Muslim Pro turns Idul Adha into a campaign for crisis-hit regions

Muslim Pro is offering an alternative to Hajj and Qurban. For Indonesian Muslims unable to participate in these core Idul Adha rituals, the lifestyle app is inviting them to give differently - by donating aid to crisis-hit regions through its “10 hari terbaik” campaign.

Running from 28 May to 6 June, the campaign transforms Dzulhijjah - a period where the ten days leading to Idul Adha represent a sacred window for devotion and generosity - into a moment of global giving, directing user contributions toward food and clothing for communities facing humanitarian crisis.

While strengthening its brand positioning, Muslim Pro taps into the spiritual urgency of Dzulhijjah, even as the traditional rites of Hajj and Qurban remain out of reach for many due to financial or logistical barriers. As Nafees Khundker, group managing director and CEO of Muslim Pro, put it: “Technology can serve as a bridge to deliver good more broadly and effectively.”

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Muslim Pro presents users with tangible donation options. Starting from IDR 200,000 (US$12.26), contributors can sponsor basic food supplies such as rice and lentils for Gaza residents. IDR 490,000 (US$30.05) can fund 3kg of freshly baked bread, securely packaged for delivery. And with IDR 1.15 million (US$70.21), donors can help Yemeni children stay warm and clothed through a set of essential garments - from jackets and shoes to socks and hats.

Indonesia’s culture of giving lends the campaign a fertile foundation. The World Giving Index 2024 once again named the country the most generous in the world - for the seventh consecutive year. Nine in ten Indonesians regularly donate to charitable causes, whether religious or secular.

And for Muslim Pro, this isn’t a new path. The app has previously collaborated with the Palestine Children’s Relief Fund (PCRF), raising IDR 6 billion (US$368,000) in 2023 for food, clean water, medical kits, and emergency relief in Gaza. In 2024, it continued distributing aid across both Gaza and Yemen in the form of seasonal essentials, children’s clothing, and health-related items.

The campaign doesn’t exist in a vacuum. According to the Integrated Food Security Phase Classification (IPC), every single person in the Gaza Strip - around 2.1 million people - is expected to face food insecurity (Phase 3) between May and September 2025. Nearly half a million are projected to endure the most extreme level of hunger: IPC Phase 5, characterised by famine-like conditions and high risk of death.

Meanwhile, over 9.6 million people in Yemen are in urgent need of assistance. Many of them are children, navigating displacement, conflict, and harsh weather without basic protective clothing or consistent access to aid.

Muslim Pro’s positioning has evolved beyond being a daily prayer companion. With over 170 million downloads worldwide, the platform now sees itself as a spiritual and social enabler - a hybrid between faith and function. Beyond the usual staples (Azan reminders, Quran audio, Qibla compass), it now offers lifestyle content, zakat calculators, AI-powered Q&A features, and even inspiration hubs that reflect the diverse realities of Muslim users globally.

“The Muslim community in Indonesia is known for its strong compassion and solidarity toward humanitarian issues, and the first ten days of Dzulhijjah are a special time to do more good by showing real support and solidarity,” Khundker said.

Idul Adha is the second of Islam’s two major festivals, alongside Eid al-Fitr. Earlier this year during Ramadan, Muslim Pro launched its “40 days of deen” campaign, encouraging users to engage in daily journaling and spiritual reflection through the app.

In a conversation with MARKETING-INTERACTIVE, Khundker previously shared that the journaling tool logged 59,000 entries in its first week. Muslim Pro also introduced the Umrah Pro community feature, which saw over 79,000 posts - highlighting users’ strong desire for faith-based connection.

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