Reiwa turns washing machine capacity into an absurd fairy tale

Reiwa is turning washing machine capacity into an unlikely entertainment spectacle, recasting the functional product benefit as an absurd fairy tale featuring folklore, comedy, celebrity talent and a thousand scrubs.

Created by Hexaview 360 Agency, Reiwa’s latest campaign, ‘Jamin Reiwa yahut’, centres on ‘The tragedy of Upik Ayut: The ballad of a thousand scrubs’. The campaign parodies the classic Cinderella story, transplanting its familiar narrative into a chaotic modern world shaped by traditional folklore, internet humour and Gen Z absurdity.

At the centre of the story is a relatively technical product proposition: Reiwa washing machines offer a larger drum capacity, measured by dry weight rather than wet weight. While the feature provides a practical point of differentiation, the challenge was turning it into a message audiences would actually want to watch.

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Rather than relying on a conventional product demonstration, Hexaview 360 built the benefit into the entertainment itself.

Thai-Indonesian entertainer Jirayut leads the campaign, bringing his comedic timing and versatility across singing, acting and entertainment to its deliberately exaggerated world. His involvement is also embedded into the campaign platform, with ‘Jamin Reiwa yahut’ playing on his name while functioning as an acronym for ‘Guaranteed Reiwa is good’.

Hexaview 360 said the unusual nature of the brief was part of its appeal. “It doesn’t often get a brief asking you to sell washing machine capacity through a fairy tale, and that’s exactly what made it so exciting.”

The agency “embraced the absurdity, leaned into the familiarity of classic folklore, and made the product benefit part of the entertainment rather than an interruption to it,” it added.

The result is an intentionally offbeat approach to communicating a functional benefit, with the campaign betting that a more memorable story can make a technical proposition easier to absorb.

Reiwa is a home appliance and electronics brand under Caturaga Tiara Persada. The brand uses the #LivingStyle slogan and offers household electronics including washing machines and other home appliances.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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