Throughout Ramadan in Indonesia customers anticipate manufacturers to advertise themselves with particular varieties and themes of commercials – be it fruit syrup, an ulcer medication, oral well being, or dessert merchandise. Historically, these themes will revolve round residence, household, and the goodness of the center. Portraying the nice mom because the nurturer, or household concord, and the model or product because the hero of the story.
Nevertheless, Ramadan this yr is kind of totally different. We now have seen a shift of focus and modifications in tonality within the themes that the advertisements are conveying as they give the impression of being to interact with customers.
We now have recognized 4 new themes which might be rising:
- Properly-being and dwelling life to the fullest
- Acts of kindness
- Creativity opens up potentialities
- Bringing again custom
These themes are in response to how the COVID pandemic impacted the world, how individuals understand their lives now, and the shifts in human interactions and values.
Through the pandemic, we have been remoted, locked inside our properties alone, or solely with our speedy household. We started to worth emotional and psychological well being and well-being, not like earlier than, and we constructed extra intimate and hotter bonds with individuals we believed to share our values – listening to phrases akin to “individuals with the identical frequency” as a method to categorical sturdy connections. Many additionally honed new abilities to fill their time, changing into extra productive than ever earlier than.
The modifications felt and skilled deepened our view of the world and the individuals round us. Thus, many manufacturers responded to this, adjusting themselves to suit into the brand new world’s views.
Within the 2023 Ramadan advertisements, we’re seeing that the individuals or the individual turn into the hero of their story, whereas the manufacturers and merchandise are empowering and enabling them to be one of the best model of themselves.
Properly-being and dwelling life to the fullest
Quick ahead to right this moment, post-pandemic, and we’re seeing individuals popping out extra, dwelling a extra balanced life, and valuing private area and time. Well being and well-being are two massive themes that got here out throughout the pandemic and are nonetheless being carried ahead right this moment. Two manufacturers that carry this theme effectively in Indonesia are SariWangi and Bimoli.
Bimoli conveys that happiness (well-being) is essential, not like earlier advertisements that focus solely on household and well being. At the moment, they’re depicting a extra cheerful, self-happiness message of their commercial.
While SariWangi focuses on enjoyment, enabling individuals to maintain having fun with life, while the tea helps with bodily (ldl cholesterol) well being. They’ve moved away from language that creates guilt and extra into the significance of emotional well being after 2 years of lockdown and isolation.
Acts of kindness
Because the pandemic introduced ache and struggling to many individuals, we noticed a brand new habits within the rise of acts of kindness, derived from the normal, Indonesian long-held worth of togetherness. Individuals wish to assist as a result of they imagine that kindness can alleviate some ache and struggling and we’ve seen three manufacturers which have used this theme for 2023; Mylanta, Teh Botol Sosro, and Royco.
Ulcer medicine commercials are one of the crucial widespread throughout Ramadan in Indonesia, nonetheless, Mylanta is depicting a unique angle from the ‘conventional fasting’ message round Mylanta serving to customers fulfill their fasting obligations. The Mylanta Ramadan advert this yr conveys unhindered kindness in serving to others.
While Teh Botol Sosro though it nonetheless has some conventional parts of breaking quick collectively within the mosque, it portrays this second as an act of kindness and a method to deliver happiness to others.
Curiously, Royco continues to heart the message across the rational and tutorial, but it surely does painting an act of kindness as a part of the story.
Creativity opens up potentialities
One other theme that highlights the brand new abilities that many customers realized throughout the pandemic is the pattern of home made meals which was one of many standard themes on social media. Three manufacturers which might be tapping into this are Nutrijel, Indomilk Kental Manis and Nutella.
Nutrijel has two advertisements that use the identical theme. Though meals creation might a wholly new theme, they’re conveying pleasure in a single’s creativity. While in earlier years, their advertisements have revolved across the mom’s creativity as a method to present her like to her household.
Indomilk takes a slightly totally different angle the place it brings journey experiences in-home as the reply for the two years of limitations and closed borders. Highlighting that creativity can deliver residence different cultures to counterpoint their experiences.
And lastly, Nutella, effectively generally known as a overseas model that has created demand in Indonesia. Nutella is inserting itself into Indonesian traditions, utilizing native snacks to suit the model into the Ramadan repertoire, empowering creativity with fashionable substances.
Bringing again custom
Bringing again custom can also be an essential theme this yr publish the pandemic isolation and three manufacturers are utilizing this theme; BlueBand, Avian Paint, and Glow & Beautiful.
BlueBand is reminding customers that festive cookies and muffins are historically made finest with this model. They return to the custom of visiting and gathering with household, BlueBand is inserting themselves and reminding customers that they’re the normal selection.
Avian Paint additionally reminds customers of the custom’s pre-pandemic; repainting their homes earlier than Eid Mubarak with a view to be able to obtain company.
Lastly, Glow & Beautiful acknowledges that because the social limitations have been lifted and reunions and iftar will return, they’re reminding customers that wanting their very best is essential when seeing those that they might not have seen in 2 years.
General, the commercials throughout this Ramadan are tapping into optimism and hopefulness about life and the long run. Happiness and the cheerful tonality throughout all advertisements are positioning Ramadan and Eid Mubarak because the treatment to combat the awful and depressive recollections of the pandemic.
Gone is the scare and concern messaging, in truth, they’re enabling and empowering happiness and having fun with one’s life to the fullest with positivity and optimism.
This theme will proceed to take increasingly area in customers’ minds and priorities sooner or later, as individuals wish to be hopeful. Subsequently, manufacturers ought to begin carving out their alternatives on this area in order to proceed to be related and join higher with customers.