Faith trumps fear this Ramadan: Brands and Indonesian consumer optimism

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 co

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