Hikmah Puasa + Playgroup Asia launch Ramadan campaign with ‘Sambung Silaturahmi’ film

This Ramadan, Hikmah Puasa and Playgroup Asia launch a campaign anchored by the film Sambung Silaturahmi, exploring how physical proximity doesn’t always translate into emotional connection.

Set in a modest neighbourhood, the film follows four residents going about their daily routines as Eid approaches. Through ordinary interactions and responsibilities, it reflects how connection can quietly fade within the rhythm of modern life.

The campaign draws on Ramadan’s themes of reflection and togetherness.

“Ramadan holds deep meaning for many people,” said Lita Suryawijaya, Corporate Communications PT Djarum. “Through Hikmah Puasa, we aim to present stories that resonate with everyday experiences. This film highlights moments that feel familiar, especially in today’s fast-paced environment.”

Beyond the film, the campaign extends into a series of activities and inspirational content across social media platforms throughout Ramadan. The broader initiative encourages ongoing conversations and participation, reinforcing the message beyond the screen.

The storytelling approach remains grounded and observational, focusing on recognizable situations rather than heightened drama.

“We wanted it to feel honest and close to everyday life,” said a Playgroup spokesperson. “The situations portrayed are familiar and relatable. We let the moments speak for themselves.”

Sambung Silaturahmi is available on YouTube and Instagram @HikmahPuasa throughout Ramadan 2026.