XL's Ultra 5G+ campaign turns digital speed into peace of mind during Ramadan

As Indonesians enter Ramadan – a month defined by reflection, devotion and heightened mindfulness – telco brand XL is leaning into a contemporary tension: the pull between spiritual presence and persistent digital demands.

Through its latest campaign for Ultra 5G+, XL positions ultra-fast connectivity not as a distraction, but as a way to minimise one. The proposition is straightforward: when interruptions are resolved quickly, people can return their focus to what truly matters.

Backed by certification from Ookla, Ultra 5G+ is framed as a premium, reliable connection designed to reduce digital friction. Whether sending large files, replying to urgent messages or closing last-minute tasks, the brand suggests that speed becomes a form of relief – compressing stress into seconds rather than letting it linger.

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Developed by Indonesian agency SALVO, the film centres on a young woman returning to her hometown during the final days of Ramadan – a nod to the long-standing tradition of mudik, where millions travel home to reunite with family.

Set against a calmer, rural backdrop, she begins to settle into the warmth of the season. The tranquillity is abruptly interrupted by an urgent follow-up from her office. Instead of spiralling into prolonged tension, however, the disruption is swiftly handled. Files are sent instantly, work is wrapped up seamlessly, and she rejoins her family in time to break the fast together.

“The idea is simple: resolve it fast, return to the moment. XL Ultra 5G+ helps you close the noise quickly – so Ramadan can stay focused,” said Max Roza Natadjaya, chief creative officer of SALVO.

Ramadan advertising in Indonesia traditionally leans into emotional storytelling, togetherness and overt sentimentality. While XL retains the emotional context of the season, the execution takes a more restrained and contemporary tone.

Rather than foregrounding dramatic sacrifice or tear-jerking moments, the film presents speed, efficiency and peace of mind as new expressions of care. The message acknowledges a modern reality: work does not pause for the holy month, and connectivity follows consumers wherever they go.

“Ramadan is a time to be fully present. We wanted to reflect a modern truth – work can still follow you home – but with XL Ultra 5G+, those interruptions end in seconds, so you can return to what truly matters,” said Audra Syah Rasjid, associate creative director of SALVO.

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