Indonesian short film explores modern disconnection during Ramadan

JAKARTA, Indonesia (MNTV) – As Ramadan encourages reflection and togetherness, Indonesian conglomerate Djarum has launched a campaign inviting audiences to reconsider what connection means in modern life, centered on a short film that has drawn more than 2.3 million YouTube views in ten days.

The film, titled Sambung Silaturahmi, was developed with Playgroup Asia as part of Djarum’s Hikmah Puasa initiative and launched in Jakarta in February. Rather than leaning on familiar themes of familial warmth and festive reunion, the 20-minute film takes an observational approach, following four residents of a modest neighborhood as they navigate everyday responsibilities in the lead-up to Eid. Through ordinary exchanges and small interactions, it suggests that physical proximity does not always equate to genuine presence.

The narrative centers on a power outage that compels three neighbors — a young content creator, a baker and a fruit juice vendor — to approach a neighbor who owns a small generator. When the machine breaks down, what begins as a practical inconvenience becomes a shared endeavor. Barriers soften, conversations deepen, and the episode underscores that empathy and connection are often rediscovered not in grand gestures, but within the familiarity of one’s immediate community.

“Ramadan holds deep meaning for many people,” said Lita Suryawijaya, corporate communications senior manager at Djarum. “Through Hikmah Puasa, we aim to present thoughtful and inspiring stories that resonate with everyday experiences.”

Playgroup said the intention was for the film to “feel honest and close to everyday life. We let the moments speak for themselves.” The campaign extends across social media throughout Ramadan, with activities and content designed to sustain engagement around themes of reconnection and emotional awareness.