POCARI SWEAT's Ramadan ad with dentsu turns dehydration into horror story

POCARI SWEAT and dentsu Indonesia have launched an unconventional Ramadan campaign that blends horror and comedy, breaking away from traditional festive advertising.

By tapping into a unique insight - the rising consumption of horror content during Ramadan - the campaign humorously compares dehydration symptoms to horror movie tropes. Starring popular influencer Fadil Jaidi, his father Pak Muh, and their pet cockatoo Ocong, the video playfully highlights the importance of staying hydrated while fasting.

The campaign, called "Cairan Tubuh Bocor, Emang Bikin Horor" ("Losing Body Fluids? That's a Horror!"), has gone viral, amassing 108 million views and 659,000 engagements across social media within a week, leveraging Jaidi's popularity, according to a release.

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With fasting hours stretching long under Indonesia's tropical climate, hydration becomes a major concern during Ramadan. POCARI SWEAT has consistently positioned itself as the go-to hydration solution. However, breaking through the highly saturated Ramadan advertising landscape demanded a fresh, bold approach.

Dentsu Indonesia identified a unique paradox: While Islamic beliefs hold that demons are locked away during Ramadan, streaming data shows a spike in horror content consumption. Recognising this cultural moment, the agency crafted a campaign that merges hydration awareness with the thrills of the horror genre.

"Ramadan is one of the most important moments for POCARI SWEAT, and each year, we challenge ourselves to find new ways to connect with our audience. We've seen how hydration awareness spikes during Ramadan and this year's campaign allows us to reach people in an unexpected yet relevant way," said Puspita Winawati, marketing director at Amerta Indah Otsuka, POCARI SWEAT's producer and distributor in Indonesia.

"For years, dentsu Indonesia's team has been a great partner in pushing creative boundaries, and we're excited to see how this campaign sparks conversations around hydration during the holy month," she added.

Rangga Immanuel, executive creative director at dentsu Creative Indonesia, added: "This is the first time that a brand in Indonesia has embraced horror for a Ramadan campaign, and we're proud to lead the way. At dentsu, we always seek fresh, insight-driven ideas that break through the clutter, and the surge in horror content consumption during Ramadan presented an unexpected yet powerful opportunity."

POCARI SWEAT was launched in 1980 in Japan and is now available in over 20 countries and regions, including Indonesia and East Timor.

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