Kahf teams up with Agak Laen to turn men’s face wash education into pop culture

Men’s skincare brand Kahf has partnered with Indonesian comedy franchise Agak Laen to challenge long-standing perceptions that facial care is either too complicated or simply irrelevant for men.

The campaign, titled “Kahf x Agak Laen: Kulit cowok agak laen, facewash-nya harus bukan main!”, reframes face wash education as entertainment, using humour and culturally familiar storytelling to communicate a simple message: different skin types require different solutions.

Rather than relying on clinical explanations or product-led demonstrations, Kahf embedded its educational message within popular culture. The campaign positions the brand as an expert in men’s facial care, while maintaining an accessible and distinctly masculine tone.

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The idea was sparked by a playful “leak” from Agak Laen director Muhadkly Acho, who joked that the sequel’s original title was Agak Laen 2: Menyala Jodohku. The joke became the narrative hook for the campaign.

The resulting story centres on four men trapped in a fictional Panti Jomblo - where they can only leave once they are deemed “ready”. In a comedic twist, readiness is not only about finding the right partner, but also about understanding one’s own skin type and choosing the appropriate face wash.

Fronted by musician and actor El Rumi as a successful alumnus, the film reframes jodoh (soulmate) as both romance and self-care, making skincare education feel intuitive rather than instructional.

The campaign rolled out across multiple consumer touchpoints, led by a nine-minute long-format digital film distributed on Instagram, TikTok, and YouTube. The extended runtime allowed the story and educational message to unfold without being reduced to conventional advertising formats.

Beyond the film, Kahf introduced Agak Laen-themed live shopping sessions that blended entertainment, learning, and commerce. The brand also reinforced its messaging through online and offline retail visibility, ensuring skincare education continued at the point of purchase.

By meeting men in spaces where culture and entertainment already thrive, Kahf aimed to reduce the psychological barrier often associated with facial care. The brand said the campaign helped recruit new users while demonstrating that expertise does not need to be delivered in a serious or intimidating way to be credible.

“Make education entertaining, and men don’t feel taught - they feel understood. That’s when they realise their skin is different, and the solution should be too,” a Kahf representative said.

The campaign was developed by creative agency Parastudio under ParagonCorp, with production handled by Imagen Pictures.

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