Ad Nut
May 6, 2019

P&G marks Ramadan with call for mother-daughter peace

Film weaves the Indonesian election and the sacred season into a story about acceptance.

P&G, with Grey Group Indonesia, has issued a gentle call for acceptance between generations in Indonesia following the country's recent general election.

Though it references Ramadan, which begins today, the film above, titled #AkuPilihMaafIbu ('I elect mother’s forgiveness'), was actually released on April 18, the day following the election, and alludes specifically to it. However, politics is just one source of tension between the mother and daughter who are the central protagonists. 

“In this trying period where frayed nerves between mothers and daughters are pulled even further, we wanted every Indonesian daughter to remember all the sacrifices Mom has made," Aldrich Gopal, country marketing head of P&G Indonesia, said in a press release. "On the surface, it may seem as though mom is always sitting on the other side of the fence. In reality, what a mother really yearns is for her daughter’s forgiveness and acceptance, especially during Lebaran.”

Ad Nut initially felt the resolution of the conflict between the two women came a little too easily. But upon reflection Ad Nut realised that in healthy families, a seemingly small gesture can sometimes be enough to bridge a formidible gap. It doesn't mean the tension will be erased, but it does mean the two "sides" can remember that they share a bond differences of opinion shouldn't be able to break.  


CEO, Indonesia & Thailand: Subbaraju Alluri

Executive Creative Director: Nugroho Nurarifin
Creative Group Head: Finy Tjong
Senior Copywriter / Copywriter: Juenre Sitanggang, Abigail Carolin Jeslin
Art Director: Devan Rudinatha, Raymond Iskandar

General Manager: Sharan Sood
Business Unit Director: Serene Loo
Senior Account Manager: Masayu Difa
Regional Planning Director: Neha Bansal
Strategic Planner: Ilmalana
Senior Social Media Manager: Indri Sriwattana

Social Media Officer: Ainun Yasmin
Executive Producer: Hafiz Ibrahim, Azren Irwan
Producer: Ahmad Jefri Jafaar, Uci Lusiani
Film Director: Paphawee Jinnasith
Country Marketing Head, P&G Indonesia: Aldrich Gopal
Senior Communications Manager: Ovidia Nomia
Brand Operations Manager: Berlian Dewirani
Assistant Brand Manager: Aisyah Zakiyyah

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