Islamic Fashion Billboards Line Major Streets During Ramadan
Muslim fashion brand Ethica has relaunched its large-scale out-of-home (OOH) advertising campaign during Ramadan across several major cities in Indonesia. The campaign features billboards with a family-themed concept and the primary message “Special Eid Clothing”.
Regional Manager 1 of Ethica, Tedi Taufik Rahman, stated that this campaign represents a routine initiative undertaken by the company every Ramadan to strengthen consumer engagement whilst providing styling inspiration ahead of Eid al-Fitr celebrations.
“This step aims to bring us closer to consumers and provide visually appealing clothing solutions in the midst of busy city traffic,” said Tedi.
The billboards showcase the warmth of family togetherness through visuals of Islamic fashion matching sets or family collections, which have become Ethica’s trademark. The visuals also emphasise an elegant impression for the Eid occasion.
One billboard placement location is situated on Purwakarta National Road, directly in front of the Bale Madukara Public Service Mall, identified as a strategic location with high visibility.
According to Tedi, each billboard also displays store addresses and social media accounts of Ethica sales partners, allowing the public to easily locate where they can purchase Ethica products.
“The billboard also includes store addresses and our partners’ social media accounts, so people who see it can directly obtain information on where they can buy Ethica products,” he explained.
Meanwhile, Marketing Communication Director of Ethica, Resti Handini, assessed that billboard campaigns remain relevant for reaching audiences during the important pre-Eid period.
“We want to be present at a crucial moment when audiences need quick solutions. This billboard campaign is not just about brand awareness, but also delivering messages that are relevant, bold, and directly address consumer pain points,” she said.
Billboard designs were created with contrasting colours and striking visuals to ensure easy recognition by drivers and pedestrians alike. Ethica targets increased consumer engagement whilst driving sales during Ramadan.
Store Development at Ethica, Della Sosialistrya, explained that every city selected for billboard placement is ensured to have an Ethica store or sales partner nearby.
“In cities where we place billboards, there is definitely an Ethica store there. For example in Indramayu, we placed one at Karangampel roundabout, and not far from there is the Ethica Store belonging to our partner Mr Hilman Farid. It is the same in other locations,” she explained.
In addition to billboards, this Ramadan campaign is strengthened through digital promotion on social media using the hashtag #mulaidariethica. The campaign is scheduled to run throughout Ramadan.