Wardah unveils 'Menangkan Langkah Kebaikan' campaign to empower women this Ramadan

Wardah, the Indonesian halal cosmetics brand under ParagonCorp, has launched its "Menangkan Langkah Kebaikan" (Win the Steps of Kindness) campaign to inspire women during Ramadan. The initiative underscores Wardah's commitment to supporting women's self-improvement and societal contributions.

In conversation with MARKETING-INTERACTIVE, ParagonCorp said that the campaign celebrates women who go beyond expectations, particularly during Ramadan, a time when aspirations often extend beyond material goals. Wardah aims to encourage women to embrace their roles and life phases, guided by intention and kindness.

The "Menangkan Langkah Kebaikan" campaign encompasses various platforms and activities such as short film series, television commercials, digital activations, and on-ground activations. The campaign spans five weeks, commencing a week before Ramadan and continuing throughout the month, ensuring sustained engagement.

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The first short film explores the complex mother-daughter relationship. The story follows Zia, who is grappling with her identity and asks her mother to remove her hijab. This emotional narrative captures the personal struggles of self-discovery and faith, aligning with the theme of navigating life's choices with sincerity and purpose.

"Celebrating the natural ebbs and flows of existence, Wardah seeks to harmonise with every Indonesian woman, embracing their journey through any life phase or role," said Iskandar Siva, ParagonCorp's group general manager for creative content and digital production.

ParagonCorp produced the campaign in collaboration with Visinema Pictures, with all three films penned by writer Widya Arifianti. The direction of the short films was each entrusted to Annisa Adjam, Ninndi Raras, and Naya Anindita.

Wardah, established under ParagonCorp in 1995, has been a pioneer in halal cosmetics in Indonesia, consistently promoting beauty that aligns with ethical and spiritual values. ParagonCorp, with over 10,000 employees, operates across Indonesia and Malaysia, offering products that cater to diverse consumer needs.

Last year, Wardah ranked high among the top-selling cosmetic brands, following Hanasui, Pinkflash, and Oh My Glam, according to data from Compas.co.id, which tracks the sales of the top 10 Ramadan brands from 13 March to 2 April 2024. Wardah's moisturiser sales also saw continuous growth throughout May 2024. Within two weeks, the brand achieved sales revenue of IDR 8.3 billion (US$503,300), securing a market share of 3.77%.

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