Various Shades of television advertising in the month of Ramadhan

The month of Ramadhan has come. Indonesia as the country's majority religion of Islam welcomes Ramadhan month with enthusiasm. Various methods are used by Muslims in Indonesia to welcome the holy month of Ramadhan. various rituals and traditions unique Ramadan was conducted such as a bath to purify themselves, religious visit to the graves of relatives and ancestors up to the tradition of beating Bedug. Similarly, with ads that aired on television which started many themed of Ramadhan. This article would like to discuss more about the traditions of Ramadhan-themed ads that many aired on Indonesian television during the month of Ramadhan. Television ads that will be discussed more further are Djarum and Pertamina ads with Ramadhan version. Follow the interview with Gandhi Suryoto as an executive director of Pertamina television ads Ramadhan version and with Gatot R Gutomo as a Creative Director of Djarum television ads Ramadhan version. Gandhi Suryoto and Gatot R Gutomo both comes from PT. Fortune Indonesia, Tbk advertising agencies.

What story ideas raised in the television advertising of Ramadhan version this year?
Gandhi Suryoto: For this year Pertamina ads Ramadhan version will raise of the local culture of our own country Indonesia, by taking the story of the Minangkabau culture (West of Sumatera). I think this idea is in accordance with the brand strategy and the spirit of Pertamina corporate is a Renewable spirit that carries with communication and visual depictions/images that show the human in a dynamic motion, energetic, vibrant, and the Nationalist. By raising the local culture in this television ads, Pertamina wanted to build a closer communication with the brands consumer in Indonesia.

Gatot R Gutomo: PT. Djarum as a big company in Indonesia always wanted to serve the best ads television for the consumer brand in Indonesia. Therefore for this year the themed for Djarum television ads is Fasting Wisdom with stories about sincerity, and not only that this television ads also aincludes the audience / consumers to be able to choose the story to be aired as a continuation of the story of this serial Djarum television ads. In my opinion with a storyline that can be directly chosen by the audience can brings Djarum brand a closer relation with the audience and consumer in Indonesia so that later can be chosen a story plot with the largest selection of viewers. The selected story by the choosen audience will win a various prizes from Djarum by accessing the website http://www.hikmahpuasa.com.

Why Ramadhan television ads usually tend to be made with an emotional and dramatic atmosphere?
Gandhi Suryoto: In my opinion Ramadhan is the month that is eagerly awaited by the entire people of Indonesia with the majority population are Muslims. And because the television ads Ramadhan version has a very essential communication that is cleaned up the heart and became pure again within a month, Therefore it fits visually and felling to touch an emotions of the audience. By making the television ads through approach angle to visualize the excitement of fasting that has more direct vertical relationship to the Creator.

Gatot R Gutomo: I think is okay to make a television ads with Ramadhan version with the humorous and happy themed, but for Djarum companies always raised with the nuances of the emotional ads because every year these dramatic shades of religious themed is more suited to accommodate the story of the television ads in the month of Ramadhan. In order to create a common thread with a Djarum television ads Ramadhan version with ads in a previous years.



From Where are story ideas and themes of television ads Ramadhan version is come from?
Gandhi Suryoto: The story ideas of the televison ads came from the Pertamina companies and of course from the Agency. The ideas come from adapting the Pertamina companies spirit The renewable spirit as an umbrella to all aspects of communication with all the audiences in Indonesia. Pertamina wants facilitated by the ideas of elevating the local culture of Minangkabau which is thick with the nuances of Islamic. With the common thread of television ads Ramadhan version of the previous years with all of which are adapted from the spirit of the company.

Gatot R Gutomo: Agency and Djarum companies both equally contribute ideas for stories of wisdom for a Djarum television ads Ramadhan version for this year. By raising stories about the sincerity that made unique by involving the audience to choose the path of the story and a quiz with prizes on the website and social media such as twitter that being held by the Djarum companies. I think with the involvement of the audience makes Djarum television ads Ramadhan version comes with a new and unique breakthrough in advertising for Ramadhan month this years.

Why the television ad Ramadhan version made a long and continued story?
Gandhi Suryoto: In my opinion It is would be pretty boring if the televison ads is only made in one version without continued story because Ramadan lasts for one month's full. Besides in the month of Ramadhan there are two moments that can be shown in the ads that are fasting and Lebaran so that ads can be made longer and continued sory up to the Lebaran day of victory.
Also in the month of Ramadan, there are two moments in which it can be shown that the fast and wide so that the ads can be long and continued until victory day Lebaran.

Gatot R Gutomo: Month of Ramadan which lasts for a month is perfect with a long and continued story for the television ads with a dramatic storyline according to me. So that the audience does not get bored easily if the show only one version of the television ads alone. The Djarum television ads featuring the latest breakthroughs with the involvement of the audience to vote via the website follow the storyline of the Djarum television ads Ramadhan version this year. With this the audience can be entertained as well as participate in the selection of stories and get a various prizes from following this advertisement.



What message to convey to the audience and consumers from the television ads Ramadhan version from this year?
Gandhi Suryoto: I think fasting is a process of patience, the test of time, and cleaned up the heart become purity again by the uprising of the local culture will feel strong religious. Locations of the ads that are designed directly in the west Sumatran against the background of the house of Gadang and use the native from West Sumatera would like to convey the message that this ad is close to the daily lives of people in Indonesia. Month of Ramadan is synonymous with the indigenous culture of the Indonesian people themselves. So that the audience can feel the story of Pertamina television ads version of this Ramadan is not far from the traditional culture of Indonesia country.

Gatot R Gutomo: I think the message of the Djarum television ads Ramadan version this year's is more unique and different to involve the audience in the choice of continuation of the story ads. The audience may participate in the choice of the storyline of television ads which is available on the website and also give prizes for the winners of the selected story plot that are displayed on a television. Djarum brands can become closer to consumers in this way. On the website at http://www.hikmahpuasa.com/ also provided with complete character recognition of characters figures from Djarum television ads. And we as an Agency also provide some alternative story that will be chosen later.

source:Gandhi Suryoto and Gatot R Gutomo
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