The Jakarta Post
Ride-hailing app Go-Jek went with a lighthearted campaign with its advertisement titled 'Cari Pahala' (Looking for rewards from God). (Shutterstock.com/findracadabra )
Companies are producing family-themed advertisements to increase sales during the holy month of Ramadhan
Indonesian director Joko Anwar took to Twitter to comment on the creative content, praising Ramayana, Go-Jek and Tokopedia for creating unique content.
"In this month of Ramadhan, we are gifted with three advertisements that are very creative and interesting. Hopefully, advertising in Indonesia can continue to become more creative," Joko said in his tweet.
Bulan Ramadhan ini kita dihadiahi 3 iklan yang sangat kreatif dan menarik. Semoga iklan di Indonesia semakin kreatif. Terima kasih temen-temen para pembuat iklan, creative agency, dan para klien yang berani tidak bikin film asal hard-sell. (Iklan Ramayana, Gojek, Tokopedia) pic.twitter.com/4ldsl2M34e— Joko Anwar (@jokoanwar) May 21, 2018
Seperately, Tokopedia brand head Monita Moerdani said the company's current campaign was created specifically for the fasting month. The online shopping platform's two-minute advertisement tells the story of a mother's sacrifice for her son.
"In our opinion, these good values are important to emphasize in this campaign," Monita said in a statement.
Meanwhile, Ramayana went for a lighter tone. Directed by Dimas Djayadiningrat, the department store company released a video that features the qasidah musical art form while depicting a family shopping experience during Ramadhan.
Meanwhile, ride-hailing app Go-Jek went with a more comedic campaign with its advertisement titled "Cari Pahala" (Looking for rewards from God).
"The idea for the #CariPahala advertisement with a child started because we wanted to be different from other brands," Go-Jek brand vice president Cissylia Stephani said.
"We didn't want it to be too much of a hard sell and emotional so we took on a more cheerful theme for it be more easily remembered." (liz/kes)