P&G-Maaf Ibu

Ramadan and the celebration of Eid Al Fitr have a special place for the Muslim Majority in Indonesia. Centred around fasting and giving back, F&B Brands often capitalizes the occasion to promote their products and release limited edition packaging for Eid. Consumers fixate on the celebratory food and drink that they consume during the month of Ramadan. To win over the audience while staying relevant to the situation, P&G created Maaf Ibu campaign in 2016 which aims to support the P&G in-store strategy during Ramadan.

Inspired by the “Thank You Mom” campaign, “Maaf Ibu” which literally translates to “Sorry, Mother” is a campaign that pays homage to an Indonesian Muslim family culture on the act of “sungkem” and asking for forgiveness from our elders, especially our mothers, on the day of Eid Al Fitr. With this, P&G finds its way into the conversation. After 3 years of successful Maaf Ibu campaigns (i.e Asian Games Maaf Ibu and Election Maaf Ibu), P&G wanted to move forward with a more impactful relevancy than before.

This 2020, we took “Maaf Ibu” to talk about the Tests of Life, which are times when we as children pass through monumental moments that are often life-changing and how mothers play an often unseen role that helps us get through those trying times. Mothers help shape our point of view, our values, and our persistence to go on through the Test of Life. 

This campaign is reflected through a video diary of a girl’s journey passing through life on a her path to adulthood with the constant support of her unseen mother, who in the end, turned out to have passed away the whole time. 

Surprisingly, as the unpredicted COVID-19 pandemic happened, we made a creative modification of adding a superimposed text with #DiRumahAja (#StayAtHome) hashtag which strengthens the empathy and relevancy of the situation.  

Copy:

#MAAFIBUDIHIDUPKU, Maaf Ibu Di Hidupku

English Translation:

The “Sorry, Mom” Moments of My Life​