The rapid development of digital technology is encouraging the advertising sub sector to be more creative in presenting something that is different and has a strong appeal to increase public consumption. Uniquely, today's advertisements are not just about selling. Many Indonesian ads are well-crafted with a moral message to attract people's attention, as commonly seen in legendary advertisements welcoming Ramadan and Eid.

The presence of Ramadan-themed advertisements seems to be an obligatory tradition to welcome the Eid al-Fitr holiday. It is not uncommon for advertised products to seem like a "must-have item" to complement the special moments of Ramadan and Eid.

One interesting aspect of Ramadan and Eid-themed advertising is that it serves as a platform for creative competition among players in the Indonesian advertising sub sector, rather than just selling products. Many Ramadan-themed advertisements are created with a cinematic universe concept. In other words, the ad features a long and interesting storyline, starting from the beginning of Ramadan until Eid.

These Ramadan and Eid-themed advertisements also often include profound moral messages. Thus, it can shape consumption patterns and encourage growth in public spending.

If you look back, many Ramadan and Eid-themed advertisements are legendary and are very close to the hearts of the Indonesian people. 

Djarum Ramadan Advertisement

Discussing the legendary advertisement welcoming Ramadan cannot be separated from the Djarum brand advertisement in 2004. Touted to be one of the best Ramadan advertisements, this Djarum advertisement has a very sweet moral message, inviting the audience to clear their hearts and forgive anyone in the holy month.

Not only does it have a neat storyline, but the choice of background music for the Ramadan ad is also very suitable. The Djarum advertisement uses the legendary song of Ebiet G Ade, "Berita Kepada Kawan". The combination of an exciting storyline, the moral message conveyed, and the song selected successfully signify the holy month of Ramadan and welcome Eid al-Fitr.

Photo: Illustration of a unique Ramadan advertisement for Marjan syrup (Envato/Edited)

Marjan Syrup Advertisement

Many people say that when an advertisement for this syrup appears, it is a sign that Ramadan has arrived. Packed with a fascinating story, it makes sense that the Marjan syrup advertisement is almost always looked forward to during Ramadan until just before Eid. Among the numerous Marjan syrup advertisements on TV, the one that highlights the legend of Timun Mas successfully captured attention.

The 2019 Marjan Ramadan syrup advertisement is packaged uniquely and includes elements of comedy. It can be seen from the chase between Timun Mas and Buto Ijo, which lasted all day until just before Eid. Before breaking the fast or Maghrib, Buto Ijo still takes time to break the fast by drinking Marjan syrup.

Apart from Timun Mas and Buto Ijo, there are still many advertisements for Marjan Ramadan syrup with visual quality and packaged like a movie, such as advertisements based on the Reog Ponorogo story, namely “Singabarong dan Kelana" (2021), “Dewi Sri Pelindung Desa Lembah Ajaib” (2022), and most recently about “Putri Hijau” (2024).

Ramayana Ramadan Advertisement

The presence of Ramayana's advertisement welcoming Idul Fitri 2018 is proof that creative economy players in the advertising sub sector always have creative ideas. Although the ad just about encourages people to buy Eid clothes at Ramayana, it does so amusingly and uniquely.

This advertisement made by director Dimas Djay uses the concept of Qasidah, shot in the 1990s, using a karaoke video format. The lyrics also describe a narrative about overseas children who are busy working and almost forget about their parents in their hometown.

Instead of being sad, Ramayana has many comedic elements that are very entertaining. For example, there is a scene where a thug blackmails an overseas boy but still gives the boy some money to keep. One iconic scene is when the heads of the Qasidah ladies emerge from the rice cooker, making the ad even more viral.

Cover: Illustration of the legendary Djarum advertisement (Envato/Edited)