Campaign details
Brand: WardahLead Agency: Dentsu IndonesiaRegion: APAC
Strategy
Objective
Wardah has always been an iconic flagbearer of grace and feminism for Indonesian women. Its values have inspired generations of women, translated into their communications and product offering resonating with daily lives and the struggle of women.
Indonesia has the largest share of Muslims in Southeast Asia, with 86.7% of its population (229.6 million Muslims estimated in 2020) celebrating Ramadan every year. In the second year of Ramadan in the pandemic era, the decorative and make-up category had double digit decline because of "stay-at-home" phenomena...