Indonesia: Ramadan advertising awareness in 2022
March 30th, 2022, Samuel Tan

Indonesia: Ramadan advertising awareness in 2022

Unaided brand awareness: which Ramadan adverts have made the biggest impression on Indonesian consumers?

Latest research from YouGov RealTime Omnibus has found that fruit syrup brand Marjan has released the most memorable festive commercials in recent years – and by a very wide margin.

When Indonesian consumers were asked, in March 2022, about the brand whose Ramadan advertisements first come to their mind (open-ended question), three in five (60%) named the Lasallefood-owned label.

Marjan has a long history of releasing Ramadan-specific campaigns (and episodic ads), which for many Indonesians, are a real mark of the season. For example, it recently released a two-part Ramadan commercial, featuring a young heroine who saves a village from violent intruders, and which ends in a party where fruit syrup drinks and ice desserts are served.

Competitor brand Sirup ABC, gastric relief medication brand Promag and instant noodle brand Indomie are the other top-of-mind brands named by Indonesian consumers – but only by a mere 1%.

Aided brand awareness: which Ramadan advertisements have caught the attention of Indonesian consumers?

YouGov also asked Indonesian consumers whether they recall seeing Ramadan advertisements from any of nine prominent brands (in a close-ended question). Unsurprisingly, 88% say they recall seeing festive commercials from Marjan. Notably, over half (55%) also remember seeing Ramadan advertisements from Sirup ABC, while 47% recalled those by sarong brand Wadimor.

Almost two-fifths remember Ramadan advertisements from biscuit brand Khong Guan (39%) and sarong brand Gajah Duduk (38%), while around one-third recall festive commercials from Promag (35%) and soft drinks and beverages brand Coca Cola (32%).

Finally, just over a quarter remember seeing Ramadan advertisements from cereal drink brand Energen (27%) and department store Ramayana (27%).

Within this list of nine major brands, Marjan, Sirup ABC and Wadimor are also the top three brands whose Ramadan advertisements are most recalled by consumers across multiple generations.

Among Gen Z (born 1997-2009) consumers, Khong Guan (36%), Coca Cola (30%) and Energen (29%) were the next few brands which made up the top six. But for Millennials (born 1981 -1996), more recalled Ramadan advertisements by Gajah Duduk (41%), compared to Khong Guan (39%) and Promag (36%).

Among Gen X (born 1965 -1980), Gajah Duduk (55%) also came in fourth place, but this was followed by Promag (45%) then Khong Guan (40%).

Methodology: YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 10 March 2022, with a nationally representative sample of 2120 adults in Indonesia (aged 18+ years) of Malay ethnicity, using a questionnaire designed by YouGov. Data figures have been weighted by gender, age, socioeconomic class, city tier to be representative of the adult Indonesian online population (18 years or older) of Malay ethnicity, and reflect the latest Indonesian Bureau of Statistics (BPS) population estimates. Learn more about YouGov RealTime Omnibus.

Read YouGov's latest research on Ramadan 2022 advertising awareness, shopping and donation trends:

Ramadan ad awareness – which brands' Ramadan adverts have caught the most consumer attention in Indonesia and Malaysia?

Ramadan shopping trends – what are consumers planning to buy during this festive period in Indonesia and Malaysia?

Ramadan donations trends – how are Indonesians and Malaysians planning to donate during Ramadan 2022?