For Indonesians, Lebaran (Eid Al-Fitr) is the biggest and most important event of the year. It is the celebration of triumph and accomplishment after a month of fasting, and sparks many intimate moments with friends and especially families for Muslims. On the day of Lebaran, it is a tradition for Indonesians to come together and spread happiness to each other, often suited up in their newest and shiniest attire to match the festive atmosphere. Therefore, shopping for Lebaran outfits at Matahari, which is one of Indonesia's biggest department stores, has become a Lebaran tradition for Indonesian. A sign that Ramadan is here. For Ramadan 2022, Matahari together with LUP Agency came up with: 'Matahari is calling'. The idea is that the experience of Lebaran shopping in Matahari serves as a reminder for Indonesian people that Eid Al-Fitr is coming real soon, itâs time to gather with your friends and family and celebrate togetherness. Using senses, such as sound (where the kid is seen playing with the curtain, it reminds the mom of the same sound of the clothes on the shopping rack) we want to bring out the nostalgia in Indonesian people to relive the tradition, feel the joy and the good memories of shopping at Matahari for Ramadan. As our call to action says, 'Time for Eid-Al Fitr. Time for Matahari'. The 45-sec TVC is airing from the end of March until the end of April on national television together with 6 cut downs highlighting each category: womenswear, menswear, youth millenials, kidswear, shoes, and make-up.
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