Djarum: Hikmah Puasa Sharing Goodness

This case study describes how Djarum, the Indonesian tobacco brand, created a 'Sharing Goodness' campaign to coincide with Ramadan, in which people could donate second-hand clothes to the less fortunate.

Djarum: Hikmah Puasa Sharing Goodness

Brand: DjarumAgency: Celsius Indonesia

Summary Statement

Hikmah Puasa "Sharing Goodness" was a movement that invites people to donate their secondhand goods for less fortunate people. A simple concept that really resonated with the spirit of goodness of the holy month of Ramadan. And the result was a real surprise since we successfully collected more than 14 tons of secondhand goods that were distributed to more than 3.000 impoverished people.

Campaign Background and Marketing Objectives

Ramadan is the ninth month of the Islamic calendar. Muslims worldwide observe this as a month of fasting....

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