Djarum’s Hikmah Puasa taps Playgroup Asia to explore modern disconnection in Ramadan film

Indonesian conglomerate Djarum Group, through its Ramadan and Eid initiative Hikmah Puasa, has tapped Playgroup Asia to unveil its 2026 campaign, anchored by a short film titled Sambung Silaturahmi, examining the subtle emotional gaps that can exist despite physical closeness.

Launched in Jakarta this February, the campaign moved away from the traditional approach of leaning into themes of familial warmth and festive reunions. Instead, Sambung Silaturahmi takes an observational route, reflecting on how daily connection can quietly erode within the routines of modern life.

Set in a modest neighbourhood, the 20-minute film follows four residents as they navigate everyday responsibilities in the lead-up to Eid. Through ordinary exchanges and small interactions, the narrative suggests that proximity does not always equate to presence. In just 10 days, the video racked up more than 2.3 million views on YouTube.

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The campaign draws from Ramadan’s long-standing association with reflection and togetherness, positioning the holy month as a moment not only for ritual, but for introspection.

The narrative tension heightens when the neighbourhood is plunged into a sudden power outage. Three residents – a young content creator, a baker and a fruit juice vendor – are compelled to appeal to a neighbour who owns a modest generator. When the machine falters, what begins as a practical inconvenience evolves into a shared endeavour, as they work together to restore it.

In the process, the disruption becomes a catalyst for connection. Barriers soften, conversations deepen, and the episode underscores a simple truth: empathy, grace and small, sustaining joys are often rediscovered not in grand gestures, but within the familiarity of one’s immediate community.

“Ramadan holds deep meaning for many people,” said Lita Suryawijaya, corporate communications senior manager at Djarum. “Through Hikmah Puasa, we aim to present thoughtful and inspiring stories that resonate with everyday experiences. This film highlights moments that feel familiar, especially in today’s fast-paced environment.”

Rather than relying on heightened drama, the creative approach remains grounded and restrained. The storytelling centres on recognisable situations, allowing audiences to see their own relationships mirrored on screen. “We wanted it to feel honest and close to everyday life,” Playgroup said. “The situations portrayed are familiar and relatable. We let the moments speak for themselves.”

Beyond the hero film, the campaign extends across social media throughout Ramadan, with a series of activities and inspirational content designed to sustain engagement and encourage participation. By expanding the narrative beyond a single asset, Hikmah Puasa aims to foster ongoing conversation around reconnection and emotional awareness.

Sambung Silaturahmi – starring Amel Carla, Rizky Teguh, Rizky Inggar and Arief Didu – is available on YouTube and Instagram via @HikmahPuasa for the duration of Ramadan 2026.

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