Realme make sorry real

BACKGROUND

Ramadan is Indonesia’s biggest cultural moment, shifting the rhythm, mood, and behavior of more than 200 million people. Days become more reflective, nights become more active, and people become more open to messages that feel genuine, calm, and emotionally relevant.

For realme, Ramadan became an opportunity to reinforce its brand spirit, “Make it real,” by connecting with young Indonesians through a story that reflects their reality: ambition, pressure, distance from home, and the need to stay emotionally connected

Eid greetings are built around the tradition of saying “Mohon maaf lahir dan batin.” But today, this meaningful ritual is often reduced to copy-pasted WhatsApp messages and generic social media greetings. So realme asked: what if we bring back a truly heartfelt apology, one that comes from the heart, not a template?

WHAT WE DID?

We created The Real Sorry, a Ramadan digital film about Naya, a young student in the city who works hard through live selling to support her university life, but becomes distant from social life, her mother and cannot go home for Eid.

The story reveals that the anonymous account that always watches, supports, and buys from Naya’s livestream is actually her mother who had quietly been supporting her all along.

Moved by this realization, Naya decides to go home and say sorry properly, face to face. 

Supported by KOL reactions and personal “real sorry” stories, the campaign reminded young Indonesians that Eid apologies should not be copied, forwarded, or templated.

They should be real.