Ramadan ads in Indonesia that touched our hearts and lit up smiles

While Ramadan ads in Indonesia are a major annual spectacle, they also present an exciting opportunity for brands to create meaningful connections with audiences. Each year, marketers rise to the occasion, blending cultural resonance with creativity to deliver campaigns that celebrate togetherness, gratitude, and joy.

This season, screens have been filled with heartfelt narratives, humour, and thought-provoking messages—each leaving a lasting impression beyond just product placement.

Here are some of our favourites, from ads that touched hearts to those that sparked joy. As we approach the end of Ramadan, let's celebrate the commercials that captured the spirit of the season and resonated with audiences across the country.

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1. Bank Central Asia (BCA)

BCA redefined the meaning of victory this Ramadan with "Gigih Raih Kemenangan" (Persevere for Victory), in collaboration with Flock - Future Creative Network (FCN). Instead of focusing on traditional notions of success, the campaign highlighted perseverance and resilience as the true measures of triumph. At its heart is Juang, a man whose journey through personal struggles within his family reveals that real victory comes from persistence, support, and the courage to keep moving forward.

BCA seamlessly integrated its digital banking platform, myBCA, into the narrative, showcasing how its features—QRIS for transactions, paylater for flexible purchases, virtual accounts for zakat payments, and other financial tools—support daily life during Ramadan.

"Ramadan is a much-awaited time for Indonesians, and with this year's Ramadan campaign, BCA extends its greetings by inspiring those who are fasting to persevere in their observance, both through acts of worship and by sharing goodness," said Adrian Hermansyah, BCA's vice president of marketing communications.

Directed by Ica Lawendatu and produced by Buat Apa Mudah Films, the campaign marked another milestone in BCA's six-year partnership with FCN.

Read more here.

2. Wardah

Wardah, Indonesia's leading halal cosmetics brand under ParagonCorp, launched the "Menangkan Langkah Kebaikan" (Win the Steps of Kindness) campaign to inspire women during Ramadan.

This initiative reflects Wardah's commitment to empowering women by encouraging self-improvement and meaningful contributions to society. The campaign celebrates those who go beyond expectations, particularly during Ramadan—a time when aspirations often extend beyond material success.

Running for five weeks, the campaign features short films, television commercials, digital activations, and on-ground events. The first short film explores the mother-daughter dynamic, following Zia as she navigates self-discovery and questions her faith, asking her mother to remove her hijab. This emotional narrative aligns with Wardah's theme of embracing life's choices with sincerity and purpose.

Read more here.

3. POCARI SWEAT

POCARI SWEAT took an unconventional approach to Ramadan advertising, blending horror and comedy in a campaign that breaks away from festive norms. Tapping into the rising consumption of horror content during Ramadan, the campaign humorously links dehydration symptoms to horror movie tropes.

Titled "Cairan Tubuh Bocor, Emang Bikin Horor" (Losing Body Fluids? That's a Horror!), the campaign features popular influencer Fadil Jaidi, his father Pak Muh, and their pet cockatoo Ocong, delivering an entertaining yet important message about staying hydrated while fasting.

"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," said Puspita Winawati, marketing director at Amerta Indah Otsuka, POCARI SWEAT's producer and distributor in Indonesia.

Read more here.

4. McDonald's Indonesia

McDonald's Indonesia celebrated Ramadan 2025 with a heartwarming campaign that underscores the power of shared meals in strengthening family bonds. Introducing a limited-time menu, Ayam McD Lengkuas with Sambal Bajak, the fast-food giant embraces local flavours to capture the spirit of the holy month.

At the core of the campaign is the phrase Satu Rasa, meaning One Heart, One Taste, reflecting Indonesia's deep-rooted belief that the dining table is a space where differences fade, and connections deepen.

The campaign's centrepiece is a short film featuring two young brothers navigating sibling rivalry during Ramadan. From playful pranks—like disrupting Sahur and stealing the last piece of chicken skin—to heartfelt reconciliation over Iftar at McDonald's, the story highlights how family ties endure beyond fleeting quarrels.

Read more here.

5. Google Play

Google Play shook up Ramadan traditions with a campaign that transforms family bonding into an unexpected gaming battle. Launching in Indonesia on 4 March in collaboration with DDB Group Singapore, the "Level Up Ramadan with Google Play" campaign explores the shared gaming habits that bring families together while waiting for Iftar.

At the heart of the campaign is a playful twist—what begins as a friendly family competition escalates into a high-stakes battle, culminating in a surprising reveal: the family matriarch is the mastermind behind a powerful in-game Orc. This unexpected moment not only adds humour and excitement but also challenges gaming stereotypes, proving that anyone—regardless of age—can dominate the game.

Beyond entertainment, the campaign highlights Google Play's top-up system, ensuring that players can stay in the action without interruptions.

Read more here.

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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