BACKSLASH RAMADAN COVID-19 SPECIAL EDITION - EDITION 1: PRE-RAMADAN WEEK OF APRIL 22
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KUALA LUMPUR X TCP- INDONESIA BACKSLASH RAMADAN COVID-19 SPECIAL EDITION EDITION 1: PRE-RAMADAN WEEK OF APRIL 22 - 28
KUALA LUMPUR X TCP- INDONESIA
WHAT’S
Backslash is a proprietary TBWA discipline that highlights the latest shifts in culture (news, events,
initiatives, trending hashtags, inventions, brands’ communications).
We call them “Triggers”, because they trigger something in culture. They are often a pre-requisite
for emerging cultural trends.
THIS?
The emergence of a new trend is something we call “Edges” as they aren’t necessarily established
yet, but are definitely emerging and growing.
A Trigger; for example is: “A growing number of young Muslim female travellers from Malaysia
and Indonesia have already travelled abroad with their girlfriends without male Mahram as part
of sisters-on-tour.” In turn, this inform the rise of the Edge: “Fempowerment” in the region.
DOES IT
In light of COVID-19, culture is shifting in every direction.
This is being fed by consumers’ needs, governments’ reactions and brands’ initiatives.
Triggers are everywhere, shaping Edges.
MATTER?
This document brings you the latest COVID-19 Triggers in Indonesia and Malaysia, looked into
from the lens of Ramadan, the Edges they shape and their implications for brands and industries.
This document helps you to:
• Understand the culture that is surrounding us in COVID-19 era.
• Identify opportunities amongst the darkest news.
AND TO
• Jump into cultural conversations and be part of a global phenomenon.
• Capitalise on this unique opportunity. (If done right.)
This document is for the curious.
All marketers – from the anxious to the opportunist. Any advertiser looking for insights.
WHOM?
Anyone who likes to read into what’s happening.
If you’ve got it, it’s for you.
From your friends at
KUALA LUMPUR X TCP- INDONESIA
KUALA LUMPUR X TCP- INDONESIA COVID-19 CULTURAL TRIGGERS RAMADAN SERIES
KUALA LUMPUR X TCP- INDONESIA
SUSTAINABLE RETHINK BAZAAR
SADAQAH, ALWAYS RAMADAN RAMADAN
EMERGING
Ramadan is incomplete Time to cut down on our food
Shopping during this period of
without giving. In this times of waste and consume only
social distancing will no longer
hardship, how do I continue to what’s needed. Will this
be the same. How do I still
Ramadan give us the
RAMADAN
share what I have with those in make most of my spending
needs? opportunity to observe a more
without going overboard?
responsible Ramadan?
THEMES IN
SIGNS OF COMMUNITY &
STRENGTHENING HOME IS WHERE
SOLIDARITY TRADITIONS
MY FAITH IT’S AT
REMIXED
THE AGE OF
COVID-19 continues to spread, but At the heart of it, this is the With no mosques to turn to,
With familiar elements gone, the
it’s bringing out the best in people month where I strengthen my home will now become the
new normal can be unnerving for
around the globe. As Muslim, how connection to Allah through epicentre of Ramadan. How do Muslims observing Ramadan
do I advocate for humanity and I make my home a place for
COVID-19
declaration of faith, fasting, What can be done to keep the
solidarity between people in this spiritual activities and
prayers & more. spirit alive and familiar?
trying times?
celebration?
MUDIK /
COVID-19 is changing the way Muslims observe BALIK KAMPUNG
the holy month of Ramadan and everything that
With long-distance travelling
we know and are used to. With drastic changes not encouraged (or worst,
in lifestyle, we foresee the observation of banned), will I get to be with my
family during a month when
Ramadan will be different too. The following are being around family is most
a number of emerging trends that are slowly important?
shaping the new Ramadan for Muslims in
Indonesia and Malaysia.
KUALA LUMPUR X TCP- INDONESIA
SERUMPUN
INTRODUCING… In true “serumpun” spirit… that’s “of the same root”
in Bahasa Malaysia and Bahasa Indonesia, we
SERUMPUN bring together triggers that are unique to each
market as well as those rooted in similar essences.
TRIGGERS
KUALA LUMPUR X TCP- INDONESIA SERUMPUN CULTURAL TRIGGERS
COMMUNITY & TRADITIONS REMIXED
THE TRIGGER EDGES
Decades-long Ramadan traditions canceled
Local traditions like Meugang (meat selling market) in Aceh, Balimau (bathing on a
IndoPride & MYPride
Globalization is all nice and dandy, but people are also
river with lime before the start of Ramadan) in Madura, Munggahan (traditional remembering the great heritage of our own country.
carnival) in Sumedang have to be postponed and canceled this year. From music, fashion, rituals, dancing, to coffee - more
young Indonesians and Malaysians are rediscovering
Annual month-long distribution of Bubur Lambuk, a type of porridge most popular their root identity, and either preserving it or giving it a
during the month of Ramadan, across Malaysia has been put on hold, while some are breath of fresh air.
already cancelled due to the COVID-19 situation.
Cancellation of major Ramadan traditions that are deeply rooted in our cultures are affecting the
emotions of Muslims observing and the festive spirit of the season.
Die-Versification
“Pivot or die” is less of a strategy and
WHAT IF more of an ultimatum. Brands are
eking out a new lease on life by
diversifying their offerings into entirely
new industry sectors. Traditions can be
We find alternative ways to still keep these traditions alive in a manner that’s align the same too. For a tradition to stand
with COVID-19 safety measures? the test of time, the experience has got
to be diversified too.
We create new traditions unique to COVID-19 Ramadan that will change
the way we observe these long-term traditions?
Useful links: MSN Indonesia, CNN Indonesia,
Harian Metro, Kompas,
Copyright 2020 TBWA\
COMMUNITY & TRADITIONS REMIXED
THE TRIGGER EDGES
No Hari Raya / Idulfitri Holidays?
The COVID-19 period is causing things to be in limbo - including now religious Polarization
celebrations. The upcoming Ramadan is already a huge change that people are We're living in a world of extremes. With the rise of
grappling with, but now there is also a huge certainty that both nations will not be polarized camps, the middle ground has eroded. It’s
celebration Raya Aidilfitri (Celebration day after 30-days of fasting) the way they're Good vs. Evil out there. Think smaller, more tribal, more
used to. radical. Or break the filter bubble, embrace your critics,
and champion the grey area.
Indonesia has decided to postpone its Hari Raya Aidilfitri holidays to Dec 28 to
31 to stop the mass movement of its people while the world is still grappling
with the COVID-19 pandemic.
The Malaysian government is looking at the possibility of differing it's public Survivalism
holidays for Hari Raya Aidilfitri celebration, which is what Indonesia has done in Today, disaster feels imminent. Climate
view of COVID-19 anxiety, looming financial crises, and political
instability is driving consumers to hope for the
best but prepare for the worst. Now drastic
WHAT IF problems require even more drastic solutions.
With so many new restrictions in place, one has to wonder if citizens will start to
reject them and choose instead to continue with their "normal way of living,” or in
this case “celebrate the way they please.”
Useful links: The Star, Straits Times
Copyright 2020 TBWA\
STRENGTHENING MY FAITH
THE TRIGGER EDGES
Guided Prayers @ Home
With mosques closing its doors to curb the spread of the Coronavirus, Muslims are losing its community
pillar that comes together through prayer congregation.
iGod
Religion is getting a facelift. With the help of VR, apps,
Besides the five times daily prayers, during the month of Ramadan additional prayers are performed and pop culture at large, institutions around the globe are
called the Tarawih prayer. Usually, Tarawih are performed together with the congregation with the injecting modern sensibility into ancient tradition. From
guidance of an Imam. However, with the closing of the mosques, many Muslims are worried about how the Hajj to the rosary, religion unites with technology in
they should perform their prayers at home without proper guidance from the Iman or by following the
Imam the way they’re used to. order to modernise and bring in younger worshippers.
Instead of people finding their faith, it’s finding them.
Hundreds of thousands of Muslims across East Java attended a Nisfu Syaaban online mass
prayer from their homes, making the event one of the largest online religious gatherings to be
held amid the COVID-19 outbreak. Nisfu Syaban refers to the 15th day of the Syaaban month,
which falls before Ramadan.
Guide Us
Since the implementation of Movement Control Order (MCO), prayer sessions have been moved
Young people are searching for guidance in
to social media channels like Facebook and Youtube where mosque officials are able to give
prayer guidance and even Islamic talks. Many are hoping more sessions like these will be uncertain times and there’s a growing industry to
available as well during the Ramadan period. help them do it. Millennials are hiring life
coaches their own age who they feel can better
WHAT IF relate to their issues. Astrology and personality
tests are now modern markers of belonging and
identity. And the self-help industry is getting
younger and predicted to hit $13bn by 2022. This
There is an app to help Muslims perform their prayers guided by a virtual Imam? generation is in a hurry to get their lives “right.”
Brands can provide direction, reflection, or the
space to be young and carefree.
The online religious practices stay, become a new behaviour and become an
alternative platform to perform guided prayers.
Useful links: Nikkei Asian Review,
The Jakarta Post
Copyright 2020 TBWA\
KUALA LUMPUR X TCP- INDONESIA MALAYSIA CULTURAL TRIGGERS
RETHINK BAZAAR RAMADAN SIGNS OF SOLIDARITY
THE TRIGGER EDGES
Onground Online Bazaar Ramadan
The yearly anticipated Bazaar Ramadan has been cancelled throughout the Die-Versification
nation in order to help curb the spread of COVID-19. However, not only is the ““Pivot or die” is less of a strategy and more of an
bazaar a part of Ramadan tradition here, it is also a huge source of income ultimatum. Brands are eking out a new lease on life
for many of the vendors that participate in it. by diversifying their offerings into entirely new
industry sectors. Traditions can be the same too. For
As a way of supporting these smaller businesses, a number of delivery a tradition to stand the test of time, the experience
has got to be diversified too.
companies such as Grab & FoodPanda, online e-commerce platforms such as
FashionValet and even the Selangor state government is stepping up by
providing multiple avenues for these business to go online; ensuring that these
business owners still have their revenue stream and that the people can still Brand Gangs
hold on to their traditions. Brands are joining forces around shared industry
challenges and good causes where they can have a
greater collective impact. 53% of consumers think
WHAT IF brands can do more to solve social problems than
governments. Imagine what an entire industry could
accomplish? 21st-century brands are built on
Online Bazaar Ramadan becomes a new normal for Malaysians - allowing collaboration. Rethink the Big businesses helping
out the newcomers and gang up for good
small bazaar vendors a potential permanent revenue stream?
Convenience Economy
Will the these vendors be able to hyper-personalise marketing efforts in the future We want it now. As people seek to
fulfill their behavioral addictions, they
based on individual preferences using the data collected during this years bazaar?
increasingly rely on algorithms and
smarter tech to not only deliver goods,
services and entertainment in an
instant, but to predict and send what
we want before we even know what
that is.
Useful links: New Straits Times, Malay Mail
Copyright 2020 TBWA\MUDIK / BALIK KAMPUNG
THE TRIGGER EDGES
Travelling back to hometown - not an idealistic dream
after all Polarization
Local airline Air Asia will start resuming its domestic flights starting 29th We're living in a world of extremes. With the rise of
polarized camps, the middle ground has eroded. It’s
April, which is a day after Malaysia’s Movement Control Order(MCO) is
Good vs. Evil out there. Think smaller, more tribal, more
expected to be lifted. And flights are already open for bookings. radical. Or break the filter bubble, embrace your critics,
and champion the grey area.
Ramadan is the time of the year where a lot of interstate travelling
happens as people balik kampung (going back to their hometown).
However, because of COVID-19 and MCO all travel plans have been halted,
and this move by Air Asia gives people a sliver of hope, maybe going back
hometown is possible after all. But is it allowed by the government? Is it IRL
It’s time to get real. In a lonelier, more
safe? And will people actually take the chance of traveling back for the automated world, we seek real-life, human
sake of tradition while putting their health in danger? experiences. Brands can respond to our need
for deeper, real-life, person-to-person
connection. Experts say we’re starting to
WHAT IF build deeper relationships with a smaller
number of people we can actually stay in
touch with IRL But in times of a global
People decide to just connect & celebrate via technology? How do airline and pandemic, we are forced to stay connected
other travel modes survive in a time where people simply can’t travel? in virtual life, but it doesn’t make it any less
REAL.
Useful links: New Stratits Times, The Edge
Copyright 2020 TBWA\RETHINK BAZAAR RAMADAN
THE TRIGGER EDGES
One Stop Shop For All Ramadan & Raya Needs.
According to a recent YouGov survey, Shopee is the number 1 brand Convenience Economy
Malaysian Muslim consumers are spending with ahead of Ramadan, and We want it now. As people seek to fulfill their
it's no surprise why. behavioral addictions, they increasingly rely on
algorithms and smarter tech to not only deliver goods,
Salam by Shopee is a one stop online experience for Muslims in the services and entertainment in an instant, but to predict
shopping app itself. Salam offers numerous sections such as Prayer Times, and send what we want before we even know what
Halal offerings, Limited-time Vouchers, Ramadan & Raya Recipes and even that is.
a donation section.
Die-Versification
WHAT IF “Pivot or die” is less of a strategy and
more of an ultimatum. Brands are
eking out a new lease on life by
diversifying their offerings into entirely
More brands look at providing experiences that are more holistic new industry sectors. Traditions can be
rather than just their singular offerings? the same too. For a tradition to stand
the test of time, the experience has got
to be diversified too.
Such one stop platform become a one-stop Halal shopping
hub designed for the Halal-conscious consumers?
Useful links: Shopee
Copyright 2020 TBWA\COMMUNITY & TRADITIONS REMIXED
THE TRIGGER EDGES
Baju Raya COVID (complete with matching mask)
Every year during Hair Raya, Malaysian Muslims would prepare their Baju Die-Versification
Raya (celebration attire) ahead of the celebration, it's typically when ““Pivot or die” is less of a strategy and more of an
ultimatum. Brands are eking out a new lease on life
everyone can flex their style. It's also a practice to look for Baju Raya
by diversifying their offerings into entirely new
Sedondon (coordinated looks) for the family. This year the spirit around the industry sectors. Traditions can be the same too. For
celebration is different with many questioning on whether to buy new Baju a tradition to stand the test of time, the experience
Raya or not. However, this has not stopped sparks of creativity. has got to be diversified too.
A local brand, JubahSouq launched a mask that matches the Baju Raya
design. This enables Muslims to stay fashionable during the Raya period
and still following necessary measure to combat the virus. Who says Authenticity
fashion can't be both modest chic, festive-approved and virus-safe? In a world dominated by global scale and
profit motive, down-to-earth passion
WHAT IF production stands out. Consumers are on
the lookout for brands, content, and
personalities that keep it real.
The COVID-19 crisis changes fashion trends that allows us
to loose a little bit of the fear and continue to express our
individuality?
Every traditional garb can now come with its matching
safety accessories?
Useful links: Instagram
Copyright 2020 TBWA\SADAQAH, ALWAYS SIGNS OF SOLIDARITY
THE TRIGGER EDGES
COVID-19 Zakat to help those in need
Another core principle of Islam is helping others in need; this is heightened iGod
Religion is getting a facelift. With the help of VR, apps,
during Ramadan as "giving back" lies at the heart of the holy month which
and pop culture at large, institutions around the globe are
goes beyond the annual zakat fitrah, a charity taken for the poor a few days injecting modern sensibility into ancient tradition. From
before the end of fasting. the Hajj to the rosary, religion unites with technology in
order to modernise and bring in younger worshippers.
With COVID-19 affecting the less fortunate most, Muslims started their Zakat Instead of people finding their faith, it’s finding them.
charity even before the start of the holy month, forcing zakat bodies across
the countries to improve their online zakat calculation and payment platform
to make donation easier.
Empathy Age
Welcome to the Interpersonal Economy. In a more
interconnected world where one country’s crisis
WHAT IF impacts us all, and where many human skills can be
automated, empathy is the new currency. Kindness
now beats honesty and vulnerability is the new
There’s different ways to zakat? People can make Zakat payment through relatability.
every online shopping transactions? Or channel parts of their purchase to
vulnerable communities?
Useful links: Berita Harian
Copyright 2020 TBWA\HOME IS WHERE IT’S AT
THE TRIGGER EDGES
DIY Home Deco Community
As a way to welcome the season, many would typically be busy renovating and decorating Guide Us
their homes right now to make sure they can present their homes in the best manner Young people are searching for guidance in uncertain
possible. However, because furniture is not part of the essential list, all major furniture times and there’s a growing industry to help them do it.
stores like IKEA, Harvey Norman, and Courts, etc are closed to obey the Movement Control Millennials are hiring life coaches their own age who
Order (MCO). they feel can better relate to their issues. Astrology and
personality tests are now modern markers of belonging
A 34 y/o man turned his bedroom into an IKEA-worthy showroom in 28 days during the and identity. And the self-help industry is getting
younger and predicted to hit $13bn by 2022. This
Movement Control Order (MCO). The IKEA furniture that he bought before the MCO, took
generation is in a hurry to get their lives “right.” Brands
him 5 years to save up the money and luckily he manage to buy it before the MCO period.
can provide direction, reflection, or the space to be
He then decided to do a complete makeover to his room from repainting his wall and young and carefree.
window grill.
With lots of time in their hands and limited access to stores, many are turning to
decorating their homes DIY style. Facebook groups dedicated to DIY deco's have been
buzzing with ideas for people to dress up their homes this Raya season.
WHAT IF
Brands start activating these communities of DIY
decorators preparing their homes for Raya season
[Influencers].
Useful links: Says, Kelab Dekorasi Ikea
Copyright 2020 TBWA\KUALA LUMPUR X TCP- INDONESIA INDONESIAN CULTURAL TRIGGERS
SADAQAH, ALWAYS SIGNS OF SOLIDARITY
THE TRIGGER EDGES
There is No “Too Little Help”
A teacher in East Java has to visit each one of his students’ home to teach them Empathy Age
during quarantine period, as most of his students don’t have access and facilitation Welcome to the Interpersonal Economy. In a more
interconnected world where one country’s crisis impacts
to online learning. In another side of Indonesia, a nine years old kid donated all of
us all, and where many human skills can be automated,
his savings in the form of coins to help buy APD (protection suit) for the medical empathy is the new currency. Kindness now beats
forces. It shows that people in Indonesia – regardless the classes and honesty and vulnerability is the new relatable.
socioeconomic status – try to show their empathy in their own way.
WHAT IF
There are appreciation for those people who help in need?
A brand provides education essentials for those who have minimum access to
learning?
Useful link: Suara, Kompas
Copyright 2020 TBWA\SIGNS OF SOLIDARITY
THE TRIGGER EDGES
The Coming Clash of Class?
The underprivileged groups in Indonesia have been in the spotlight recently due to Wealth Warfare
socio-economic impact that they've had to bear. In the limelight as well, are the rich and As the wealth gap widens into a chasm, the battle
powerful whom have drawn criticisms due their privilege and poor handling during a between the rich and the rest of us is about to erupt.
time like this with the COVID-19 outbreak. Taking down luxury brands who offend us has become
the new “cultural schadenfreude” for the working masses.
The results of this frustration comes in several emerging trends: a group called "Anarko" A current wave of movies seem to chant “Kill The Rich”.
that has emerged and has been causing chaos; presidential special staff are heavily The modern servant class of Uber drivers and
criticised for their privilege and performance; government and office executives are put manicurists is one of the fastest-growing and critiqued
industries. Elitist brands beware. The uprising is here.
on a blame; wealth distribution idea starts to emerge around people
WHAT IF
Brands can step up to help society in needs?
Government create a campaign to curb the critics and take back their
trust?
Useful link: Jakarta Post, Tirto
Copyright 2020 TBWA\SIGNS OF SOLIDARITY
THE TRIGGER EDGES
A Thousand Poems to Cure the Yearnings
COVID-19 pandemic is still spreading quite rapidly - teachers at Nusa Tenggara IRL
Timur, Indonesia share grievance because they miss their students. It’s time to get real. In a lonelier, more automated
To curb the sadness, local teacher associations asked all teachers to write poems world, we seek real-life, human experiences. Brands
about “missing” their student on its Facebook page. This poem movement can respond to our need for deeper, real-life,
succeeded in attracting hundreds of teachers to join in, all writing about their person-to-person connection. Experts say we’re
starting to build deeper relationships with a smaller
sadness and yearnings and creating beautiful poems. While our body might stay at number of people we can actually stay in touch with
home, our hearts miss all physical connection in a deeper meaning. IRL But in times of a global pandemic, we are forced
to stay connected in virtual life, but it doesn’t make
it any less REAL.
WHAT IF
The poems that these teachers made can be escalated into new level of
creative?
There’s a platform or technological approach that can help people experience
everything they miss out?
Useful link: Pos Kupang
Copyright 2020 TBWA\STRENGTHENING MY FAITH
THE TRIGGER EDGES
Government Held Online ‘Zikir’ iGod
To welcome the holy month of Ramadan amidst COVID-19 outbreak, government
Religion is getting a facelift. With the help of VR, apps,
held an online zikir (devotional acts to repeat phrases and prayers). Despite all the and pop culture at large, institutions around the globe are
limitation we have to face during this global pandemic, devotion to God towards injecting modern sensibility into ancient tradition. From
Ramadhan shall go on. Because for Indonesians, it is essential to pray in every the Hajj to the rosary, religion unites with technology in
moment possible for these all to be over. order to modernise and bring in younger worshippers.
Instead of people finding their faith, it’s finding them.
WHAT IF
A brand can facilitate religious needs during Ramadan using internet help?
Useful link: Republika
Copyright 2020 TBWA\KUALA LUMPUR X TCP- INDONESIA
• Sadaqah is an Arabic word which means voluntary charity.
• Mudik (Bahasa Indonesia) / Balik kampung (Bahasa Malaysia) refers to the pilgrimage of going
back to one’s hometown during festive season.
• Meugang is a tradition of eating meat with family & distributing it to orphans by the
people of Acheh, Indonesia
• Balimau refers to Minagkabau tradition in Indonesia of bathing in river with lime before
the start of Ramadan to cleanse the body & soul.
• Nisfu Syaaban means middle of the Muslim month of Syaaban (the month before
Ramadan). On the night of 15th, it is believe to be the night full of mercy & blessings for
Muslims.
• Bubur Lambuk is a unique porridge that’s significant to Ramadan period in Malaysia.
GLOSSARY
• Munggahan is a Sundanese tradition to celebrate the coming of Ramadan. They will
gather together with family, relatives to eat, forgive each other, and pray together.
• Hari Raya is a Malaysian term for the celebration of Eid-al-Fitr, also known as Aidilfitri. In
Indonesia, Eid is also known as Lebaran.
• Baju Raya literally means celebration attire. Muslims in Malaysia & Indonesia will wear
something new on Hari Raya/Lebaran & usually will be a traditional clothes that is
colourful and vibrant.
• Sedondon means matching colours or patterns in Malay/Indonesia Language.
• Zakat Fitrah refers to alms that is practiced by Muslims, considered one 5 core beliefs &
practices in Islam.
• Zikir are a form devotional acts, in which phrases or prayers are repeated either counted
on a set of prayer beads or through the fingers of the hand.STAY HOME STAY SAFE & RAMADAN KAREEM STAY CONNECTED To find out more about this report please e-mail Nazirah Ashari, strategic planning director, TBWA\Malaysia nanzirah.ashari@tbwa.com Henry Manampiring; chief strategy officer TCP-TBWA\ Indonesia henry.manampiring@tcptbwa.com
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