- During Ramadan, Indonesians think drinking more water helps them stay healthy while fasting. However, the average amount of daily water intake is only 6 glasses vs the recommended 8 per day

- Water is not really seen as a "festive product" during Ramadan vs food and sweets. Indonesians think that drinking sweet drinks is better because it gives them an immediate feeling of thirst satisfaction but this is not true as water is still the most effective form of hydration.

- There is a strong need to increase water consumption frequency during the fasting season of Ramadan and increase the consideration of drinking water for proper hydration.

- AQUA has long been reminding Indonesians to drink 8 glasses of water daily with its 2-4-2 campaign, 2 glasses at dawn, 4 glasses at night, 2 glasses when breaking fast. The challenge is how do we make 242 different this year.

- We coined the term “Kurmin” which is short of kurang minum (lack of water) and communicated the message of healthy hydration via a catchy song. To make it more effective, we partnered with a popular singing group - Trio AIR.

- The music video was amplified in multiple content formats - video cut downs for YouTube and Facebook as well, Instagram Stories.

- Trio AIR, the group who sang the song, also helped distribute the content as their fans shared the music video across multiple social media platforms.