Tag: Ramadan

Kuala Lumpur, Malaysia – Homegrown halal quick service restaurant Marrybrown has recently tapped Dentsu Creative Malaysia for the launch of Marrybrown’s Ramadan Riang Ramadan Raya menu, with a bold, bite-sized, storytelling campaign to match the energy of today’s online audiences.

With Raya being a “superbowl” period in Malaysia, Dentsu Creative Malaysia’s campaign for Marrybrown was delivered to let the local homegrown Halal Quick Service Restaurant stand out through a comedic approach. 

Inspired by Malaysians’ unwavering love for sambal pedas and the excitement surrounding Ramadan-Raya content, the campaign bucked the trend of emotional, long winded narratives, and instead took a fresh, fast-paced approach in delivering engaging, high-impact content that gets straight to the point. 

Blending humour, relatability, and the anticipation of Raya, the campaign features three short episodes, which showcase how Malik, a young working adult who received a good Raya news, that turns into series of excitement. The series is designed to drive engagement across social media, inviting Malaysians to experience ‘pedas tak terkata’ that embraces the thrill of spicy sambal. 

Lynn Low, chief marketing officer at Marrybrown, said, “We wanted to tap into the thrill of Ramadan and Raya in a way that feels true to how Malaysians consume content today—short, punchy, and packed with flavor, much like the dishes we’re offering. This campaign is all about celebrating the pedas-loving, story-craving Malaysian spirit, and what better way to do that than with a spicy, limited-time menu that’s as exciting as the season itself? We’re thrilled to have a partner, like Dentsu Creative Malaysia, that understands our audiences and dared to be different.” 

Meanwhile, Ahmad Nazril Ibrahim, executive creative director at Dentsu Creative Malaysia, commented, “Ramadan is a time of tradition, but also a time of joy and togetherness. With this campaign, we wanted to take that energy and turn it into snackable, entertaining content that reflects how Malaysians interact today. From playful humour to unexpected twists, every piece of content is crafted to keep audiences engaged while celebrating their love for all things spicy.” 

Kuala Lumpur, Malaysia – Global toy company Mattel has launched a social campaign this Ramadon season to keep children entertained and refocused away from the Ramadan fast hunger pangs.

Developed alongside Mediabrands Content Studio (MBCS), Mattel’s #PuasaPlay features a series of creative games using different Mattel toys that help keep kids entertained and distracted from hunger. 

With many Malaysian families encouraging their kids to fast during Ramadan from as young an age as 6, the campaign looks to keep kids engaged through play, to help take hunger out of their minds as they complete their fast.

The social-led campaign, dropped game challenges every few days during Ramadan, with step-by-step instructions on the Mattel toys required and how to go about using creativity and household items to complete the tasks. 

The #PuasaPlay games created are: Make the Jump, Barbie’s Camouflage Dress-Up, Mystery Raya Décor, Thomas & Friends Raya Theme Stations and Mattel Toy Charades. The games feature Mattel toys and games that are popular household names like Barbie, Hot Wheels, MEGA BLOKS Fisher-Price, Thomas & Friends and UNO, and encourage the use of imagination with other Mattel toys.

Additionally, KOLs like @diyanarazip and @diananasir86, took on the game challenges to show parents how to be better prepared and educated with play to support their kids’ fast throughout the day, alongside e-commerce promotions on Shopee and Lazada and a Shopee LIVE #PuasaPlay showcase.

To capitalise on the pre-Raya shopping rush, a collaboration with Toys”R”Us is bringing #PuasaPlay Zones to the malls. Through strategically placed digital billboards, kids will be entertained and encouraged to play interactive Mattel toy-inspired games at mini #PuasaPlay Zones, keeping them engaged and away from the eateries at the malls. 

Yeo Pek Mun, brand manager for SEA at Mattel Continental Asia, said, “At Mattel, we believe that play has the power to transform experiences. With #PuasaPlay, we’re helping parents turn fasting hours into play-filled adventures, making Ramadan more enjoyable for kids while strengthening family bonds.”

She added, “This campaign not only reinforces Mattel’s role in enriching childhood experiences but also deepens brand connection by aligning with cultural moments that matter. By integrating play into Ramadan traditions, we’re creating meaningful engagement with families, driving brand affinity, and showcasing the timeless value of our toys in every stage of a child’s life.”

Meanwhile, Eddy Nazarullah, creative director at MBCS, commented, “Great creativity isn’t just about storytelling—it’s about problem-solving. With #PuasaPlay, we looked at a real challenge parents face during Ramadan and found an unexpected yet simple solution: play. By using Mattel toys in new ways, we transformed waiting into engaging moments, hunger into distraction, and fasting into fun. It’s a campaign that proves creativity isn’t just about grabbing attention; it’s about adding real value to people’s lives.”

Indonesia – To break through Indonesia’s highly competitive food and beverage market during Ramadan, Pizza Hut Indonesia has unveiled a bold and unconventional move—a two-hour-long ad titled “NON-STOP SERU 2 JAM BARENG DIP & CRUNCH.”

Departing from the usual emotional tone of Ramadan ads, the campaign film takes an unconventional approach, featuring a continuous loop of humour and togetherness. It highlights Pizza Hut Indonesia’s 1-metre LIMO Pizza and the newly introduced Dip & Crunch through a playful and unexpected format.

In just two weeks, the campaign gained significant traction, drawing high viewership and engagement. The ad’s extended format and catchy jingle resonated with audiences, reflecting the Ramadan tradition of prolonged togetherness.

Pizza Hut Indonesia’s approach highlights the impact of unconventional marketing in a crowded Ramadan advertising landscape. By stepping away from traditional formats, the brand demonstrated how bold creative choices can capture attention and foster cultural relevance.

Astari Fitriani, senior brand & innovation manager at Pizza Hut Indonesia, said, “As a brand that has been in Indonesia for four decades, we continue to strive to stay relevant by understanding the essence of Indonesian culture towards the Ramadan season and translating it into distinctive creative material to break the clutter.”

Fitriani added, “It might seem like a risky choice, but we are glad that the audience’s reception has been positive. This encourages us as a brand to continuously be a pioneer, pushing boundaries, innovating, and not just sticking with the status quo.”

Kuala Lumpur, Malaysia – Streaming platform sooka, alongside Mediabrands Content Studio (MBCS), have announced a unique Ramadan campaign designed to address the increased social media consumption and fasting challenges faced during the holy month.

Recognising the shift in viewing habits and the prevalence of “doomscrolling” during Ramadan, the sooka Ramadan – Buat Puasa Tak Terasa (ease your fasting struggles) campaign aims to offer a refreshing alternative: engaging content on the sooka streaming platform.

Leveraging insights from Google’s YouTube data, the campaign targets key moments throughout the day when people are most likely to be online – before and after Sahur (pre-dawn meal before the fast), lunchtime, before breaking fast, and after Terawih (evening prayers). 

These times are often associated with challenges like oversleeping or the struggle of viewing food content while fasting. The campaign directly addresses these hurdles, positioning sooka as a solution to make the fasting experience more manageable and enjoyable.

Unlike traditional Ramadan advertising focusing on emotional family issues and food-based ads, the campaign tackles the often-overlooked issue of excessive social media consumption. Instead of simply adding to the noise on social platforms, the campaign aims to provide a compelling alternative.

Kevin Le, executive creative director at MBCS, said, “While every other brand is serving ads around typical festive themes, they don’t actually talk about helping people through a difficult fast. We understand that doomscrolling peaks during Ramadan and happens at key times. We see this as the perfect time to explore sooka as a useful distraction. We understand your struggle, and sooka can help you through this.”

He added, “The Ramadan-themed messages and sooka clips are specifically designed to encourage viewers to shift their focus from mindless scrolling to immersive and fulfilling content on sooka. It’s also our first foray into YouTube Shorts, getting our viewers to go from vertical to horizontal viewing. By acknowledging and addressing the unique challenges of Ramadan, we hope to not only help you through your fast but introduce you to a truly valuable service.”

Indonesia – Embracing the spirit of Ramadan, McDonald’s Indonesia has partnered with Leo Indonesia to unveil a heartwarming campaign that highlights the power of family bonds and shared meals.

The campaign revolves around the concept of ‘Satu Rasa,’ which carries a dual meaning in Bahasa Indonesia: “One Heart, One Taste.” It reflects the deeply rooted belief that the dining table is more than just a place for meals—it is a sacred space where differences are set aside, and unity is fostered through the shared experience of food.

Bringing this concept to life, the campaign film follows two playful brothers—one tattling on the other for skipping his fast, sparking a mischievous retaliation at Suhoor. But as they break fast together at McDonald’s, their bond prevails, serving as a heartfelt reminder that family is life’s greatest gift.

The campaign also highlights McDonald’s Indonesia’s locally inspired limited-time menu, Ayam McD Lengkuas with Sambal Bajak. The film depicts how the aroma of the dish and the bold flavours of Sambal Bajak bring loved ones together, turning a simple meal into a meaningful moment. It reflects the broader cultural tradition of food as a unifying force, fostering connection across different backgrounds.

Caroline Kuriadjaja, associate director of marcomm at McDonald’s Indonesia, shared, “In Indonesia, we believe that the dining table is a powerful symbol of unity, where differences are dissolved and bonds are strengthened.” 

“This Ramadan, we wanted to honour this tradition by offering a meal that not only tastes delicious but also brings families closer. Our new Ayam McD Lengkuas with Sambal Bajak are more than just food; they are a catalyst for creating sweet moments of connection,” she added. 

McDonald’s Indonesia encourages families to embrace unity this Ramadan with its limited-time offering, Ayam McD Lengkuas with Sambal Bajak. The meal reflects the tradition of sharing food as a way to bring people together during the holy month.

Indonesia – Shopping app sessions rose 4% globally during Ramadan 2024, but Indonesia saw an 11% surge, reflecting strong engagement and repeat usage, according to a report by Adjust.

Ramadan drives a surge in shopping as mobile-first consumers seek deals and Eid gifts. The report also highlights a surge in other app categories during Ramadan. In Indonesia and Pakistan, gaming and entertainment app engagement rose by 7% as many users unwind with digital entertainment after iftar, driving increased nighttime activity.

In Indonesia, fasting month routines further boosted mobile reliance, with utility app sessions up 10% for tasks like transportation, bill payments, and productivity. This shift underscores the role of mobile apps in ensuring a seamless and connected Ramadan experience.

To maximise impact during Ramadan, Adjust advises marketers to align their campaigns with these user behaviour trends.

The report finds that user activity peaks after Iftar (48%), post-Taraweeh prayers (38%), and early before fasting (24%). To maximise engagement, brands should time ads, promotions, and push notifications around these high-activity periods. Value-driven offers—such as limited-time discounts, bundle deals, and cashback rewards—can further drive conversions, appealing to price-conscious consumers actively seeking the best deals.

Beyond timing and offers, personalisation plays a key role in user engagement. Adjust highlights the importance of AI-powered recommendations and smart audience segmentation, leveraging browsing behaviour, location, and past purchases to boost conversions. Automated push notifications and in-app messages further enhance the user experience by delivering relevant content at the right moments.

With consumers frequently switching between apps, websites, and social media, a seamless omnichannel experience is essential. A unified strategy across platforms, paired with retargeting on Facebook, YouTube, Instagram, and TikTok, keeps brands top-of-mind and reinforces messaging across touchpoints.

In terms of content strategy, the report notes that videos, live streams, and interactive formats like quizzes and polls drive engagement, while culturally relevant Ramadan themes strengthen user connection. Content around meal prep, fashion, and gifting also serves as key engagement touchpoints, catering to seasonal interests and shopping behaviours.

Moreover, brands can deepen their connection with consumers by emphasising social good and community engagement. Adjust recommends fostering goodwill through charity partnerships, donation-matching programmes, and storytelling that highlights Ramadan traditions, reinforcing brand affinity during this meaningful season.

Finally, as the Eid shopping rush approaches, brands should be prepared with fast shipping, exclusive discounts, and fintech solutions that ensure seamless transactions, capturing last-minute demand and maximising sales.

April Tayson, regional vice president for INSEAU at Adjust, said, “Ramadan is a time of meaningful connection, and brands have an opportunity to contribute by delivering value through thoughtful engagement. With Adjust’s powerful measurement and analytics suite, marketers can optimise every step of the user journey, whether for Ramadan campaigns or year-round strategy.”

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.” 

Indonesia – Google Play and DDB Group Singapore have introduced a new campaign that reimagines family gatherings during Ramadan, turning them into virtual gaming experiences.

Launched on 4 March in Indonesia, the ‘Level Up Ramadan with Google Play’ campaign highlights how gaming has become a shared activity during Ramadan, with families and friends playing together while waiting for Iftar. 

The campaign film video depicts a family’s preparation for the evening meal turning into a friendly gaming competition across generations. A twist in the campaign reveals the family matriarch as the unexpected gaming champion, challenging stereotypes and emphasising that gaming is for all ages.

Additionally, the campaign highlights the convenience of topping up gaming credits through Google Play, allowing players to continue their sessions seamlessly during Ramadan.

Speaking on the campaign, Vinod Savio, CCO of DDB Group Singapore, said, “Our aim was to create a campaign that resonates with the familial spirit of Ramadan while also reflecting the modern dynamics of family entertainment. We wanted to subvert the usual expectations and celebrate the gaming prowess that can come from any member of the family, even the most unassuming ones.” 

The campaign will be featured on YouTube and YouTube Shorts, supported by influencer collaborations. Google Play has also partnered with popular games like Free Fire and MLBB to offer exclusive promotions during Ramadan, providing players with additional in-game benefits.

Amanda Chan, product marketing manager at Google Play, shared, “Ramadan is a time of unity and reflection, and we wanted to ensure our users can enjoy gaming together without hassle. Partnering with DDB Group Singapore, we’ve managed to capture the essence of this season, celebrating the joy of gaming with seamless and secure transactions.”

The campaign follows DDB’s ‘Protect Your Play’ initiative, which launched in August 2024 with Indonesian action star Iko Uwais. That campaign raised awareness about online security risks for gamers and the importance of staying vigilant against cyber threats.

Indonesia – Advertising agency Moonfolks has released a new whitepaper revealing how economic pressures are reshaping Ramadan consumer habits in Indonesia, spotlighting frugal spending, local brand support, and community values.

The whitepaper examines how Indonesian consumers are navigating financial constraints while maintaining the spirit of Ramadan. The research highlights several key trends, including frugal spending, as people become more cautious about their holiday expenses, and growing disinterest in promotions, with consumers now rethinking the value of discounts.

The report also identifies the rise of “Ramadan LocaInomics,” a surge in pride for locally made products, fuelled by boycotts related to the Middle East conflict. Additionally, the study notes a return to core values, with the spirit of “Gotong Royong” (community togetherness) remaining strong, reinforcing Indonesia’s position as the world’s most generous country.

To navigate the changing consumer behavior this Ramadan, Moonfolks’ whitepaper suggests that brands should focus on affordability, transparency, and cultural relevance in promotions. Embracing digital tools like ‘Buy Now Pay Later’ (BNPL) and fintech apps can boost engagement, while purpose-driven campaigns and storytelling create emotional connections. Leveraging AI for precise targeting and adopting a community-centric approach will also help brands connect with local consumers and navigate Ramadan’s complexities.

Commenting on the release, Anish Daryani, founder, president director, and CEO at Moonfolks, said, “In yet another Ramadan shrouded by economic stress, declining earnings, and increasing costs, the ingenuity and creativity of consumers to overcome these challenges leave us with a feeling of awe. We have used these insights, and more, in developing all our Ramadan campaigns this year. We believe having years on the ground gives our brands an edge in staying ahead of the market challenges, ensuring we continue to deliver audacious commerce for them, even in times that are less favourable.” 

Elki Hendria, chief strategy and digital officer at Moonfolks, added, “There’s clearly nothing coming in the way of Indonesians making the most of their Ramadan. We call this the spirit of “Semangat,” which translates into “keep up the spirit” or even “keep fighting.”. “Pantang Menyerah” is another terms we use to imply “never give up”. We saw this during Covid-19, and we’re seeing this again during an economic squeeze. Brands need to fuel this spirit to win the hearts of consumers and a share of their wallets”. 

Indonesia – More than half of Glance users in Indonesia plan to increase their shopping budgets this Ramadan, with 50% expecting to spend over Rp 3m and 22% anticipating expenditures exceeding Rp 5m, according to a report by consumer technology company Glance.

Glance’s report also found that nearly 58% of Indonesian shoppers prefer to complete their Ramadan shopping four weeks before the holy month begins. Notably, big-ticket items like jewellery did not top their shopping lists, with consumers prioritising more personal and meaningful purchases.

Reflecting the festive spirit, clothing and accessories emerged as the top shopping category across both online (66%) and offline (61%) channels. Confectionery gifting was also a popular choice in both formats. Among online shoppers, home appliances (38%), beauty products (34%), and gadgets (34%) ranked high in preference, while offline shoppers prioritised groceries for home-cooked meals (53%), home décor (44%), and DIY hobbies (41%).

Glance, known for its smart lock screens, reported that during the 2024 Ramadan period, content related to ‘Mudik’ saw significant engagement, with 917.5 million glances (views) and 27 million taps.

Ramadan recipes also attracted strong interest as families prepared for Suhoor and Iftar, generating 380 million glances and 7 million taps. Stories about Eid traditions received 185.6 million glances and 4.3 million taps, highlighting widespread interest in cultural heritage.

Additionally, gaming recorded 37.9 million plays, while users spent 298 million hours watching video content. Fashion and health-related topics also drew notable engagement.

According to the report, user activity on the Glance smart lock screen platform peaked during the daytime hours leading up to Iftar, as many users spent more time on their mobile devices before breaking their fast. This period saw a notable increase in engagement with gaming—accounting for nearly 65% of users—along with a surge in time spent on OTT platforms, streaming services, and religious apps.

Bikash Chowdhury, chief marketing officer at InMobi and Glance, also stated, “Indonesian consumers are at the forefront of the digital revolution and among the most active mobile internet users in the Asia–Pacific region. They have made ‘glancing’ a massive phenomenon in the country, engaging with content across entertainment, gaming, and trends, while brand marketers tap into this behaviour to connect meaningfully with their audiences. We are excited to see Glance’s growth story continue to unfold in Indonesia in the coming years.”

“Glance has profoundly impacted how Indonesian consumers engage with content during Ramadan, where the platform saw a 30% increase in time spent and a 23% rise in engagement rates. This transformative shift presents marketers with an extraordinary opportunity to connect with an active audience building brand salience through tailored communication during this important period,” said Vasuta Agarwal, chief business officer of consumer and performance advertising at InMobi.