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. 

Why it matters

After a year of COVID-19, the people of Indonesia will be celebrating this Ramadan with a sense of optimism. Brand messaging in response to their faith and fearlessness can engage consumers with campaigns of gratitude, charity, and health and hygiene.

Takeaways

• The season of gift-giving will see strong e-commerce activity, buoyed by the prospect of improving incomes.
• The four most popular online shopping categories are food and beverages, household, health,...