Gemini enters the multiverse to win over Gen Z with 'Gebrakan Ramadan'

Gemini is looking to reposition itself from a productivity tool into what it calls the “ultimate companion” for Ramadan, as it launches a new integrated campaign, Gebrakan Ramadan Gemini, aimed squarely at Gen Z audiences.

Running from one week before Ramadan through to one week after Eid, the campaign seeks to tap into the heightened pace and emotional intensity of the holy month, reframing Gemini as a platform that can help young consumers not merely cope, but thrive.

The film features Indonesian modern kasidah band Nasida Ria travelling through a multiverse narrative, transforming moments of doubt into decisive action. Within each alternate reality, Gemini is positioned as the enabler – helping users navigate everyday Ramadan decisions, from choosing a spot for communal Iftar gathering to mapping out a suitable workout plan – reframing seasonal overwhelm as something that can be optimised, organised and ultimately elevated.

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Through digital video, out-of-home placements, social content and on-ground activations, the campaign demonstrates practical, creative and unexpected ways Gemini can transform seasonal chaos into a seamless experience. Social-first storytelling and culturally resonant content form the backbone of the rollout, designed to meet Gen Z where they are most active.

The campaign was developed by HudHud, part of the Future Creative Network (FCN). To capture the vibrant tone of the initiative, HudHud collaborated with director Raditya Bramanta (Bramsky) and production house OneBox.

The storytelling is further amplified through original music composed and arranged by Elwin Hendrijanto, adding a distinct sonic layer aimed at deepening resonance with Indonesian audiences.

HudHud describes itself as a creative agency driven by human behaviour, combining strategic data analysis with human-inspired creativity. As part of FCN, it focuses on showcasing a brand’s “magic” while driving urgency towards business objectives through crafted ideation and digital agility.

With Ramadan consistently one of the most competitive marketing periods in Indonesia, Gemini’s Gen Z-focused positioning reflects a broader shift in how brands are reframing utility-led technology as lifestyle companions. In Gebrakan Ramadan Gemini, efficiency is no longer the end goal – elevation is.

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