YouGov: Ramadan ads by Marjan dominate top of mind recall among consumers

Ramadan ads by fruit syrup brand Marjan have the highest top of mind, unaided awareness rate (60%) among Indonesian consumers. According to research by YouGov, the brand leads by a wide margin, as other brands all clock in a 1% recall rate when it comes to festive advertising. This includes competitor syrup brand Sirup ABC, gastric relief medication brand Promag and Indomie.

According to YouGov, Marjan has a long history of releasing Ramadan-specific campaigns, as well as episodic ads, which for many Indonesians are a real mark of the season. Marjan recently released a two-part commercial, featuring a young heroine who saves a village from violent intruders, which ends in a party where fruit syrup drinks and ice desserts are served.

In terms of aided brand awareness, YouGov also asked consumers which festive ads were most prominent, among a list of nine prominent brands within the country. Again, Marjan topped the list of responses (88%), followed by Sirup ABC (54%) and sarong brand Wadimor (47%). These three brands are also most recalled by consumers across multiple generations - Gen X, Millennials and Gen Z.  

Other brands on the list include biscuit brand Khong Guan (39%), sarong brand Gajah Duduk (38%), Promag (35%), Coca-Cola (32%), cereal drink brand Energen (27%) and lastly, department store Ramyana (27%).

Meanwhile, in a separate survey, YouGov also asked Indonesians what they were most likely to spend their Tunjangan Hari Raya (THR) on this Hari Raya. THR refers to an annual bonus of one month’s salary given to employees before the start of a religious holiday, such as Hari Raya.

Majority of them (70%) plan to spend their THR on shopping, with 57% preferring to save and 32% saying they plan to use part of their money on either donations (32%) or investments (31%).Interestingly, a demographic analysis reveals that Gen X consumers are more likely to spend their THR on shopping (66%), as opposed to Gen Z (62%).

For those looking to spend their money this Ramadan on shopping, YouGov also looked into what consumers are most likely to spend their money on. 81% chose clothes and apparel, in line with buying new clothes for the festive season, as per Hari Raya traditions. 62% also intend to buy household appliances, such as washing detergents and cooking oil.

Other shopping interests include footwear (41%), personal care/beauty products (30%), fashion accessories (27%) and furniture (24%). Clothes and apparel rank first across both genders in terms of purchase plans, followed by household items. Among men, other popular items include footwear, furniture and fashion accessories. For women, personal care/beauty products ranked in third, followed by footwear and fashion accessories.

The statistics were obtained from YouGov RealTime Omnibus, which offers quick survey results from nationally representative or targeted audiences in multiple markets. Both surveys were conducted online on 10 March 2022, with a nationally representative sample of 2,120 adults in Indonesia (aged 18+ years) of Indonesian ethnicity, using a questionnaire designed by YouGov.

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