krating Daeng beyond its functional role as an energy drink and into the heart of the celebration.
To appeal to both established and younger audiences, the campaign brought together Snada, the legendary a cappella group behind the Ramadan classic Jagalah Hati, and rising star BasBoi, a voice of Indonesia’s new generation. BasBoi not only performed but also added his own lyrics and style, injecting new energy into the original track.
The initiative goes beyond digital platforms, extending into local streets. Recognising that Iftar begins with Takjil—sweet snacks or drinks to break the fast—Krating Daeng introduced custom Takjil recipes, distributed at markets and mosques across Indonesia, positioning the drink as part of the evening ritual.
As the campaign unfolds, the updated Jagalah Hati is playing on local radio, while outdoor media fills Jakarta, showcasing how a Thai creative agency can navigate cultural nuances to produce work that resonates locally while feeling fresh.
The underlying insight is straightforward: Ramadan is, as Gen-Z describes it, the ultimate “vibe”. After a day of fasting, Iftar shifts from spiritual patience to communal celebration. Krating Daeng aims to fuel this transition, merging traditional energy with the dynamism of youth culture.
Commenting on the campaign, Yell’s creative team said, “BasBoi’s energy is exactly what Krating Daeng stands for. There was no lyric review or polished demo phase. We flew to Jakarta, met at the studio, brainstormed, and watched him conjure the track up from scratch in an hour. It was raw and authentic energy.’
