XL Axiata / Commercial / 2025
Ramai dan Untung
Every name added to the group chat turns into another 5GB, until building a bigger circle stops feeling like a favor and starts feeling like a windfall.
The Stills
The Film
A quick-cut chain of everyday gatherings, friends browsing a boutique, a family Ramadan dinner, a group shopping trip, each interrupted by a burst of "+5GB" graphics as one more person joins their XL Circle group in the myXL app. The film closes on the campaign line "Ramai dan Untung, Bareng XL Circle," a pun on Ramadan and the reward for going ramai (crowded, social).
The Craft
Bright, saturated pastel sets and a bouncy, upbeat pace carry the film, with animated "+5GB" bubbles popping into frame in sync with each new addition to the Circle group, turning an app feature into a visible, almost game-like reward. Quick scene changes across different friend groups keep the energy high across a short 30-second runtime.
The Cast
Multiple friend and family ensembles, rather than one lead, populate the film, cast across a range of ages and Ramadan-appropriate styling, hijab, family groupings, to represent the breadth of who a "Circle" could include.
