ParagonCorp's Kahf launches Ramadan series 'PejuangBerKahf' with Visinema

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Kahf, the halal lifestyle male grooming brand under ParagonCorp, has launched its Ramadan campaign, "#PejuangBerKahf - Kamu yang Harus Kamu Kalahkan!" (It's you vs you), in collaboration with production house Visinema. This initiative aims to inspire self-improvement and resilience during the holy month.

Rooted in the theme "Jalan Yang Kupilih" (The path I choose), the campaign encourages individuals to break past their limitations and strive for personal transformation, Iskandar Siva, group general manager for creative content and digital production at ParagonCorp, told MARKETING-INTERACTIVE.

As the only male-focused brand under ParagonCorp, Kahf aims to continue to build a movement of self-betterment, engaging its community - known as Kahf Bros - to challenge themselves daily and elevate their lives with purpose and faith, he added.

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Spanning seven weeks, the campaign integrates digital activations, live events, and outdoor placements. The centrepiece of the campaign is a four-episode web series that showcases stories of perseverance within the sandwich generation, highlighting their struggles and triumphs in supporting their families. Accompanying the series is an official soundtrack, "Pejuang Berkahf," performed by renowned musicians Kunto Aji and Armand Maulana.

Beyond the digital presence, the campaign aims to foster direct engagement through PejuangBerKahf Talks: The Turning Point, an in-depth dialogue on personal struggle and transformation, which has drawn 1,000+ youth to Taman Ismail Marzuki. The campaign also features the PejuangBerKahf Ramadan Gathering, an event bringing together over 600 media representatives, community leaders, and government figures for the launch of the web series and OST.

Adding to the immersive experience, Kahf introduces The Discovery Hub, Indonesia's first curated pop-up male lifestyle experience, featuring more than 30 brands at Ratu Plaza from 14-21 March 2025. To further amplify its reach, the campaign strategically places out-of-home advertisements and activations at high-traffic Ramadan locations, including mosques and key mudik travel hotspots.

The campaign's concept and script were developed internally by Parastudio, part of ParagonCorp Creative Hub, before being executed by Visinema. The web series is written and directed by Mohammad Irfan Ramli.

"Inspired by the hadith of Prophet Muhammad, this reminds us that the most challenging struggle is not against others, but within overcoming our doubts, desires, and weaknesses to become the best version of ourselves. True strength lies in self-mastery," said Siva.

By blending faith, culture, and modern storytelling, #PejuangBerKahf aims to create lasting impact beyond Ramadan, inspiring young men to embrace growth and resilience in their life.

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