Wardah's emotional storytelling wins hearts this Ramadan 2025
Wardah's Ramadan campaign showcases authentic storytelling about mother-daughter relationships. Learn what made it successful and compare with other 2025 campaigns.
This Ramadan season, a season to forgive and to spread kindness, brands across Indonesia are launching campaigns to celebrate this holy month, and Wardah has taken a uniquely heartfelt approach.
Founded in 1995, Wardah has established itself as Indonesia's leading halal beauty brand by creating products that align with Islamic values while enhancing physical beauty.
The brand's commitment to ethical values has built trust with millions of consumers across Southeast Asia, helping Wardah maintain its position as one of Indonesia's top-selling cosmetic brands in 2024, with moisturizer sales reaching IDR 8.3 billion (US$503,300) over a two-week period in May, capturing a 3.77% market share.
Their latest campaign, 'Menangkan Langkah Kebaikan' (Win the Steps of Kindness), tells a moving story of a mother-daughter relationship exploring themes of identity, faith, and acceptance.
In this article, we'll unpack Wardah's campaign success, compare it with other 2025 Ramadan initiatives, and examine how Indonesia's leading halal skincare brand connects authentically with its audience during this holy month.
Short on time?
Here is a table of content for quick navigation and access:
- What is Wardah’s Ramadan campaign all about?
- Key lessons marketers can learn from this campaign
- Other notable Ramadan campaigns in 2025
Patrecia Meliana
What is Wardah’s Ramadan campaign all about?
The campaign follows Zia, a young woman struggling with self-identity, who asks her mother to remove her hijab. This narrative explores the universal challenge of self-discovery while staying true to personal and cultural values — a story that deeply resonates with Wardah's core audience.
Instead of focusing solely on product promotion, Wardah has created a perfect blend of emotion, cultural relevance, and authentic storytelling, making it one of the most memorable campaigns this Ramadan season.
The campaign has achieved remarkable success on social media. On Instagram, the campaign reels have amassed over 5.6 million views, with overwhelmingly positive feedback. The campaign's first short film on YouTube has garnered 84,000 views, with comments praising the relatable storyline and heartfelt message.
"Alhamdulillah, the story is so beautiful and inspiring," one viewer commented, while another wrote, "I'd keep watching if Wardah keeps producing meaningful series like this."
The success of this campaign lies in its deep understanding of Indonesian culture, specifically the value of family and personal growth during Ramadan. These are foundational principles that resonate deeply with the audience during this spiritually significant time.
Key lessons marketers can learn from this campaign
Wardah's campaign offers valuable insights for brands looking to create meaningful connections with their audience. Here are four key takeaways that marketers can apply to their own strategy.
1. Authenticity is key
In a world filled with polished marketing, Wardah stayed true to their roots. Their authentic storytelling resonates with audiences and builds trust in their brand by addressing real issues Indonesian women face.
2. Don't hard sell
A great campaign doesn't always need to focus solely on the products. Wardah shows that focusing on branding and emotional connections can leave a lasting impression that strengthens brand loyalty.
3. The power of storytelling
The campaign unfolds through a diverse range of platforms and activities, including a series of emotional short films, television commercials, and digital activations. This multi-platform approach ensures a continuous presence and engagement with audiences throughout Ramadan.
4. Leverage cultural nuances
Understanding the cultural values and traditions of the target audience is crucial. Wardah's focus on personal growth, faith, and family relationships during Ramadan made their message highly relevant and relatable to Indonesian women.
Other notable Ramadan campaigns in 2025
While Wardah has created a deeply emotional campaign focused on personal journeys, several other brands have taken different approaches to connect with audiences during Ramadan 2025:
1. Victoria's Secret
Victoria Secret launched their first-ever Ramadan collection in 2025, featuring modest fashion pieces designed specifically for the holy month. Their campaign primarily showcases the products through stylish photoshoots but focuses less on the spiritual aspects of Ramadan.
2. Indomie
Indomie’s #AmbilNikmarnya campaign celebrates the joy of breaking fast together with loved ones. Their advertisements feature families gathering around tables filled with their instant noodle products, tapping into feelings of nostalgia and togetherness that are central to iftar traditions.
3. Merrachi
Merrachi took a global approach with their "I Belong Here" campaign, highlighting Muslim communities around the world. Their message of inclusivity resonates across borders but lacks the specific cultural nuances that make Wardah's campaign so effective in Indonesia.
By encouraging women to navigate their personal journeys with kindness and sincerity, Wardah has once again demonstrated its commitment to uplifting women through ethical beauty, making it a standout brand this Ramadan season.
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