Tokopedia / Commercial / 2022
Ramadan Ekstra
Four women who all happen to be named Ayu turn a shared name into Ramadan's most repeated punchline, and Tokopedia's biggest sale into a running joke everyone is in on.
Tokopedia Ramadan Ekstra
Four celebrities who all share the name Ayu front the campaign anthem, playing up Ayu Ramadan berlipat ganda di Tokopedia around a retro dining table, with Ario Bayu angling for an in on the joke.
Parsel Ramadan + GoSend
Ayu Dewi hosts a mock talk show pitching Tokopedia Parsel Ramadan hampers before GoSend riders deliver them door to door.
Ramadan Super Ekstra 20 April
The one-day peak: all four Ayus in full beauty-pageant sashes backed by rows of lookalikes, as the discount climbs from 90% to 99%.
Catat 25 Mar - 30 Apr
The same Ayu quartet at the same dining table, now used as a calendar reminder for the campaign's running dates.
Super Ekstra 4 April
A second peak-day cut on a neon-green festival stage with live gambus musicians and a real crowd behind the four Ayus, closing on a tease of a part two.
The Stills
The Film
A five-part Ramadan sale campaign built on a single piece of casting logic: bring together four celebrities who all carry the name Ayu, since it means beautiful in Javanese, and let the coincidence become the whole idea. The cuts escalate from a retro sitcom dining table through hamper delivery and calendar reminders to two beauty-pageant-styled peak days, each one pushing the Ayu-multiplies joke further, up to an army of lookalikes standing in formation.
The Craft
The production leans on a consistent retro-domestic set and a running gag, Ario Bayu repeatedly trying to insert himself because his own name contains Ayu, always met with the same deadpan brush-off. The two peak-day cuts scale the joke up literally, dozens of costumed lookalikes in sashes, live gambus musicians on a festival stage, turning a one-note pun into a full-blown production number by the campaign's final beat.
The Cast
Ayu Dewi, Ayushita, Dian Ayu and Indira Ayu carry the campaign as the shared-name quartet, cast specifically because the coincidence does the selling. Ario Bayu recurs as the running foil, and the peak-day cuts add a costumed ensemble of dozens of lookalikes plus a live gambus group, scaling the joke from four faces to a crowd.
