SINGAPORE — BBDO Indonesia, with P&G, launched a campaign entitled #MaafIbuDiHidupku, including a video that has reached 27 million views on YouTube.
Ramadan, and its ending celebration, Eid Al Fitr, has a special place for Indonesians. Centered around fasting and giving back, F&B brands often capitalize on this occasion to promote their products and release limited edition packaging for Eid. However, it is not easy for companies like P&G to weigh in and do the same thing.
This year, P&G needed to connect deeper with consumers and stay relevant during Ramadan.
P&G Indonesia awarded the annual Maaf Ibu campaign to BBDO Indonesia this year; BBDO decided to create a campaign about “The Tests of Life,” encouraging everyone to reflect on and appreciate the unseen yet definitive role of mothers.
The collaboration between P&G and BBDO launched the #MaafIbuDiHidupku (Mother’s Forgiveness In My Life) campaign in its fourth consecutive year, making it even more relevant to the audiences as 2020 brought forth unforgettable and unanticipated tests of life for the people of Indonesia.
“We see 2020 as a year where people globally experience various forms of life tests that are very diverse and special. As many Indonesians celebrated the first-of-its-kind #StayHome Eid, we were reminded that our hearts are closer despite the distance. P&G humbly presented the #MaafIbuDiHidupku campaign for Indonesians with a strong message in the spirit of Ramadan and Eid: Even though the challenges separated us and forced us to #StayHome, the role and prayers of our mothers always remain with us,” said Aldrich Gopal, Head of Marketing for P&G Indonesia.
The campaign was launched with the #MaafIbuDiHidupku video on Pantene Indonesia YouTube channel on April 23.
It has reached more than 27 million viewers.
P&G and BBDO Indonesia collaborated with media partner MRA Indonesia Media Group for the Ramadan Maaf Ibu Campaign to build more stories about the role of mothers during this pandemic.
P&G and BBDO also held a virtual press conference for the first time to share news about P&G’s Ramadan Maaf Ibu 2020, which was attended by 30 media publications and 60 moms community members with enthusiasm from attendees sharing their opinion about a mother’s role during Ramadan 2020.
