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BACKSLASH RAMADAN COVID-19 SPECIAL EDITION

KUALA LUMPUR INDONESIATCP-X

EDITION 1: PRE-RAMADAN WEEK OF APRIL 22 - 28

Backslash is a proprietary TBWA discipline that highlights the latest shifts in culture (news, events, initiatives, trending hashtags, inventions, brands’ communications).

We call them “Triggers”, because they trigger something in culture. They are often a pre-requisite for emerging cultural trends. The emergence of a new trend is something we call “Edges” as they aren’t necessarily established yet, but are definitely emerging and growing.

A Trigger; for example is: “A growing number of young Muslim female travellers from Malaysia and Indonesia have already travelled abroad with their girlfriends without male Mahram as part of sisters-on-tour.” In turn, this inform the rise of the Edge: “Fempowerment” in the region.

In light of COVID-19, culture is shifting in every direction. This is being fed by consumers’ needs, governments’ reactions and brands’ initiatives.

Triggers are everywhere, shaping Edges. This document brings you the latest COVID-19 Triggers in Indonesia and Malaysia, looked into from the lens of Ramadan, the Edges they shape and their implications for brands and industries.

This document helps you to: • Understand the culture that is surrounding us in COVID-19 era. • Identify opportunities amongst the darkest news. • Jump into cultural conversations and be part of a global phenomenon. • Capitalise on this unique opportunity. (If done right.)

This document is for the curious. All marketers – from the anxious to the opportunist. Any advertiser looking for insights.Anyone who likes to read into what’s happening.If you’ve got it, it’s for you.

From your friends at

WHAT’S THIS?DOES IT MATTER? AND TO WHOM? KUALA LUMPUR INDONESIATCP-X


https://www.thedrum.com/news/2019/10/17/young-muslim-women-travellers-be-the-next-disruption-says-research

COVID-19CULTURAL TRIGGERS


RAMADAN SERIES


EMERGING RAMADAN THEMES IN THE AGE OF COVID-19COVID-19 is changing the way Muslims observe the holy month of Ramadan and everything that we know and are used to. With drastic changes in lifestyle, we foresee the observation of Ramadan will be different too. The following are a number of emerging trends that are slowly shaping the new Ramadan for Muslims in Indonesia and Malaysia.

STRENGTHENING MY FAITH

SUSTAINABLE RAMADAN

HOME IS WHERE IT’S AT

COMMUNITY & TRADITIONS

REMIXED

RETHINK BAZAAR RAMADAN

MUDIK / BALIK KAMPUNG

With long-distance travelling not encouraged (or worst,

banned), will I get to be with my family during a month when being around family is most

important?

Time to cut down on our food waste and consume only what’s needed. Will this Ramadan give us the

opportunity to observe a more responsible Ramadan?

At the heart of it, this is the month where I strengthen my connection to Allah through declaration of faith, fasting,

prayers & more.

SADAQAH, ALWAYSRamadan is incomplete

without giving. In this times of hardship, how do I continue to share what I have with those in

needs?

With no mosques to turn to, home will now become the

epicentre of Ramadan. How do I make my home a place for

spiritual activities and celebration?

Shopping during this period of social distancing will no longer

be the same. How do I still make most of my spending without going overboard?

With familiar elements gone, the new normal can be unnerving for

Muslims observing Ramadan What can be done to keep the

spirit alive and familiar?

SIGNS OF SOLIDARITY

COVID-19 continues to spread, but it’s bringing out the best in people around the globe. As Muslim, how do I advocate for humanity and solidarity between people in this

trying times?


INTRODUCING… SERUMPUN TRIGGERS

In true “serumpun” spirit… that’s “of the same root” in Bahasa Malaysia and Bahasa Indonesia, we bring together triggers that are unique to each market as well as those rooted in similar essences.

SERUMPUN

SERUMPUN CULTURAL TRIGGERS


THE TRIGGERDecades-long Ramadan traditions canceled

WHAT IF

Useful links: MSN Indonesia, CNN Indonesia, Harian Metro, Kompas,

Copyright 2020 TBWA\

COMMUNITY & TRADITIONS REMIXED

We find alternative ways to still keep these traditions alive in a manner that’s align with COVID-19 safety measures?

Local traditions like Meugang (meat selling market) in Aceh, Balimau (bathing on a river with lime before the start of Ramadan) in Madura, Munggahan (traditional carnival) in Sumedang have to be postponed and canceled this year.

Annual month-long distribution of Bubur Lambuk, a type of porridge most popular during the month of Ramadan, across Malaysia has been put on hold, while some are already cancelled due to the COVID-19 situation.

Cancellation of major Ramadan traditions that are deeply rooted in our cultures are affecting the emotions of Muslims observing and the festive spirit of the season.

We create new traditions unique to COVID-19 Ramadan that will change the way we observe these long-term traditions?

IndoPride & MYPride Globalization is all nice and dandy, but people are also remembering the great heritage of our own country.From music, fashion, rituals, dancing, to coffee - more young Indonesians and Malaysians are rediscovering their root identity, and either preserving it or giving it a breath of fresh air.

Die-Versification “Pivot or die” is less of a strategy and more of an ultimatum. Brands are eking out a new lease on life by diversifying their offerings into entirely new industry sectors. Traditions can be the same too. For a tradition to stand the test of time, the experience has got to be diversified too.

EDGES

THE TRIGGER

WHAT IF

Useful links: The Star, Straits Times


With so many new restrictions in place, one has to wonder if citizens will start to reject them and choose instead to continue with their "normal way of living,” or in this case “celebrate the way they please.”


Indonesia has decided to postpone its Hari Raya Aidilfitri holidays to Dec 28 to 31 to stop the mass movement of its people while the world is still grappling with the COVID-19 pandemic.

The Malaysian government is looking at the possibility of differing it's public holidays for Hari Raya Aidilfitri celebration, which is what Indonesia has done in view of COVID-19

No Hari Raya / Idulfitri Holidays? The COVID-19 period is causing things to be in limbo - including now religious celebrations. The upcoming Ramadan is already a huge change that people are grappling with, but now there is also a huge certainty that both nations will not be celebration Raya Aidilfitri (Celebration day after 30-days of fasting) the way they're used to.

Polarization We're living in a world of extremes. With the rise of polarized camps, the middle ground has eroded. It’s Good vs. Evil out there. Think smaller, more tribal, more radical. Or break the filter bubble, embrace your critics, and champion the grey area.

Survivalism Today, disaster feels imminent. Climate anxiety, looming financial crises, and political instability is driving consumers to hope for the best but prepare for the worst. Now drastic problems require even more drastic solutions.

EDGES

THE TRIGGERGuided Prayers @ Home With mosques closing its doors to curb the spread of the Coronavirus, Muslims are losing its community pillar that comes together through prayer congregation.

Besides the five times daily prayers, during the month of Ramadan additional prayers are performed called the Tarawih prayer. Usually, Tarawih are performed together with the congregation with the guidance of an Imam. However, with the closing of the mosques, many Muslims are worried about how they should perform their prayers at home without proper guidance from the Iman or by following the Imam the way they’re used to.

There is an app to help Muslims perform their prayers guided by a virtual Imam?

WHAT IF

Useful links: Nikkei Asian Review, The Jakarta Post


The online religious practices stay, become a new behaviour and become an alternative platform to perform guided prayers.


Hundreds of thousands of Muslims across East Java attended a Nisfu Syaaban online mass prayer from their homes, making the event one of the largest online religious gatherings to be held amid the COVID-19 outbreak. Nisfu Syaban refers to the 15th day of the Syaaban month, which falls before Ramadan.

Since the implementation of Movement Control Order (MCO), prayer sessions have been moved to social media channels like Facebook and Youtube where mosque officials are able to give prayer guidance and even Islamic talks. Many are hoping more sessions like these will be available as well during the Ramadan period.

iGod Religion is getting a facelift. With the help of VR, apps, and pop culture at large, institutions around the globe are injecting modern sensibility into ancient tradition. From the Hajj to the rosary, religion unites with technology in order to modernise and bring in younger worshippers. Instead of people finding their faith, it’s finding them.

Guide Us Young people are searching for guidance in uncertain times and there’s a growing industry to help them do it. Millennials are hiring life coaches their own age who they feel can better relate to their issues. Astrology and personality tests are now modern markers of belonging and identity. And the self-help industry is getting younger and predicted to hit $13bn by 2022. This generation is in a hurry to get their lives “right.” Brands can provide direction, reflection, or the space to be young and carefree.

EDGES

MALAYSIA CULTURAL TRIGGERS


THE TRIGGEROnground Online Bazaar Ramadan The yearly anticipated Bazaar Ramadan has been cancelled throughout the nation in order to help curb the spread of COVID-19. However, not only is the bazaar a part of Ramadan tradition here, it is also a huge source of income for many of the vendors that participate in it.

As a way of supporting these smaller businesses, a number of delivery companies such as Grab & FoodPanda, online e-commerce platforms such as FashionValet and even the Selangor state government is stepping up by providing multiple avenues for these business to go online; ensuring that these business owners still have their revenue stream and that the people can still hold on to their traditions.

Online Bazaar Ramadan becomes a new normal for Malaysians - allowing small bazaar vendors a potential permanent revenue stream?

WHAT IF

Useful links: New Straits Times, Malay Mail


Will the these vendors be able to hyper-personalise marketing efforts in the future based on individual preferences using the data collected during this years bazaar?

RETHINK BAZAAR RAMADAN SIGNS OF SOLIDARITY

Die-Versification ““Pivot or die” is less of a strategy and more of an ultimatum. Brands are eking out a new lease on life by diversifying their offerings into entirely new industry sectors. Traditions can be the same too. For a tradition to stand the test of time, the experience has got to be diversified too.

Brand Gangs Brands are joining forces around shared industry challenges and good causes where they can have a greater collective impact. 53% of consumers think brands can do more to solve social problems than governments. Imagine what an entire industry could accomplish? 21st-century brands are built on collaboration. Rethink the Big businesses helping out the newcomers and gang up for good

Convenience Economy We want it now. As people seek to fulfill their behavioral addictions, they increasingly rely on algorithms and smarter tech to not only deliver goods, services and entertainment in an instant, but to predict and send what we want before we even know what that is.

EDGES

THE TRIGGERTravelling back to hometown - not an idealistic dream after all Local airline Air Asia will start resuming its domestic flights starting 29th April, which is a day after Malaysia’s Movement Control Order(MCO) is expected to be lifted. And flights are already open for bookings.

Ramadan is the time of the year where a lot of interstate travelling happens as people balik kampung (going back to their hometown). However, because of COVID-19 and MCO all travel plans have been halted, and this move by Air Asia gives people a sliver of hope, maybe going back hometown is possible after all. But is it allowed by the government? Is it safe? And will people actually take the chance of traveling back for the sake of tradition while putting their health in danger?

WHAT IF

Useful links: New Stratits Times, The Edge


MUDIK / BALIK KAMPUNG

People decide to just connect & celebrate via technology? How do airline and other travel modes survive in a time where people simply can’t travel?

IRL It’s time to get real. In a lonelier, more automated world, we seek real-life, human experiences. Brands can respond to our need for deeper, real-life, person-to-person connection. Experts say we’re starting to build deeper relationships with a smaller number of people we can actually stay in touch with IRL But in times of a global pandemic, we are forced to stay connected in virtual life, but it doesn’t make it any less REAL.

Polarization We're living in a world of extremes. With the rise of polarized camps, the middle ground has eroded. It’s Good vs. Evil out there. Think smaller, more tribal, more radical. Or break the filter bubble, embrace your critics, and champion the grey area.

EDGES

THE TRIGGEROne Stop Shop For All Ramadan & Raya Needs. According to a recent YouGov survey, Shopee is the number 1 brand Malaysian Muslim consumers are spending with ahead of Ramadan, and it's no surprise why.

Salam by Shopee is a one stop online experience for Muslims in the shopping app itself. Salam offers numerous sections such as Prayer Times, Halal offerings, Limited-time Vouchers, Ramadan & Raya Recipes and even a donation section.

WHAT IF

Useful links: Shopee


More brands look at providing experiences that are more holistic rather than just their singular offerings?

RETHINK BAZAAR RAMADAN

Such one stop platform become a one-stop Halal shopping hub designed for the Halal-conscious consumers?

Convenience Economy We want it now. As people seek to fulfill their behavioral addictions, they increasingly rely on algorithms and smarter tech to not only deliver goods, services and entertainment in an instant, but to predict and send what we want before we even know what that is.

Die-Versification “Pivot or die” is less of a strategy and more of an ultimatum. Brands are eking out a new lease on life by diversifying their offerings into entirely new industry sectors. Traditions can be the same too. For a tradition to stand the test of time, the experience has got to be diversified too.

EDGES

https://www.marketing-interactive.com/top-10-brands-muslim-consumers-are-spending-on-ahead-of-ramadan?idU=1

THE TRIGGERBaju Raya COVID (complete with matching mask) Every year during Hair Raya, Malaysian Muslims would prepare their Baju Raya (celebration attire) ahead of the celebration, it's typically when everyone can flex their style. It's also a practice to look for Baju Raya Sedondon (coordinated looks) for the family. This year the spirit around the celebration is different with many questioning on whether to buy new Baju Raya or not. However, this has not stopped sparks of creativity.

A local brand, JubahSouq launched a mask that matches the Baju Raya design. This enables Muslims to stay fashionable during the Raya period and still following necessary measure to combat the virus. Who says fashion can't be both modest chic, festive-approved and virus-safe?

The COVID-19 crisis changes fashion trends that allows us to loose a little bit of the fear and continue to express our individuality?

WHAT IF


Useful links: Instagram


Every traditional garb can now come with its matching safety accessories?

Authenticity In a world dominated by global scale and profit motive, down-to-earth passion production stands out. Consumers are on the lookout for brands, content, and personalities that keep it real.

Die-Versification ““Pivot or die” is less of a strategy and more of an ultimatum. Brands are eking out a new lease on life by diversifying their offerings into entirely new industry sectors. Traditions can be the same too. For a tradition to stand the test of time, the experience has got to be diversified too.

EDGES

THE TRIGGER

There’s different ways to zakat? People can make Zakat payment through every online shopping transactions? Or channel parts of their purchase to vulnerable communities?

WHAT IF

Useful links: Berita Harian


COVID-19 Zakat to help those in need

Another core principle of Islam is helping others in need; this is heightened during Ramadan as "giving back" lies at the heart of the holy month which goes beyond the annual zakat fitrah, a charity taken for the poor a few days before the end of fasting.

With COVID-19 affecting the less fortunate most, Muslims started their Zakat charity even before the start of the holy month, forcing zakat bodies across the countries to improve their online zakat calculation and payment platform to make donation easier.

SADAQAH, ALWAYS SIGNS OF SOLIDARITY


Empathy Age Welcome to the Interpersonal Economy. In a more interconnected world where one country’s crisis impacts us all, and where many human skills can be automated, empathy is the new currency. Kindness now beats honesty and vulnerability is the new relatability.

EDGES

THE TRIGGER

Brands start activating these communities of DIY decorators preparing their homes for Raya season [Influencers].

WHAT IF


HOME IS WHERE IT’S AT

DIY Home Deco Community As a way to welcome the season, many would typically be busy renovating and decorating their homes right now to make sure they can present their homes in the best manner possible. However, because furniture is not part of the essential list, all major furniture stores like IKEA, Harvey Norman, and Courts, etc are closed to obey the Movement Control Order (MCO).

A 34 y/o man turned his bedroom into an IKEA-worthy showroom in 28 days during the Movement Control Order (MCO). The IKEA furniture that he bought before the MCO, took him 5 years to save up the money and luckily he manage to buy it before the MCO period. He then decided to do a complete makeover to his room from repainting his wall and window grill.

With lots of time in their hands and limited access to stores, many are turning to decorating their homes DIY style. Facebook groups dedicated to DIY deco's have been buzzing with ideas for people to dress up their homes this Raya season.

Useful links: Says, Kelab Dekorasi Ikea

Guide Us Young people are searching for guidance in uncertain times and there’s a growing industry to help them do it. Millennials are hiring life coaches their own age who they feel can better relate to their issues. Astrology and personality tests are now modern markers of belonging and identity. And the self-help industry is getting younger and predicted to hit $13bn by 2022. This generation is in a hurry to get their lives “right.” Brands can provide direction, reflection, or the space to be young and carefree.

EDGES

INDONESIAN CULTURAL TRIGGERS


THE TRIGGERThere is No “Too Little Help” A teacher in East Java has to visit each one of his students’ home to teach them during quarantine period, as most of his students don’t have access and facilitation to online learning. In another side of Indonesia, a nine years old kid donated all of his savings in the form of coins to help buy APD (protection suit) for the medical forces. It shows that people in Indonesia – regardless the classes and socioeconomic status – try to show their empathy in their own way.

A brand provides education essentials for those who have minimum access to learning?

There are appreciation for those people who help in need?

WHAT IF

Useful link: Suara, Kompas


SIGNS OF SOLIDARITYSADAQAH, ALWAYS

Empathy Age Welcome to the Interpersonal Economy. In a more interconnected world where one country’s crisis impacts us all, and where many human skills can be automated, empathy is the new currency. Kindness now beats honesty and vulnerability is the new relatable.

EDGES

THE TRIGGERThe Coming Clash of Class? The underprivileged groups in Indonesia have been in the spotlight recently due to socio-economic impact that they've had to bear. In the limelight as well, are the rich and powerful whom have drawn criticisms due their privilege and poor handling during a time like this with the COVID-19 outbreak.

The results of this frustration comes in several emerging trends: a group called "Anarko" that has emerged and has been causing chaos; presidential special staff are heavily criticised for their privilege and performance; government and office executives are put on a blame; wealth distribution idea starts to emerge around people

Government create a campaign to curb the critics and take back their trust?

Brands can step up to help society in needs?

WHAT IF

Useful link: Jakarta Post, Tirto


SIGNS OF SOLIDARITY

Wealth Warfare As the wealth gap widens into a chasm, the battle between the rich and the rest of us is about to erupt. Taking down luxury brands who offend us has become the new “cultural schadenfreude” for the working masses. A current wave of movies seem to chant “Kill The Rich”. The modern servant class of Uber drivers and manicurists is one of the fastest-growing and critiqued industries. Elitist brands beware. The uprising is here.

EDGES

THE TRIGGERA Thousand Poems to Cure the Yearnings COVID-19 pandemic is still spreading quite rapidly - teachers at Nusa Tenggara Timur, Indonesia share grievance because they miss their students. To curb the sadness, local teacher associations asked all teachers to write poems about “missing” their student on its Facebook page. This poem movement succeeded in attracting hundreds of teachers to join in, all writing about their sadness and yearnings and creating beautiful poems. While our body might stay at home, our hearts miss all physical connection in a deeper meaning.

There’s a platform or technological approach that can help people experience everything they miss out?

The poems that these teachers made can be escalated into new level of creative?

WHAT IF

Useful link: Pos Kupang


SIGNS OF SOLIDARITY

IRL It’s time to get real. In a lonelier, more automated world, we seek real-life, human experiences. Brands can respond to our need for deeper, real-life, person-to-person connection. Experts say we’re starting to build deeper relationships with a smaller number of people we can actually stay in touch with IRL But in times of a global pandemic, we are forced to stay connected in virtual life, but it doesn’t make it any less REAL.

EDGES

THE TRIGGER

Government Held Online ‘Zikir’ To welcome the holy month of Ramadan amidst COVID-19 outbreak, government held an online zikir (devotional acts to repeat phrases and prayers). Despite all the limitation we have to face during this global pandemic, devotion to God towards Ramadhan shall go on. Because for Indonesians, it is essential to pray in every moment possible for these all to be over.

A brand can facilitate religious needs during Ramadan using internet help?

WHAT IF

Useful link: Republika




EDGES


GLOSSARY

• Sadaqah is an Arabic word which means voluntary charity.

• Mudik (Bahasa Indonesia) / Balik kampung (Bahasa Malaysia) refers to the pilgrimage of going back to one’s hometown during festive season.

• Meugang is a tradition of eating meat with family & distributing it to orphans by the people of Acheh, Indonesia

• Balimau refers to Minagkabau tradition in Indonesia of bathing in river with lime before the start of Ramadan to cleanse the body & soul.

• Nisfu Syaaban means middle of the Muslim month of Syaaban (the month before Ramadan). On the night of 15th, it is believe to be the night full of mercy & blessings for Muslims.

• Bubur Lambuk is a unique porridge that’s significant to Ramadan period in Malaysia. • Munggahan is a Sundanese tradition to celebrate the coming of Ramadan. They will

gather together with family, relatives to eat, forgive each other, and pray together. • Hari Raya is a Malaysian term for the celebration of Eid-al-Fitr, also known as Aidilfitri. In

Indonesia, Eid is also known as Lebaran. • Baju Raya literally means celebration attire. Muslims in Malaysia & Indonesia will wear

something new on Hari Raya/Lebaran & usually will be a traditional clothes that is colourful and vibrant.

• Sedondon means matching colours or patterns in Malay/Indonesia Language. • Zakat Fitrah refers to alms that is practiced by Muslims, considered one 5 core beliefs &

practices in Islam. • Zikir are a form devotional acts, in which phrases or prayers are repeated either counted

on a set of prayer beads or through the fingers of the hand.

STAY HOME STAY SAFE & RAMADAN KAREEMSTAY CONNECTEDTo find out more about this report please e-mail

Nazirah Ashari, strategic planning director, TBWA\Malaysia [email protected]

Henry Manampiring; chief strategy officer TCP-TBWA\ Indonesia [email protected]

mailto:[email protected]

mailto:[email protected]

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