Djarum’s Hikmah Puasa taps Playgroup Asia to explore modern disconnection in Ramadan film

Djarum’s Ramadan and Eid initiative, Hikmah Puasa, has tapped Playgroup Asia to unveil its 2026 campaign, anchored by a short film titled Sambung Silaturahmi, examining the subtle emotional gaps that can exist despite physical closeness.

Launched in Jakarta this February, the campaign moved away from the traditional approach of leaning into themes of warmth and reunion. Instead, Sambung Silaturahmi takes an observational route, reflecting on how connection can quietly erode within the routines of modern life.

Set in a modest neighbourhood, the film follows four residents as they navigate everyday responsibilities in the lead-up to Eid. Through ordinary exchanges and small interactions, the narrative suggests that proximity does not always equate to presence.

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The campaign draws from Ramadan’s long-standing association with reflection and togetherness, positioning the holy month as a moment not only for ritual, but for introspection.

“Ramadan holds deep meaning for many people,” said Lita Suryawijaya, corporate communications senior manager at Djarum. “Through Hikmah Puasa, we aim to present thoughtful and inspiring stories that resonate with everyday experiences. This film highlights moments that feel familiar, especially in today’s fast-paced environment.”

Rather than relying on heightened drama, the creative approach remains grounded and restrained. The storytelling centres on recognisable situations, allowing audiences to see their own relationships mirrored on screen.

“We wanted it to feel honest and close to everyday life,” Playgroup said. “The situations portrayed are familiar and relatable. We let the moments speak for themselves.”

Beyond the hero film, the campaign extends across social media throughout Ramadan, with a series of activities and inspirational content designed to sustain engagement and encourage participation. By expanding the narrative beyond a single asset, Hikmah Puasa aims to foster ongoing conversation around reconnection and emotional awareness.

Sambung Silaturahmi is available on YouTube and Instagram via @HikmahPuasa for the duration of Ramadan 2026.

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