Faith trumps fear this Ramadan: Brands and Indonesian consumer optimism

Anish Daryani

As the holy month of Ramadan approaches, M&C Saatchi’s Anish Daryani says brands must ride the wave of consumer optimism to build strong resonance with the people.

The people of Indonesia are waiting to celebrate Ramadan this year, as the holy month comes at a time when the country is feeling optimistic with the arrival of vaccines, the opening up of the economy and freedom of movement.

The past year has seen consumer behaviour change dramatically as the population coped with the pandemic. However, what is unique about Indonesia is that while business sentiment is low, consumer optimism is higher than ever.

Fear and fearlessness are the two key pillars that drive this sense of optimism. The general sense of optimism has permeated Indonesia’s consumers, its culture,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands