Indonesia is home to the world’s largest Muslim population making Eid the largest celebration in the country. Fasting and a visit back home are an intrinsic part of the festival making it organic peak for industries like consumer goods, airlines, F&B etc. These categories spend a large portion of their budget during Ramadan leading to a sea of festival communication, deals and promos.

Traditionally Ramadan does not offer an organic spike to categories like shampoo or fabric enhancer and with all brands across the country playing big, we needed our idea to be sticky and entertaining.

Our challenge was to make Pantene and Downy own the conversation during Ramadan, and help arrest category de-growth.

The campaign encapsulated all social media touch points, starting with KOL’s engaging consumers two months before Ramadan, this was followed by the launch of the video online which generated word of mouth and PR 15:1 ratio and within one month received more than 10 million views.

The campaign was also brought alive in all channels across Indonesia impacting increase in direct sales and brand trial growth.