Ramadan through a modern lens: campaigns from Indonesia in 2026

Ramadan has long been a cornerstone of Indonesia’s marketing calendar. In 2026, however, brands are broadening the storytelling. Rather than depending solely on nostalgia or heightened sentimentality, campaigns are exploring subtler expressions of connection – from the quiet sacrifices made within families to the emotional gaps that can linger even when people share the same space.

Across these campaigns, several patterns begin to emerge. Many place everyday situations at the centre of their narratives, favouring small, relatable moments over dramatic storytelling. Others highlight the intersection between tradition and contemporary life, reflecting how technology, work and digital culture increasingly shape the Ramadan experience.

While the core themes of generosity and faith remain intact, brands are increasingly framing Ramadan through a more modern lens. Here are our picks of Ramadan campaigns in Indonesia for 2026 – those acknowledging the realities of today’s fast-paced lives while still celebrating the deeper values of the holy month.

Don't miss: Ramadan ads in Indonesia that touched our hearts and lit up smiles

1. Djarum

Indonesian conglomerate Djarum, through its Ramadan and Eid initiative Hikmah Puasa, partnered with Playgroup Asia to launch a short film titled Sambung Silaturahmi. The 20-minute narrative explores the emotional gaps that can quietly develop between neighbours and friends, even when they live side by side.

Set in a modest Jakarta neighbourhood, the story follows four residents navigating everyday routines as Eid approaches. Through small interactions and moments of tension, the film reflects on how modern life can gradually erode daily connections.

The turning point arrives when a sudden power outage disrupts the neighbourhood. Several residents rely on a neighbour’s generator, and when the machine breaks down, they are forced to work together to fix it.

What begins as a practical inconvenience ultimately becomes a moment of reconnection. By grounding the narrative in ordinary circumstances rather than dramatic conflict, the campaign highlights how empathy and understanding can emerge from the simplest shared experiences.

Read more here.

2. Canva

Design platform Canva has launched its first Ramadan campaign in Indonesia with #DigordeninCanva, transforming more than 20 warungs across Jakarta into creative billboards.

The campaign draws inspiration from the Ramadan tradition of “digordenin”, where food stalls cover displayed dishes with curtains during fasting hours as a sign of respect. Instead of ordinary fabric, Canva redesigned these curtains into colourful creative canvases featuring playful messages that highlight the ease of designing with the platform.

Local creator and curtain entrepreneur Kak Jill anchors the campaign, using social media content to spotlight the creativity of Indonesia’s MSME community. Through TikTok Live sessions, small business owners are also invited to share their stories and promote their stalls.

Alongside the physical activation, Canva is strengthening in-platform localisation with more than 33,000 Ramadan-themed templates and collaborations with local creators, reinforcing its ambition to embed itself within Indonesia’s everyday creative culture.

Read more here.

3. Telkomsel

Telkomsel has introduced its annual festive initiative under the banner “Telkomsel Siaga 2026 – Jalani Ramadan sepenuh hati (tombol hati)”, positioning the brand as both a connectivity provider and a supporter of meaningful moments during the holy month.

Developed with FCN Creative – Flock, the campaign runs across television, digital platforms, out-of-home placements and on-ground activations. At the centre of the storytelling is the concept of a “tombol hati”, or heart button, representing sincerity in everyday actions.

The film focuses on quiet moments that define Ramadan, from early-morning sahur preparations to the anticipation of breaking the fast. These scenes aim to reflect the lived experiences of Indonesians rather than grand, stylised narratives.

By framing connectivity as an enabler of presence, Telkomsel positions its technology as an invisible companion that helps families and communities stay connected throughout the season.

Read more here.

4. BlueBand

BlueBand’s Ramadan campaign, developed by McCann Singapore, centres on a simple but symbolic device: a spoon.

The hero film follows a young girl named Putri who, unable to fill her spoon with food during fasting hours, instead fills it with acts of kindness. Inspired by meals prepared with BlueBand, she spends the day helping her family prepare food and charity packages for those in need.

The spoon becomes a metaphor for the broader meaning of Ramadan – suggesting that fulfilment comes not only from nourishment but from generosity and compassion.

Beyond the film, the campaign expands into digital with a social activation inviting families to share how they “fill their spoons” with good deeds, reinforcing BlueBand’s message of holistic growth and values.

Read more here.

5. Gemini

Google’s Gemini is targeting Gen Z audiences with its Ramadan campaign Gebrakan Ramadan Gemini, positioning the AI tool as a companion for navigating the busy rhythm of the season.

The campaign film features Indonesian modern kasidah band Nasida Ria travelling through a multiverse narrative where different realities present everyday Ramadan dilemmas. In each scenario, Gemini appears as the solution that helps users organise and optimise their decisions.

From planning communal iftar gatherings to mapping out workout routines, the campaign demonstrates how AI can simplify everyday tasks during a particularly busy time of year.

Through social content, digital video and on-ground activations, the initiative reframes Gemini not just as a productivity tool but as a lifestyle assistant that helps young audiences manage the pressures of Ramadan.

Read more here.

6. Bank Central Asia (BCA)

Bank Central Asia (BCA) has rolled out a new campaign titled “Ramadan do it better on myBCA”, combining emotional storytelling with a focus on the digital features of its banking app.

At the centre of the campaign is a story about a father who quietly carries a heavy burden for the sake of his family. The narrative highlights the often-unseen sacrifices that underpin family life during Ramadan.

Produced by Buat Apa Mudah Films and directed by Ica Lawendatu, the film takes a cinematic approach while maintaining a reflective tone that resonates with the spirit of the season.

Running across television, digital platforms, cinema and out-of-home placements, the campaign positions the myBCA app as a practical companion that helps customers manage their finances more smoothly throughout Ramadan.

Read more here.

7. XL

Telco brand XL’s campaign for Ultra 5G+ explores a modern tension between digital demands and spiritual presence during Ramadan.

Created by Indonesian agency SALVO, the film follows a young woman who returns to her hometown during the annual mudik journey. Just as she settles into the calm of the holiday, an urgent work request disrupts her moment.

Instead of lingering stress, the interruption is quickly resolved thanks to XL’s ultra-fast connection, allowing her to return to her family in time for iftar.

By presenting speed and efficiency as forms of relief, the campaign reframes connectivity as a tool that minimises distractions – enabling people to focus on what matters most during Ramadan.

Read more here.

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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