The Marjan Effect

Why Their Ramadan Ads Are More Than Just Commercials

by Tirza

Ramadan. A time for reflection, togetherness, and… epic marketing campaigns? While that might not be on the textbook, it’s certainly a reality in Indonesia, where brands pull out all the stops to connect with audiences during the holy month. And no one does it quite like Marjan.

The Power of Storytelling

Marjan doesn’t just sell syrup; they sell stories. Their Ramadan ads are mini-movies, complete with compelling narratives, folktale characters, and a healthy dose of nostalgia. They tap into universal themes of family, tradition, and togetherness, resonating with audiences on a deep emotional level.

Take, for instance, their iconic futuristic “Calon Arang” campaign in 2025. It wasn’t just about a folktale character seeking heroism; it was about finding belonging and acceptance. Or the heartwarming tales of families coming together to break their fast, with Marjan as the sweet symbol of unity. These narratives transcend advertising, becoming part of the cultural fabric of Ramadan itself.

Visuals that Wow

Marjan’s campaigns are a visual feast, combining stunning cinematography, vibrant colors, and captivating special effects. They transport viewers to fantastical worlds, evoking a sense of wonder and excitement.

Think of the epic battles between mythical creatures, the heartwarming scenes of family gatherings, or the mouthwatering close-ups of that iconic red syrup. These visuals aren’t just eye-catching; they create a sensory experience that amplifies the emotional impact of the storytelling.

The Cultural Connection

Marjan understands the importance of cultural nuances during Ramadan. Their campaigns are deeply rooted in Indonesian values and traditions, reflecting the spirit of the holy month. They showcase the importance of sharing, forgiveness, and gratitude, creating a sense of connection and belonging among their audience.  

This cultural sensitivity is crucial for any brand hoping to resonate with audiences during Ramadan. It’s about understanding the values and traditions that underpin the holy month and creating campaigns that are both relevant and respectful.

Now It’s Time to Brewing Your Own Ramadan Magic

Want to create a Ramadan campaign that’s as impactful as Marjan’s? Here are a few key takeaways:

  • Tell compelling stories: go beyond product promotion and craft narratives that connect with your audience on an emotional level.
  • Embrace cultural nuances: understand the values and traditions of Ramadan and create content that is both relevant and respectful.
  • Create a visual feast: use stunning visuals to capture attention and enhance your storytelling.
  • Build a community: encourage engagement and foster a sense of belonging among your audience.
  • Be authentic: ensure your campaign aligns with your brand values and resonates with the spirit of Ramadan.

By following these tips, you can create a Ramadan campaign that not only drives results but also builds a lasting connection with your audience.

The Marjan Effect

Why Their Ramadan Ads Are More Than Just Commercials

by Tirza

Ramadhan. Waktunya refleksi, kebersamaan, dan… marketing campaign yang epik? Mungkin nggak ada aturannya, tapi ini kenyataan di Indonesia. Brand berlomba-lomba bikin iklan yang ngena banget di hati selama bulan puasa. Dan juaranya? Siapa lagi kalau bukan sirup Marjan.

The Power of Storytelling

Marjan nggak cuma jualan sirup, tapi juga cerita. Iklan Ramadhan mereka udah kayak film pendek, lengkap dengan cerita yang seru, karakter yang unik, dan nostalgia yang hampir kita semua rasakan. Mereka ngangkat tema-tema universal tentang keluarga, tradisi, dan kebersamaan, yang bikin penonton relate banget.

Ingat iklan Marjan tahun 2025 tentang karakter “Calon Arang” yang futuristik? Nggak cuma soal tokoh legenda yang pengen jadi pahlawan, tapi juga tentang finding belonging and acceptance. Contoh lainnya, kisah-kisah mengharukan tentang keluarga yang kumpul buat buka puasa bareng, dengan Marjan sebagai simbol manisnya kebersamaan. Cerita-cerita ini nggak sekedar iklan, tapi udah jadi bagian dari budaya Ramadhan itu sendiri.

Visuals that Wow

Iklan Marjan selalu memanjakan mata, mulai dari sinematografi yang keren, warna-warna cerah, sampai efek spesial yang memukau. Penonton diajak masuk ke dunia fantasi yang bikin excited.

Bayangin pertarungan epik antara makhluk mitologi, adegan hangat keluarga yang kumpul, atau close-up sirup merah yang bikin nelan ludah. Visual-visual ini nggak cuma eye-catching, tapi juga menciptakan pengalaman sensorik yang bikin cerita makin berkesan.

The Cultural Connection

Marjan paham banget pentingnya nuansa budaya selama bulan suci Ramadhan. Iklan mereka selalu nyambung sama nilai-nilai dan tradisi Indonesia, nggak lepas dari semangat bulan puasa. Mereka nunjukin pentingnya berbagi, memaafkan, dan bersyukur, bikin penonton ngerasa terhubung dan jadi bagian dari sesuatu yang lebih besar.

Kepekaan budaya ini penting banget buat brand yang pengen menang di hati audience selama Ramadan. Intinya, ngerti nilai-nilai dan tradisi bulan puasa, terus bikin campaign yang relevan sekaligus respectful.

Now It’s Time to Brewing Your Own Ramadan Magic

Pengen bikin campaign Ramadhan yang impactful kayak Marjan? Ini beberapa tipsnya:

  • Cerita yang Menarik: jangan cuma promo produk, tapi bikin cerita yang nyentuh emosional audiens.
  • Pahami Nuansa Budaya: tahu nilai-nilai dan tradisi yang sesuai dengan momentum, atau dengan kondisi demografis audiens.
  • Visual yang Memukau: maksimalkan dengan visual yang keren buat narik perhatian dan memperkuat kesan cerita.
  • Bangun Komunitas: ajak audience berinteraksi dan ngerasain kebersamaan.
  • Harus Otentik: pastiin campaign-mu sesuai sama nilai-nilai brand dan semangat momennya.

Dengan tips ini, yuk bikin campaign Ramadhan yang nggak cuma ngasih hasil bagus, tapi juga resonate sama audiensmu!