Procter & Gamble has launched a new initiative in Indonesia that aims to help athletes celebrate the holy month of Ramadhan with their loved ones.
For millions of Indonesians, Ramadhan is a time for reuniting with family and millions travel to be with their parents for the period.
But for many sports stars taking time off can be a challenge and this means that hundreds of Indonesia’s athletes aren’t able to spend quality time with their mothers.
Especially this year when Ramadhan falls in a key training season period.
So Pantene teamed up with agency Grey on a marketing programme that enabled as many as 810 Indonesian national athletes to offer their own apologies to their mothers in their very own way.
A player created and P&G curated ‘package of apology’ was sent directly to the mother of every athlete unable to return home during Ramadhan.
The campaign features athlete Sri Ranti and the spearhead spot showcases her own painstaking experiences as she invests heart and soul into training for August’s 2018 Asian Games.
The creative sees Ranti dedicate her gold medals from previous competitions to her mother in a heart-warming tribute apology.
“Being an athlete is a lifestyle that consumes every aspect of one’s life including the time you have available for your own mother,” said P&G Indonesia country marketing manager Daphne Kuah.
“Mothers are the silent strength behind the success, the ones who understand that such practices will come before spending time with the family. The athletes’ mothers deserve as much credit for their success as they do.”
“As an act of purifying oneself, Indonesians ask for each other’s forgiveness during Eid. While national athletes are unable to make it back home for Eid, there is no reason they cannot share their own unique and special apology to their moms. Our idea was centered around making the choice between Mother and Motherland a less painful one” added Grey Indonesia’s ECD Nugroho Nurarifin.
Comment:
This powerful and pertinent P&G initiative has certainly engaged with the Indonesian public.
The hero video has been viewed more than 11 million times in the three weeks since it was first posted.
Links:
P&G Indonesia / Pantene
https://www.pantene.co.id/id-id
https://www.youtube.com/user/PanteneID
https://www.facebook.com/panteneindonesia
Grey Group Indonesia
