P&G shows how Ramadan can bring Indonesians together around elections
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 elections will split Indonesians across party lines.
This will affect relationships among couples, friends, and family members, especially the relationship between mothers and daughters, which are often contentious.
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 the 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.
“In this trying period where frayed nerves between mothers and daughters are pulled even further, we wanted every Indonesian daughter to remember all the sacrifices Mom has made – on the surface, it may seem as though Mom is always sitting on the other side of the fence,” said Aldrich Gopal, the country marketing head for P&G Indonesia.
“In reality, what a mother really yearns is for her daughter’s forgiveness and acceptance, especially during Lebaran,” “We wanted to give mothers & daughters two precious minutes to spend together this Ramadan – through the #AkuPilihMaafIbu film.”