· Digital Marketing · 2 min read
How Marjan’s Sci-Fi Urban Legend Campaign Boosted Its Revenue in Indonesia
Discover how Marjan syrup’s innovative advertising campaign combining urban legends with sci-fi visuals captivated Indonesian audiences and drove significant revenue growth during Ramadan.
The Advertising Campaign: Urban Legends Meets Sci-Fi
In 2025, Indonesian syrup brand Marjan launched a groundbreaking advertising campaign that blends traditional folklore with futuristic sci-fi visuals inspired by Dune and Star Wars. Featuring a cyberpunk reinterpretation of the legendary Calon Arang as an AI villain in a high-tech metropolis, the campaign combines cultural storytelling with cutting-edge CGI, creating a visually stunning and emotionally engaging series.
Why This Advertising Strategy Impacts Marjan’s Revenue
1. Seasonal Marketing and Brand Positioning
Marjan’s association with Ramadan positions it perfectly to capitalize on the seasonal surge in syrup consumption. By releasing high-quality, story-driven ads during this period, Marjan reinforces its cultural relevance and drives demand when consumers are most likely to purchase.
2. Emotional Storytelling and Brand Engagement
The serialized campaign format keeps audiences hooked over weeks, while the fusion of folklore and sci-fi appeals to both traditional and modern consumers. This emotional resonance strengthens brand loyalty and encourages repeat purchases.
3. High Production Value and Viral Potential
With Hollywood-level CGI and sci-fi aesthetics, Marjan’s ads stand out on social media, generating buzz and expanding reach beyond conventional advertising channels. This viral effect enhances brand prestige and consumer preference.
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4. Integrated Marketing Communication
Marjan supports its campaign with promotions, social media interaction, and retail partnerships, ensuring that increased brand awareness translates into actual sales growth.
5. Measurable Revenue Impact
Data from Ramadan 2023 shows Marjan achieving a 31.85% market share and revenues exceeding Rp327 million, highlighting the direct link between its creative advertising and commercial success.
Conclusion
Marjan’s innovative blend of urban legend storytelling and sci-fi visuals exemplifies how creative marketing can deepen brand engagement and drive revenue growth. By aligning cultural narratives with modern aesthetics and integrated marketing, Marjan secures its position as Indonesia’s top syrup brand during the lucrative Ramadan season.
