"An unfamiliar prayer": Navigating Ramadan in times of COVID-19

Throws light on new consumer behaviour changes during the year's most important marketable festival in Indonesia and how brands can cope with it.
  • Ramadan in 2020 arrives at a time when COVID-19 has shifted the world's axis and people are forced to adjust to new ways of coping with life.
  • The Indonesian government has stated that Jakarta will start to have PSBB (provincial lockdown) until the end of Ramadan and Mudik is banned for the first time in the history of tradition.
  • As a result, social distancing is now becoming a religious act where people protect each other from getting infected and large religious groups are urging the communities to pray that they are not harmed by the virus.
  • At a time when...

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