Pepsodent Herbal and Oliver Agency team up with Raditya Dika for unique Ramadan campaign

Pepsodent Herbal and Oliver Agency Indonesia recently unveiled its innovative “Ramadan Tanpa Huruf H” (Ramadan Without the Letter H) campaign, a culturally resonant initiative designed to connect with Indonesian consumers during the holy month of Ramadan. The campaign, featuring renowned comedian and content creator Raditya Dika, leverages a playful linguistic concept to highlight the product’s benefits in a memorable way.

The core of the campaign centers around a long-format video that explores the removal of the letter “H” from everyday communications – a clever parallel to Pepsodent Herbal’s ability to remove unwanted elements for optimal oral health during Ramadan. This linguistic play also taps into the ongoing debate among Indonesians regarding the spelling of “Ramadan” (Bahasa Indonesia) versus “Ramadhan” (Arabic), adding another layer of cultural relevance.

“We aimed to create a campaign that not only resonated with the cultural nuances of Ramadan but also effectively communicated Pepsodent Herbal’s product benefits,” said Jinitya Yasmine, Global Brand Manager – Pepsodent Future Core. “By partnering with Raditya Dika and utilizing a unique linguistic approach, we were able to achieve a campaign that is both engaging and authentic.”

The campaign’s success is evident in its exceptional performance. Raditya Dika’s signature storytelling, combined with the campaign’s creative execution, has garnered over 3.7 million views within two weeks of its launch.

“The seamless integration of Pepsodent Herbal’s product benefits within the Ramadan context is a testament to the campaign’s strategic approach,” added Jinitya. “We are proud of the collaboration with U-Studio Indonesia and director Denny Yanuar, whose expertise in crafting engaging narratives was instrumental in the campaign’s success.”

“Ramadan Tanpa Huruf H” demonstrates Pepsodent Herbal’s commitment to creating culturally relevant and engaging campaigns that resonate with Indonesian consumers, establishing a strong connection during the important Ramadan season.

Credits
Senior Creative Director: Yogi Pradana
Creative Director: Arina Karen Renata
Creative Group Head: Angga Saputra
Copywriter: Aulia Ikhsanti
Art Director: Desi Utami
Graphic Designer: Benita Kezia, Herlambang Aziz
Social Lead: Dio Gaska
Social Media Manager: Amelia Resolute, Farhan Hassanal
Business Director: Sylvia Kinasih
Account Director: Annisa Gemala Dewi
Account Manager: Rafika Madjid
Account Executive: Caesar Febriansyah
Producer: Mala Komawaty
Managing Director: Miranda Sahabuddin