A new campaign launched in Jakarta this February is prompting reflection on modern connection, particularly as the month of Ramadan encourages togetherness. The initiative, spearheaded by Indonesian conglomerate Djarum, centers around a short film titled Sambung Silaturahmi, which has already garnered over 2.3 million views on YouTube in just ten days.
A Shift in Focus
The 20-minute film, developed with Playgroup Asia as part of Djarum’s Hikmah Puasa initiative, diverges from traditional portrayals of familial warmth often associated with Ramadan and Eid. Instead, it adopts an observational style, following the lives of four residents in a modest neighborhood as they prepare for Eid.
The narrative unfolds around a power outage, forcing three neighbors – a content creator, a baker, and a fruit juice vendor – to seek assistance from a neighbor with a generator. The ensuing breakdown of the generator transforms a practical problem into a collaborative effort, highlighting the potential for connection within a community.
The Importance of Presence
According to Lita Suryawijaya, corporate communications senior manager at Djarum, “Ramadan holds deep meaning for many people.” She added that through Hikmah Puasa, Djarum aims to share “thoughtful and inspiring stories that resonate with everyday experiences.”
Playgroup Asia stated their intention was to create a film that “sense[s] honest and close to everyday life,” allowing “the moments [to] speak for themselves.” The campaign will continue throughout Ramadan with additional social media activities designed to promote engagement around themes of reconnection and emotional awareness.
Frequently Asked Questions
What is the central theme of the film Sambung Silaturahmi?
The film explores the idea that physical proximity does not automatically guarantee genuine emotional connection.
Who is behind the Hikmah Puasa initiative?
The Hikmah Puasa initiative is led by Indonesian conglomerate Djarum, in partnership with Playgroup Asia.
How is the campaign being extended beyond the initial film release?
The campaign will continue across social media throughout Ramadan, with activities and content focused on themes of reconnection and emotional awareness.
As the campaign unfolds, it may be fascinating to observe how audiences respond to this more nuanced portrayal of community and connection during a time traditionally associated with celebration and togetherness.
