In a nation that span through thousands of islands with hundreds of ethnicities, diversity is an issue that’s close to heart. To help bring this issues to the forefront, we created a digital campaign that spotlighted unique local traditions in celebrating the holy month of Ramadhan for PT. Djarum. The campaign was a part of Hikmah Puasa, PT. Djarum annual integrated Ramadhan campaign, and was in-line with their TVC.
The core of the campaign was Tualang Ramadhan, an interactive chat-based game in Hikmah Puasa’s website. In the game, player would chat with two of Indonesia’s beloved celebrities, Dimas Anggara and Ayushita, and determine the story of their journey across Indonesia. Through Dimas and Ayushita as their proxy, players would be able to learn about unique traditions in Indonesia and came to appreciate the country’s diversity.