P&G helps 810 Indonesian athletes apologise to their mothers for not going home this Raya

P&G has launched a new spot in light of the Raya season which sheds light on national athletes who are unable to spend quality time with their families as a result of training. The move comes as Ramadan falls within the peak training season this year, resulting in athletes having to choose between their mother and their motherland, the statement added.

Together with Grey Group Indonesia, the campaign sees P&G aiding 810 Indonesian national athletes apologising to their mothers in unique ways and involves individual packages of apologies to be sent directly to mothers whose athlete children are unable to come home this Ramadan.

The video features medal hopeful Sri Ranti, illustrating her painstaking experiences as she trains for the upcoming 2018 Asian Games in August this year. She is also seen dedicating her Gold medals from previous tournaments to her mother, through a heartwarming tribute and apology. Since its launch, the video has received over 12 million views at the time of writing.


“Being an athlete is a lifestyle that consumes every aspect of one’s life including the time you have available for your own mother. Mothers are the silent strength behind the success, the ones who understand that such practices will come before spending time with the family. The athletes’ mothers deserve as much credit for their success as they do”, said Daphne Kuah, country marketing manager P&G Indonesia.

Nugroho Nurarifin, executive creative director, Grey Group Indonesia, said in a statement that the idea was centred on making the choice between Mother and Motherland a less painful one

“As an act of purifying oneself, Indonesians ask for each other’s forgiveness during Eid. While national athletes are unable to make it back home for Eid, there is no reason they cannot share their own unique and special apology to their moms,” Nugroho Nurarifin added.

Campaign credits

Executive creative director: Nugroho Nurarifin
Senior art director: Finy Tjong
Copywriter: Juenre Sitanggang
Art director: Devan Rudhinata
Senior graphic designer: Maria Priscilla
General manager: Sharan Sood
Account director: Sawitri Hertoto
Senior account manager: Masayu Difa
Strategic planner: Ilmalana
Digital manager: Oktavianus Daud
Social media officer: Ainun Yasmin
Executive producer: Iqbal Arrasyid
Film director: Upie Guava
Country marketing manager P&G Indonesia: Daphne Kuah
Brand manager: Berlian Dewirani
Assistant brand manager: Mista Kurniawan