Advertising: Pocari Sweat New Ramadhan Ads Is Bringing Rhoma Irama – Youtube @PocariId

As many Indonesians tune in to television during the special month of Ramadan, advertisers also try to capture the nation’s attention. One memorable commercial by Pocari Sweat brings Rhoma Irama performing on stage, delivering an energetic concert scene with a tagline, “Don’t let your body fluids leak.”

• Kenapa harus peduli?
  • Iconic Legendary Icon – Rhoma Irama is widely known in Indonesia as a legendary dangdut icon. Many Indonesians, especially the older generation, grew up listening to his music and remain loyal fans.

○ Culture Meets Digital – Pocari Sweat has been around for decades, yet not everyone associates the drink with the moment of sahur. By blending dangdut music, a legendary icon, and humorous storytelling, the campaign bridges generations. It appeals to older audiences who recognize the cultural reference while still entertaining younger viewers through its playful and absurd humor.

○ Moving Ahead – When attention spam becomes shorter and shorter, a brand needs to create a concept that quickly captures the audience’s attention while still getting its message across.

Advertising: Why Apple Inc. Cannot Use the Same Ads Everywhere – Korea JoongAng Daily

When introducing a new product to a market, cultural context matters. In Korea, Apple Inc. removed the pinching hand gesture from its ad. In Japan, the iPhone keeps a mandatory camera shutter sound due to local privacy norms. These examples show how Apple continues to adapt to culture instead of trying to change it.

• Kenapa harus peduli?
  • Different Culture, Different Meaning – The pinching hand, known as jibgeson, carries controversial connotations in Korea. This highlights how cultural literacy is now part of the creative process. Creatives are not just designing visuals. They are navigating social meanings embedded within them.

○ Avoid Controversy – When entering different markets, brands must navigate local regulations and cultural sensitivities to ensure their message is received as intended.

○ Moving Ahead – Apple Inc. is an internationally recognized technology company. Because of that global reach, its advertising must resonate across different cultures. After all, it is better for a brand to go viral because of the product rather than because a blunt creative idea creates controversy.

Culture: The End of Monoculture – WSJ

Back then, when you were watching your favorite TV show on RCTI, chances are millions of other Indonesians were watching the same thing at the same time. This shared viewing experience is what we call a monoculture, a moment when a large audience consumes the same media and talks about the same cultural reference.

• Kenapa harus peduli?
  • Digital Media Fragmented Our Monoculture –   Social media and streaming services have personalized the way people consume media. What used to be a shared experience is now fragmented, as people consume content within their own feeds, platforms, and communities.

○ Algorithms Are Driving These Changes – This personalization is largely driven by algorithms that learn from what we like, watch, and interact with online. While this can make our digital experience more convenient and relevant, it also means that people are increasingly exposed to different content.

■  As a result, our culture becomes more individualized and less collectively shared.

○ Move Ahead – It is not that shared experiences no longer exist. Rather, they are harder to find because audiences are now scattered across different platforms, interests, and digital communities.

■ Is there any way we can bring Monoculture back? 

Kata Untuk Hari Ini:

  Sus   

• Is an alpha word shortened for suspicious ○ E.G I am being sus right now.

Quotes of The day:

A person who has good thoughts cannot ever be ugly… if you have good thoughts they will shine out of your face like sunbeams and you will always look lovely.  – Roald Dahl, The Twits

● Seseorang yang mempunyai pikiran yang baik tidak akan pernah terlihat jelek. Jika kamu mempunyai pikiran yang baik, itu akan terpancar di wajahmu dan kamu akan selalu terlihat indah.