An Unfamiliar Prayer

Back in April 2020, The Holy Month arrived at a time when COVID-19 had shifted the world’s axis. People were forced to adjust to new ways of coping with life at a blinding pace. Livelihoods of many had been affected overnight. Income ceased to be disposable. And then came Ramadan.

So, M&C Saatchi Indonesia took a deep-dive into new consumer behaviour changes during the year’s most important marketable festival in Indonesia, and how brands can cope with it.

Ramadan in 2020 will be unlike any other. The Holy Month arrives at a time when COVID-19 has shifted the world’s axis. People are forced to adjust to new ways of coping with life at a blinding pace. Livelihoods of many have been affected. Income ceases to be disposable.

‘Mudik’ is banned. Home is the new Masjid. Yet for some, THR – the mandatory bonus – will come as an added blessing, but they’ll want to spend it differently.

This study throws light on new consumer behaviour changes during the year’s most important marketable festival in Indonesia, and how brands can cope with it.

On the one hand, the pandemic spells doom. On the other, brands can still win in Ramadan 2020. This study from M&C Saatchi Indonesia tells you how.

Download the full report here.