P&G: #AkuPilihMaafIbu by Grey

Procter & Gamble has launched its Ramadan campaign which focuses on the 2019 Indonesian election that is tipped to produce a winner by 22 May.

The campaign, created by Grey Indonesia, focuses on the insight of making choices and accepting the choices of others, as the voting of candidates mean Indonesians having to make choices and to take sides.

Party lines will be drawn even between the closest of relationships between couples, friends, and family members, including that close-but-often-contentious relationship of mothers and daughters.

The FMCG brand wanted to use Ramadan, the holy month of fasting for Muslims around the world which culminates in the festival of Eid-ul-Fitr (Hari Raya) - when the period of restraint ends in an extravagant time of joie de vivre, festivities and feasting – to bring to life the story of a mother and daughter with opposing views through the early years of the latter’s adulthood.

The campaign film, called #AkuPilihMaafIbu (I Elect Mother’s Forgiveness), shows highest point of tension comes when a mother is faced with a daughter, whose views are the opposite of her own; a mother who feels as though her daughter is rejecting everything, she has worked so hard to teach.

But, at the end of the day, no matter how different the choices, it is the choice to forgive and accept each other that makes the bonds between mothers and daughters even stronger.