Shampoo brand Pantene, detergent brand Downy, and Grey Group Indonesia have partnered in a new campaign for the Ramadan. Based on the notion of Indonesians asking each other for forgiveness to turn life anew every Idul fitri season, the campaign turns the spotlight on mothers.
When it comes to saying sorry to mothers, the brands recognise that it is not a straightforward affair, especially in a culture such as Indonesia’s where people cannot always be open about how they feel in person. Turning to social media, Pantene and Downy’s ambassadors asked, “What would you ask forgiveness of from Mom this Idul Fitri?”
The 17 best social media posts were selected and the new lyrics of Kasih Ibu (A Mother’s Love), a classic Indonesian song, was pieced together from the posts. The people who wrote the replies were trained in a choir to sing the new rendition, together with Pantene’s brand ambassador, Anggun and Downy’s ambassador, Andien.
The mothers of the 17 winners were invited to a surprise concert under the pretext that their children were part of the concert’s organising committee. Little did they know that they were about to witness their children singing a song of forgiveness to them with two of the country’s biggest pop stars.
The video has been viewed on YouTube over 6.7 million times at the time of writing. The song has even inspired covers with many sharing their personalised song of forgiveness with their Moms.
“Idul Fitri is a season of forgiveness, and we wanted to give a chance to millions of Indonesians to share their truest feelings with the person who matters the most to them: their Mom. The one person who deserves the most beautiful apology,” Daphne Kuah, country marketing manager, P&G Indonesia, said.
“We wanted to channel the very essence of Ramadhan with our latest campaign for Pantene and Downy. A time of spiritual reflection, self-improvement, love, and forgiveness, we think the campaign captured the raw emotions of a child’s love for their mother,” Nugroho Nurarifin, executive creative director, Grey Group Indonesia, said.