The Ramadan playbook: Crafting campaigns that resonate in Indonesia

Ramadan in Indonesia is more than a religious observance; it is a cultural phenomenon that reshapes consumer behaviour, digital engagement, and brand storytelling. Studies show that mobile app usage surges during this period, with eCommerce, food delivery, entertainment, and paylater apps seeing notable spikes, reflecting shifts in lifestyle and spending habits.

For brands, the challenge is clear—how to align commercial goals with these changes while staying true to the deeply personal and communal spirit of the holy month. Marketers must navigate a landscape where authenticity, relevance, and cultural nuance dictate success.

As Ramadan draws to a close, MARKETING-INTERACTIVE spoke with agencies and brands to reflect on their festive campaigns, key takeaways, and lessons to carry into next year.

Tapping into generosity and community values

Ritesh Kumar Singh, director and chief commercial officer at Indosat Ooredoo Hutchison, understands the significance of Ramadan's communal spirit. His brand strategy includes tailoring messages to reflect key Ramadan values such as reflection, generosity, and togetherness.

For instance, Indosat Ooredoo Hutchison's campaign for its IM3 brand had the tagline "Simpelnya IM3, temukan makna untuk bersama" (The simplicity of IM3, discovering meaning together), highlighting the simplicity of staying connected while capturing meaningful moments with loved ones.

Campaigns are timed around Suhoor and Iftar when engagement peaks, maximising reach on high-traffic platforms like YouTube and Instagram. "As a telco brand that services 100 million consumers daily, Indosat Ooredoo Hutchison constantly aims to create a positive impact in our society," he said.

Similarly, Rohan Mahajan, COO of media and creative services at Omnicom Media Group (OMG) Indonesia, emphasised the importance of brand alignment with Ramadan's values. "Ramadan holds cultural and religious significance for Indonesians, making it an important period for brands. As such, we work with our clients to highlight the values of fasting, reflection, and community in their marketing and messaging," he explained.

Previously, brands such as Muslim Pro told MARKETING-INTERACTIVE that the traditional community spirit remains strong. As such, Muslim Pro continues to enhance its platform with features that foster connection, ensuring digital tools complement rather than replace in-person faith-based practices.

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This sentiment resonates with Tri Ilham, strategy lead at FTW — Future Creative Network (FCN). "Brands can't just 'sell' during Ramadan—they must 'connect' first. The messaging must tap into emotions, values, and shared experiences," Ilham added.

That said, digital platforms still play a big part in community building. Ramadan is a cultural reset, shifting daily rhythms—days slow down, while nights pulse with heightened digital engagement, he said. Platforms like TikTok, Instagram, and WhatsApp become hubs of connection, amplifying the spirit of togetherness.

The spirit of togetherness is evident in Indonesians' generosity, with a study by Adjust pointing out 84% of respondents planned to allocate part of their budget to zakat, infaq, and shadaqah—religious donations for those in need. The study also highlights key digital engagement peaks: after Iftar (48%), post-Taraweeh prayers (38%), and early before fasting (24%).

Video and influencer: the ultimate storytelling tool

"Short-form video storytelling outperforms everything," said Ilham, highlighting that TikTok and Instagram Reels have become essential tools. This aligns with today's trends—memes and humour drive engagement, he said. Through the #RamadanDiTikTok initiative, FCW notices how TikTok audiences seek content that playfully reflects their Ramadan struggles in an entertaining way.

This approach extends to brand collaborations, such as FCN's work with Tugu Insurance on the T Mudik Ramadan campaign, which leverages humour and local cultural insights to enhance relevance and audience connection.

OMG Indonesia echoes this sentiment, highlighting video as an engaging, multi-platform tool. "Video is a great approach and works on all platforms as it is engaging and often consumed by audiences," said Mahajan, citing data that projects Indonesia's digital video audience to reach 128.1 million viewers this year.

With more brands competing for attention during Ramadan, video content—especially when amplified by influencers—creates authenticity and buzz, guiding consumers through the marketing funnel, he added.

Ilham agrees that influencers play a key part, pointing to TikTok's Ramadan campaign as proof that snackable content resonates best. "Creator-led content adds credibility—trusted faces help humanise the brand story," he noted, citing the success of campaigns such as Kratingdaeng Ramadan, which repositioned an energy drink to be relevant for those who need to stay active post-Iftar.

Touching or tickling: the power of emotional connection

It's no secret that many brands that succeed during Ramadan go beyond transactional promotions, embracing emotional storytelling. However, it doesn't always have to be a tearjerker—sometimes, a touch of fun works just as well.

"Ramadan content should feel like a warm conversation, not a sales pitch," said Ilham. His team's TikTok Ramadan campaign leaned into relatability and humour, showcasing the struggles and joys of fasting through creator-led content under the "SABAR" (patience) theme.

This year, major brands have broken conventions by embracing diverse forms of comedy. Pizza Hut Indonesia, for instance, took a bold approach with a two-hour-long ad featuring an endless loop of fun and a catchy jingle. Meanwhile, POCARI SWEAT blended horror and humour, leveraging a unique insight—the surge in horror content consumption during Ramadan.

That said, simplicity remains key, as Ramadan ads aim to resonate across generations. Another crucial element is compassion, exemplified in campaigns such as Indosat's video featuring local actor Chicco Kurniawan.

Measuring success: engagement over impressions

While promotions remain an important tactic, leading brands use them strategically to deepen engagement rather than simply drive sales. Singh highlights how data consumption surges during Ramadan due to changes in consumer habits.

"This gives us the opportunity to target consumers with promotions and discounts that will benefit them and showcase our best telco products," he explained. IM3's Ramadan Special Package, for example, emphasises seamless connectivity to help families stay in touch.

Traditional metrics such as reach and impressions are no longer the sole indicators of campaign success. Instead, engagement and brand sentiment take centre stage. "If people don't talk about it, it doesn't resonate," Ilham stated. His team prioritises shareability and organic traction, ensuring campaigns foster meaningful connections rather than passive exposure.

For Indosat, the full-funnel approach is critical. Singh outlines key performance indicators: The company aims to maximise reach and frequency, evaluate engagement through shares and comments, and ultimately turn users into loyal customers, while revenue and return on ad spend remain critical business objectives.

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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