How To Make Millions Before Grandma Dies Hype

Thailand, famous for its emotional ads and movies, has really got Indonesians talking about their latest release, 'How to Make Millions Before Grandma Dies.' Many Indonesian netizens have made before-and-after reaction videos of watching this family drama. Aside from its quality, there's a buzz about how people keep messing up the title. Because it has a pretty long title, people often miswrite it on social media or intentionally change it for jokes. Additionally, some folks play on the title to throw shade at political and public figures. Aside from that, the movie still gain many positive reviews from the audiences.

What’s the insight?

• The movie's emotional impact and unconventional yet catchy title have sparked conversations and user-generated content.

• The drama's title has also been used to comment on political figures, highlighting the role of entertainment as a social commentary and satire tool. 

How can brands tap in?

Engage consumers by using satire and social commentary to create cultural relevance. Let consumers run free and remix your communication message.

Use attention-grabbing and provocative headlines to pique curiosity; they do not always have to be short and rhyming.

Brightspot New Spot, The Ratu Plaza

For 15 years, Brightspot has consistently delivered their annual curated festival. Brightspot collab with tenants across fashion, lifestyle, food, art, and collectibles from Jakarta & the surroundings in a raw warehouse space. Their latest event at one of Jakarta’s historic shopping centers has sparked buzz and enthusiasm among the crowd! It has revived the spirit of the old days when Ratu Plaza was one of the city's biggest malls, making it shine as brightly as the latest hangout spots around Jakarta, since the crowd who interested in Brightspot quite a lot.

What’s the insight?

• Indonesians are keen to discover and rediscover places. Hangout spots have become important to them and can be intentionally created. 

• It doesn’t have to be a new place; it can also be an old place redecorated and elevated to be more interesting without losing its original look.

How can brands tap in?

Maximize brand impact by partnering with historic venues to evoke nostalgia and become a melting pot. 

Facilitate community engagement with interactive installations and discussion panels, ensuring exclusivity around events or products.

Nella Kharisma with Her Donlemidon Cover

Koplo is one of the emerging trends in Indonesia, where any new trending songs will soon be remixed as a koplo. Some singers also unintentionally drive hype by covering Western songs, often receiving many reactions about their accents while singing those songs. An old video of a famous dangdut singer, Nella Kharisma, performing a Western song with a koplo arrangement resurfaced. However, her pronunciation seemed off, sparking judgment from some and defense from others who argued that it's not her native language and the song remains enjoyable.

What’s the insight?

• While Indonesians are up to date with global pop culture, sometimes a local touch - in this case, some koplo finesse -  is what’s necessary to strike the right chord with them.

How can brands tap in?

Create content that fills the sweet spot between crafting excellence and authentic localization to be universally applauded. Both are equally important and striking the right balance will not only help brands stray away from negative sentiment but also garner positive reactions.