Grey Group, Pantene and Downy rewrite Indonesia’s most famous childhood song

Pantene, Downy, and Grey Group Indonesia have partnered in a new campaign this Ramadhan. Every Idul fitri season, Indonesians ask each other for forgiveness to turn life anew. But when it comes to saying sorry to Mom, it is not a straightforward affair, especially in a culture like Indonesia’s where people cannot always be open about how they feel in person.

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Turning to social media, a place where Indonesians can express themselves more openly, Pantene and Downy’s ambassadors asked, “What would you ask forgiveness of from Mom this Idul Fitri?”

The 17 best social media posts were selected and the new lyrics of Kasih Ibu (A Mother’s Love), a childhood song every Indonesian grew up listening to, was pieced together from the posts. The people who wrote the replies were trained in a choir to sing the new rendition, together with Pantene’s brand ambassador, Anggun and Downy’s ambassador, Andien.

The Moms of the 17 winners were invited to a surprise concert under the pretext that their children were part of the concert’s organizing committee. Little did they know that they were about to witness their children singing a song of forgiveness to them with two of the country’s biggest pop stars.

The launch of the song on YouTube captured the imagination of the country, and has been viewed on YouTube over 6 million times (and increasing) with just 3 weeks into the launch. The song has even inspired covers with many sharing their personalized song of forgiveness with their Moms.

“Idul Fitri is a season of forgiveness, and we wanted to give a chance to millions of Indonesians to share their truest feelings with the person who matters the most to them: their Mom. The one person who deserves the most beautiful apology,” said Daphne Kuah, Country Marketing Manager P&G Indonesia.

“We wanted to channel the very essence of Ramadhan with our latest campaign for Pantene and Downy. A time of spiritual reflection, self-improvement, love, and forgiveness, we think the campaign captured the raw emotions of a child’s love for their mother.”, said Nugroho Nurarifin, Executive Creative Director, Grey Group Indonesia.

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