P&G ‘apologises’ to Indonesian athletes’ mothers as training trumps Ramadan family time

Procter & Gamble has sent scores of ‘apology packages’ to mothers of Indonesian Olympians after the athletes prioritised training over family time.

The global giant claimed it sent 810 care packs to every mother of the athletes who were be unable to return home in Ramadan.

To promote the initiative, the company and its creative agency Grey hired Indonesian archer Sri Ranti to front an integrated advertising campaign.

“Being an athlete is a lifestyle that consumes every aspect of one’s life including the time you have available for your own mother,” said Daphne Kuah, country marketing manager P&G Indonesia. “Mothers are the silent strength behind the success, the ones who understand that such practices will come before spending time with the family. The athletes’ mothers deserve as much credit for their success as they do,”

“As an act of purifying oneself, Indonesians ask for each other’s forgiveness during Eid. While national athletes are unable to make it back home for Eid, there is no reason they cannot share their own unique and special apology to their moms. Our idea was centred around making the choice between mother and Motherland a less painful one” added Nugroho Nurarifin, executive creative director, Grey Group Indonesia.

Credit List

Executive Creative Director: Nugroho Nurarifin

Senior Art Director: Finy Tjong

Copywriter: Juenre Sitanggang

Art Director: Devan Rudhinata

Senior Graphic Designer: Maria Priscilla

General Manager: Sharan Sood

Account Director: Sawitri Hertoto

Senior Account Manager: Masayu Difa

Strategic Planner: Ilmalana

Digital Manager: Oktavianus Daud

Social Media Officer: Ainun Yasmin

Executive Producer: Iqbal Arrasyid

Film Director: Upie Guava

Huma Qureshi, Regional Director, PR & Corporate Communications, AMEA