On the day of Eid after Ramadan, it is customary for Indonesians ask each other’s forgiveness to turn life anew during this auspicious period. So shouldn’t the most special apology be to the one who gets taken for granted the most?

A few weeks before the day, Pantene & Downy asked Indonesians on social media "What would you ask your mom to forgive you for this Eid?"

The best responses were selected and woven together to create the new lyrics of a classic Indonesian song Kasih Ibu (Moms love), a song every Indonesian grew up learning from their mom.

We recreated a famous childhood classic “kasih ibu” with new crowd sourced from social media messages apologizing to mom. The song was brought to life by two of Indonesia’s biggest pop stars and P&G brand ambassadors.

We leveraged social media as the entry channel for P&G to spark the

conversation.We asked audiences, “What would you ask your mom to forgive you for this Eid?"

The best responses were selected and woven together to create the new lyrics of a classic Indonesian song “Kasih Ibu” (A Mother’s Love), a song every Indonesian grew up learning from their mom.

The song was launched on YT two weeks before the fasting month period when the chatter about Ramadan picks up. In under a month the video had over 10 million views.

We also turned every store into an opportunity for Indonesian's to give back to their moms with displays and promos in stores across the country.

The campaign helped P&G to grow across categories (increase in share):

- Hair care: +0.7

- Olay: +0.4

- Downy: +1.1

- Gillette: +0.4

- Campaign helped unlock 120,000 displays from customers “free of cost”.

- The song was viewed 10 million times in less than 30 days.

- The campaign delivered a PR ROI of 15:1.

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