Culture + Storytelling
Lebaran is the most crowded season of the year, and every brand shouts about product. Kartika Sari wanted to stand out without a product-driven campaign by capturing what mudik really feels like: the journey, the longing and the warmth of coming home.
We shifted from product-first to story-first: a film that follows the rhythm of mudik from distance to reunion, with the product placed inside genuine, heartfelt family moments.
A campaign that felt personal and relatable. It lifted brand awareness during peak Lebaran week across multiple platforms and made Kartika Sari part of the homecoming itself.
