Is high share of voice the silver bullet to winning Ramadan?

Hasya Petranto and Faheem Merchant

Dentsu’s Hasya Petranto and Faheem Merchant explain how brands can connect with Indonesians during the holy month of Ramadan by understanding the 4Fs of fasting, feasting, fraternising and faith.

Ramadan is coming and it is a time of spiritual reflection, religious devotion and community building for Muslims all around the world. With 87% of its 280-odd million population identifying as Muslim, Indonesia is the most populous Muslim country in the world and thus, the month of Ramadan and its ensuing culmination with Eid or Lebaran, assumes gargantuan proportions.

The festive vibes, higher propensity to spend and an overall rise in positivity makes the Ramadan period critical for marketers to connect with consumers, build brand resonance and capture greater share of wallet.

Ramadan in Indonesia is characterised by the 4Fs:...

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