Indonesia – Pocari Sweat has teamed up with Dentsu Indonesia for its latest Ramadan campaign, breaking tradition with a bold horror-comedy approach to highlight the importance of staying hydrated during the fasting season.
Titled “Cairan Tubuh Bocor, Emang Bikin Horor” (“Losing Body Fluids? That’s a Horror!”), the campaign draws on the contrast between Ramadan and horror, using humour to link common dehydration symptoms—dry lips, pale skin, and weakness—to classic horror movie tropes. It also features influencer Fadil Jaidi, his father Pak Muh, and their pet cockatoo, Ocong, whose comedic interactions have gained widespread attention in Indonesia.
The long fasting hours of Ramadan, combined with Indonesia’s tropical climate, increase the risk of dehydration. The campaign aims to position Pocari Sweat as the ideal partner to stay hydrated during this period.
Puspita Winawati, Marketing Director at PT Amerta Indah Otsuka, commented, “Ramadan is one of the most important moments for Pocari Sweat, and each year, we challenge ourselves to find new ways to connect with our audience. We’ve seen how hydration awareness spikes during Ramadan, and this year’s campaign allows us to reach people in an unexpected yet relevant way. For years, Dentsu Indonesia’s team has been a great partner in pushing creative boundaries, and we’re excited to see how this campaign sparks conversations around hydration during the holy month.”
Traditionally, Ramadan marketing in Indonesia is highly competitive, with around 79% of consumers more receptive to ads, which often focus on themes of self-improvement, family bonding, and generosity.
Developed by Dentsu Indonesia, Pocari Sweat’s new campaign takes a fresh approach to Ramadan advertising by tapping into the rising popularity of horror content during the holy month. While Islamic beliefs suggest that demons are locked away during Ramadan, streaming data shows a surge in horror viewership.
Launched through influencer Fadil Jaidi’s social media platforms, the campaign quickly gained traction, reaching 108 million views and 659,000 engagements across YouTube, Instagram, Facebook, X, and TikTok in a week. Beyond its viral success, the campaign highlights the importance of hydration during sahur while taking a creative approach to Ramadan advertising.
Rangga Immanuel, executive creative director at Dentsu Creative Indonesia, commented, “This is the first time that a brand in Indonesia has embraced horror for a Ramadan campaign, and we’re proud to lead the way. At Dentsu, we always seek fresh, insight-driven ideas that break through the clutter, and the surge in horror content consumption during Ramadan presented an unexpected yet powerful opportunity.”
