JAKARTA, Indonesia (MNTV) – As Ramadan encourages reflection and togetherness, Indonesian conglomerate Djarum has launched a campaign inviting audiences to reconsider what connection means in modern life, centered on a short film that has drawn more than 2.3 million YouTube views in ten days.
The film, titled Sambung Silaturahmi, was developed with Playgroup Asia as part of Djarum’s Hikmah Puasa initiative and launched in Jakarta in February. Rather than leaning on familiar themes of familial warmth and festive reunion, the 20-minute film takes an observational approach, following four residents of a modest neighborhood as they navigate everyday responsibilities in the lead-up…