Ramadan in Indonesia 2025: Digital Trends, Insights & Growth Hacks
During Ramadan, Indonesians embrace spiritual reflection, devotion, and community as the month holds immense cultural and spiritual weight. The festive atmosphere, and increased spending make this period a key opportunity for marketers to connect with consumers, build brand resonance, and capture a larger share of wallet.
Read on for winning Ramadan strategies to target Indonesian consumers, and for more tips, trends and insights, download the full paper available here.
Indonesia – A Mobile First Market
- Indonesia is #1 in mobile app usage globally
- The market constitutes 70% of mobile internet users
- Has 87% Muslim population
- With 185 million internet users
Brands should not just focus on visibility during Ramadan but also on creating meaningful engagement with their audience. And a winning Ramadan strategy comes down to three main pillars:
1. Cultural Alignment: Crafting messaging that resonates with Ramadan values
2. Strategic Timing: Reaching audiences when they are most engaged
3. Smart Channels and Ads: Meeting audiences where they are most active
1. Cultural Alignment
For a successful Ramadan campaign, it’s essential to craft messaging that aligns with the season’s spirit while respecting cultural nuances across regions. Understanding what resonates with different audiences can enhance engagement and brand affinity.
1. Authentic Celebration: Ramadan is a time of reflection, generosity, and togetherness. Campaigns that genuinely celebrate these values see a 30% increase in engagement and significantly boost brand favourability.
2. Cultural Values Matter: In Indonesia, 77% of consumers prefer brands that honor their cultural heritage, even if it means paying a premium. Demonstrating respect for traditions can foster deeper connections and long-term brand loyalty.
3. Reaching the Java Audience: Consumers in Java gravitate toward sustainability and innovation when choosing brands. Positioning your brand as cool, trendy, and forward-thinking can be particularly effective in capturing the attention of the younger demographic.
4. Engaging the Non-Java Audience: Outside Java, trust, reliability, and authenticity are top priorities. Sensory marketing, such as incorporating traditional sounds and nostalgic elements, can evoke strong emotions and enhance brand recall.
“Brands need to go beyond generic festive messaging and truly connect with the spirit of Ramadan. Think gaming apps letting users donate game coins to charity, or fitness apps tailoring workouts for fasting schedules, or e-commerce apps offering special Ramadan bundles that cater to traditional Iftar meals. It’s about evoking community, spirituality, and generosity in a way that resonates with the consumers.”
Harikrishnan Binu, Strategy and Insights Associate Director, M&C Saatchi Performance
2. Strategic Timing
Consumer digital behaviour shifts throughout the day. Optimizing ad placements based on Ramadan browsing and shopping habits maximizes impact. It is key to reach your audience when they are most engaged.
“Marketers should leverage high-engagement periods during Ramadan to maximise campaign visibility. Food delivery apps can promote special deals, while fitness apps offer wellness tips. Cultural sensitivity is key – respecting traditions builds trust and strengthens brand connection.”
Nachiket Desai, Indonesia Country Director, M&C Saatchi Performance
Mobile activity surges during key Ramadan moments, that is, Sahur, Iftar, and Night, presenting prime opportunities for brands to engage their audience effectively:
1. Sahur: With 75 million active users and a 230% spike in mobile activity, Sahur is the ideal time for mobile ads and food promotions, as consumers browse content while preparing for the day’s fast.
2. Iftar: 90 million users are active during Iftar, with a 33% increase in video consumption. Brands can maximize engagement through YouTube ads, capturing attention as families and friends gather to break their fast.
3. Night: After Iftar, 60 million users turn to online shopping, with 50% browsing e-commerce platforms. This is the perfect window for brands to drive sales and conversions through promotions and exclusive offers.
3.1 Smart Channels
Engage your audience effectively by reaching them on the platforms where they are most active during Ramadan.
1. Social commerce dominance: Social apps saw the highest download rates in 2024. Brands can expand their reach by integrating Instagram, Facebook, and TikTok’s shopping features with Shopee, Tokopedia, and Lazada to drive seamless conversions.
“Social Commerce mixes fun and shopping seamlessly, guiding users from content to purchase. It’s a key testing ground for fashion, beauty, groceries, and DTC brands to stay ahead of trends.”
Nachiket Desai, Indonesia Country Director, M&C Saatchi Performance
2. Growth of online gaming: 44% of users turn to online gaming during Ramadan, with activity peaking pre-Sahur and post-Iftar. Brands can boost interaction through gamified ads, in-game rewards, short-form video content, and strategic in-app purchases.
3. Fintech adoption surge: E-wallet usage increases as charity-driven campaigns emotionally resonate with consumers. Drive adoption with cashback promotions, special discounts, Buy Now Pay Later (BNPL) options, and online lending offers.
4. eCommerce shopping boom: 60% of consumers increase their mobile shopping spend during Ramadan. Brands can tap into this demand with flash deals, discounts, and free shipping, catering to price-sensitive shoppers.
5. Benevolence rises: Zakat (obligatory almsgiving) and Sadaqah (voluntary charity) see a spike during Ramadan. Charities and non-profits should anticipate increased donations and align their campaigns with audience behaviors to maximize impact.
6. Omnichannel shopping experience: 93% of consumers blend online and offline shopping. Brands can bridge both worlds with cross-channel offers, virtual try-ons, and interactive digital displays in public spaces to drive engagement and footfall.
7. Peak in online food delivery: With holiday staff shortages and a stronger focus on shared meals, demand for food delivery surges. Brands can capture attention with special offers, targeted discounts, and promotions for Sahur and Iftar meals.
3.2 Smart Ads
Using the right ad format ensures visibility and engagement. Some of the most popular ad formats during Ramadan that work are branded ads, mobile video ads, live streaming ads, and targeted ads.
1. Branded ads: 88% of Indonesians discover products through branded ads. Brands can capture attention with catchy, discount-led ads featuring clear CTAs, as 73% of shoppers prioritize deals and promotions.
2. Mobile Video ads: Mobile video ads engage 89% of users. Brands can enhance engagement through shoppertainment strategies, using humorous and relatable influencer content to drive conversions.
3. Live Streaming ads: Live ads provide real-time interaction, making them ideal for eCommerce. Engage younger audiences with interactive experiences, live shopping, and Q&A sessions on platforms like TikTok Shop, Instagram, and YouTube.
4. Targeted ads: 84% of Indonesians are last-minute buyers. Brands can optimize conversions with location-based and retargeted ads, offering exclusive deals 1–2 weeks before Eid and flash sales to attract shoppers looking for gifts.
In Summary
While Ramadan has always been about deeper associations for brands, the rise of social commerce & gamified experiences open new ways to connect meaningfully with Indonesians. With growth surging beyond Java, personalization & tailored messaging for these distinct audiences, along with adopting omnichannel strategies, will be key to success in this evolving market.
Related Reading
Webinar – App Store Optimization Strategies to Drive Organic Growth During Ramadan
Blog – Driving App Growth This Ramadan
