Tehbotol Sosro highlights frontliners' efforts in latest Ramadan ad

Beverage company Tehbotol Sosro has launched its Ramadan campaign titled "Memberi Kebahagiaan adalah Kebahagiaan" (To deliver happiness is happiness). The campaign in fronted by a minute-long commercial ad that featured frontline workers such as healthcare workers, delivery couriers, supermarket cashiers, and social workers. Done in collaboration with local creative agency Flock Creative Network, the ad is accompanied with the caption "This time, Ramadan feels different. However, when meeting is not an option, there are those at the forefront, willingly connecting ties. Whatever they do, they all know that giving happiness is happiness. Let's share the goodness in Ramadan."

The ad will be aired until the first week of June 2020. Apart from being aired on seven prominent Indonesian TV stations, it will also be advertised on digital channels, namely YouTube, Vidio, Iflix, and Viu. The ad has garnered 5,745 views on Tehbotol Sosro's YouTube channel at the time of writing.

To make the campaign different from other Ramadan narrative, Tehbotol Sosro encapsulated many perspectives in its ad instead of just one. It also aims to rally Indonesians to support frontliners during this period, whom it considers as heroes whose actions deliver happiness to others. Marketing Interactive has reached out for additional information.

Ade Prabas, creative group head of Flock Creative Network, said the challenge of producing this campaign was to tweak the message into something relevant to both Ramadan and the current situation. He added that another challenge was executing the idea with limited options. "We were lucky enough to collaborate with journalists who have a wide array of powerful images and videos that can be compiled,” he said.

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