ParagonCorp pairs children's honesty with adult resilience in new campaign

ParagonCorp is leaning into the emotional nuance of Ramadan with its 2026 campaign, Kebaikan tanpa batas (Goodness without limits), a dual-film effort that explores kindness through two contrasting yet complementary lenses: the unfiltered honesty of children and the quiet persistence of adults.

Rolled out across digital platforms including Instagram, TikTok, and YouTube, the campaign comprises two films – “Baik dari sudut pandang yang jujur” and “Gak pernsh avsen” – each offering a distinct narrative approach while anchored in a shared message: that kindness should not be measured, delayed, or diminished by circumstance.

The first film, “Baik dari sudut pandang yang jujur” (“Good from an honest perspective”), takes on a documentary-style format, featuring candid interviews with children responding to questions about what it means to be kind. Their answers – simple, instinctive, and free from hesitation – form the backbone of the narrative.

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The film positions children as a mirror to adult behaviour. Where adults often overanalyse acts of kindness – questioning intent, timing, or reception – children act without agenda. This contrast underscores the campaign’s central provocation: that overthinking may be the very thing limiting kindness.

“This story reminds us that the meaning of goodness beyond limits comes from those who have never tried to measure its limits. Through the honest perspectives of children, we are reminded that kindness often begins in the simplest intentions and grows when it is shared,” said corporate communication executive Kania Candrika Umar.

By stripping away complexity, the film encourages audiences to return to a more instinctive, sincere form of giving – one that aligns closely with the spirit of Ramadan but is not confined to it.

In contrast, the second film, “Gak pernsh avsen” (loosely translated as “always there”), adopts a narrative storytelling approach. It follows the relationship between a son and his mother, conveyed through imperfect text messages filled with typos and fragmented language.

Yet within these flawed exchanges lies emotional clarity. The son understands his mother’s intentions, illustrating that meaning – and by extension, kindness – transcends perfection.

The film broadens the definition of “goodness without limits” by focusing not on spontaneity, but on consistency. It highlights individuals who continue to show care despite physical, emotional, or situational limitations, where even small acts require greater effort.

“This Ramadan video is a reminder that kindness does not have to be perfect to be meaningful. Through everyday moments that feel familiar to many of us, we hope this story encourages people to continue sharing goodness in their own simple ways. Because in the end, kindness will always find its way back, reflecting the spirit of goodness beyond limits,” said Husna Sani Razanah, corporate communication and employer branding lead.

Both films were produced by ParagonCorp’s corporate communication team and Parastudio, and directed by Iskandar Siva. Together, they form a cohesive narrative strategy that moves beyond traditional Ramadan tropes of generosity tied to scale or spectacle.

Instead, the campaign reframes kindness as both instinctive and enduring – something that begins with pure intention and is sustained through effort, even when circumstances make it difficult.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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