XL and SALVO launch Ramadan film showing how Ultra 5G+ reduces digital disruptions
During Ramadan, a month centered on reflection and devotion, people across Indonesia strive to stay focused on worship and experience the season more mindfully. Building on this spirit, XL positions its latest Ultra 5G+ offering as a connection designed to keep users present by removing digital friction and reducing everyday distractions.
Backed by Ookla certification, Ultra 5G+ is built on a simple idea: when connectivity is ultra-fast and reliable, interruptions can be resolved quickly so people can return to what truly matters. Whether sending files, replying to urgent messages, or finishing a last-minute task, the faster the disruption ends, the easier it is to continue Ramadan with calm and focus.
“The idea is simple: resolve it fast, return to the moment. XL Ultra 5G+ helps you close the noise quickly—so Ramadan can stays focused,” said Max, Chief Creative Officer of SALVO.
The commercial follows a young woman who returns to her hometown in the latter days of Ramadan, reflecting a familiar Indonesian tradition of going back home to reconnect with family and enjoy a quieter pace of life. Surrounded by nature and the comfort of home, she begins to settle into the warmth of the season.
Her peaceful moment is suddenly interrupted by an urgent follow-up from her office. Instead of escalating into prolonged stress, the situation is resolved in minutes: files are sent instantly, work is wrapped up seamlessly, and she can return to the moment, joining her family to break the fast together.
While many Ramadan campaigns lean heavily into emotional storytelling, togetherness, and sentimental warmth, XL takes a more modern route. The film keeps the emotional context of Ramadan intact, but delivers it through a simpler, more premium lens, focusing on speed, efficiency, and peace of mind as the new expressions of care.
“Ramadan is a time to be fully present. We wanted to reflect a modern truth—work can still follow you home—but with XL Ultra 5G+, those interruptions end in seconds, so you can return to what truly matters,” added Audra Syah Rasjid, Associate Creative Director of SALVO.
In doing so, XL reframes Ultra 5G+ not just as a faster connection, but as a lifestyle enabler, helping people stay connected without letting connectivity take over the season.
Credits
Agency: SALVO
CEO: Christmartin Hanandito Satrio
Managing Director: Kevin Hendy Prasetyo
COO: Muhammad Raditya Nurhawanto
CCO: Max Roza Natadjaya
Associate Creative Director: Audra Syah Rasjid
Art Director: Fickry Yusuf Kamarullah
Senior Copywriter:Finaldy
Group Account Director: Reza Langi
Account Director: Prisillia Sumayku
Account Manager: Nesya Ajani Rahmatalitha
Lead Strategist: Ariobimo Raharjo
Agency Producer: Marwah Utomo
PH: Migunani
Executive Producer: Faisal Hibatullah
Film Director: Kezia Cornelis
