THE RECONNECTING TRACK

TitleTHE RECONNECTING TRACK
BrandINDOSAT OOREDOO
Product / ServiceIM3 OOREDOO
CategoryF05. Cultural Insight
EntrantMATA ANGIN Jakarta, INDONESIA
Idea Creation MATA ANGIN Jakarta, INDONESIA
Production AOI ASIA INDONESIA Jakarta, INDONESIA

Credits

Name Company Position
yohannes muliady Mata Angin Executive Creative Director
Elizabeth Inkan Mata Angin Managing Director
Anton Yudhistira Poe Mata Angin Creative Director
Zulham Septoni Mata Angin Creative Group Head
Albenna Reevo Mata Angin Account Manager
Raesaka Yunus AOI FILMS Film Director
Wawan Syaifulah AOI FILMS Producer

Write a short summary of what happens in the film

Ramadan in Indonesia is a season of reconnection with the loved ones. The film demonstrated the perseverance of Indonesians in keeping the exact spirit of Ramadan reconnection amidst Covid-19 pandemic. Indonesia's most popular musicians, Hindia, Sal Priadi, Yura Yunita and Kunto Aji came together remotely to work on a special track. A tune on how we could always reconnect even when we're apart. The music video also featured real life Indonesians and how they persevered in the spirit of Ramadan, from the quarantine. A daughter who for the first time will not be able to kneel to her parents for forgiveness -an end of Ramadan traditional custom. A girl who for the first time had to observe Ramadan fasting apart from her sister -a doctor who needed to treat Covid-19 patients. And other true life stories. The creative and production process was done 100% remotely, powered by IM3 Ooredoo’s network.

Please tell us about the cultural insight that inspired the work

With the biggest Muslim population in the world, Indonesia’s collectivism comes out at full force annually during Ramadan. In Indonesia, Ramadan is a season of reconnection. On average, every year 7-8 million people embarked on a homecoming journey back to smaller cities and villages from Indonesia’s major urban areas to reconnect with their bigger family. Collective iftar is a tradition. There is at least one session with every in-group to break the fast together: one session with the immediate family, one session with colleagues, one session with high school friends, and so on. The pandemic of Covid-19 that arrived just before Ramadan and the Large-Scale Social Restrictions that were enforced by the Government caused the collectivist nation a major heartbreak.

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