To remind Indonesians to stay hydrated during the month of Ramadan, beverage brand AQUA and its integrated digital agency Lion & Lion created a music video featuring Indonesian singing trio “AIR”. AIR comprises of singers Afgan Syahreza, Isyana Sarasvati and Rendy Pandugo who were tasked to develop a catchy song about hydration.
The tune introduces a new term “Kurmin”, which is short for kurang minum - lack of drinking, to remind Indonesians of the need to maintain healthy daily hydration habits despite fasting for long hours. Since its posting nearly two weeks ago, the video has garnered around 86,000 views, 10,000 reactions and 146 shares at the time of writing. Watch it here:
In a statement, David Webb, head of creative at Lion & Lion said that Ramadan has always been a cluttered period where brands pump out most of their advertising budgets.
“We leveraged on the insight that Indonesians do not drink enough water during the fasting month and coined the term ‘Kurmin’ as a mnemonic tool to easily remind people to drink eight glasses of water. We communicated it through a song to communicate the message of hydration in a catchy way,” Webb added.
Earlier this year, Danone Aqua appointed Lion & Lion as its digital agency for its entire beverage portfolio of Danone Waters in Indonesia. The appointment is for one year and follows a pitch in December 2017. Following the appointment, the agency was tasked with rolling out digital campaigns for Danone Aqua’s AQUA, Mizone, and Vit brands in the earlier part of 2018.