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Ramadan advertisements: Reflections of tradition and change
‘Just showing a whole family getting together, having a meal, that doesn't work anymore because that has become a template. The ads that do really well are ads that are more personal, that are really bold.’ - Suresh Subramanian, CEO of Kantar Indonesia
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T
here’s this movie in my mind, remnants of a short clip I saw when I was younger. The first frame shows a man listening to the car radio, stuck in classic stand-still Jakarta traffic, eager to get home to his family. Out of nowhere, someone hands him a bottle, though the logo isn’t quite clear in my head.
After hours of racking my brain and wondering why these images are in my head, it hit me: it was probably a commercial for Teh Botol that usually comes on during Ramadan. I have not been able to find that commercial on YouTube or any other platform though, so if it does exist, it is probably only in my memory.
As a Catholic born and raised in Indonesia, Ramadan has always been a happy time for me. From the first sighting of a ketupat to the sound of pots and pans before sunrise, culminating in vibrant fireworks, the holy month is always something my family and I look forward to.
As a child who spent a considerable amount of time in front of the television, the new commercials that pop up during this season are the cherry on top. This treat could soon be a fading memory, lost amid the rise of streaming services devoid of advertising interruptions.
The Ramadan commercials of Indonesia to me are analogous with the Superbowl commercials in the United States, another cultural phenomenon I look forward to, as I belong to the minority who actually enjoy commercials and trailers.
It’s high time for us to stop sleeping on good Ramadan commercials that are not just a means to sell us products. I implore you, dear readers, to join me in this obsession this year.
Seasonal storytelling
