PUSHING THE
CREATIVE BOUNDARIES
TO CONNECT
WITH YOUR SHOPPERS
From Kantar Most Loved Ramadan Ad 2023, it is evident that brands can be well-connected with their audience by pushing their creative boundaries to go beyond the ‘core’ values of Ramadan. Learning from the winning brands this year, we see advertisements that have pushed the boundaries and evoke complex emotions, tapping into relevant feelings that are rarely expressed on the surface.
Evolving Face of The ‘Core’ Ramadhan Themes The timeless Ramadhan themes of homecoming, kindness, and togetherness have been ingrained in the fabric of celebrations for a considerable time. However, these longstanding themes have now been revitalized with fresh perspectives, breathing new life into them. More personal experience in connecting to others is more prominent in recent times. While the value of Ramadan is still the core context, highlighting personal stories can help brands to be more resonant.
Authentic Experience through Powerful Storytelling During Ramadhan, we can bring all sorts of heart-warming & touching stories, but the differentiator to success is the authentic and powerful ones. A story that is pure and true, a story that has been residing deep in our consumer’s hearts. It is also important to make it impactful for the brand, by showing clarity on how the brand enables them to do so.
Emphasizing ‘Meaningful Intervention in Life Create a portrait that is not just random or small acts of kindness, but rather the power of meaningful interventions that speak volumes. It is the depiction of those moments and actions that are right in front of us but have never been portrayed as a story before.
Engage with humor in simple moments of life To push the creative boundaries is to offer fresh perspectives on these seemingly mundane moments without losing authenticity and relatability. In Indonesia, it is a story that can make people laugh through the little moments, where something amusing and comical can be found on the daily. It is a sign to stop overlooking the simple things in life because it is these seemingly meaningless moments that will create the most meaningful laughter.
