Campaign details
Brand: Pantene & DownyBrand owner: Procter & GambleLead agency: GREY Group IndonesiaContributing agencies: Mediacom, BBDOCountry: IndonesiaIndustries: Laundry products, Hair careMedia channels: Games & competitions, Online display, Online video, Packaging & design, Point-of-purchase, in-store, Radio & audio, Social media, Word of mouth, advocacy
Executive summary
P&G, a global brand, increased its share across categories during Ramadan in Indonesia by connecting to Indonesians through a rendition of Indonesia's childhood classic song.
Indonesia is home to the largest Muslim population in the world, making Ramadan the biggest celebration....