If we're talking about the values highlighted in Russian advertising, Russian ads focus on values that emphasize pride and national identity. Often reflected in the ads, which frequently align with historical achievements and cultural symbols of Russia.

Interestingly, Russian and Indonesian advertising both incorporate the values of family and togetherness into their ad scenarios.

This is because Russia sees shared experiences as important in the order of life, while Indonesia has a collective way of life, such as helping each other, harmony, togetherness, and so on.

That is why in Indonesian advertising, it is often reflected that the main value frequently highlighted revolves around connectivity.

In reflecting these values, Indonesia has a unique culture that has drawn marketers' attention for a long time – it's called "Nongkrong." This culture differs between Indonesia and other countries. The term "Nongkrong" itself has a meaning in English that distinguishes it from "hangout"; it involves sitting and doing nothing. Among Indonesians, the point of "Nongkrong" is to enjoy each other's presence and let the connectivity rise. This proves that the harmony in the presence of other people in Indonesian life has significant meaning in Indonesian culture.

If we compare it with Russia, for example, there is no equivalent to "Nongkrong." They may meet with friends and call it a hangout, but "Nongkrong" is not the term used.

This culture is often portrayed in ads targeted at young adults. For instance, Sampoerna Hijau, a cigarette brand in Indonesia, employs the tagline "Nggak ada lo, nggak rame!" (Without you, it's not fun), reflecting the “Nongkrong” culture.

Both Russian and Indonesian marketers are pushing aspirational emotions to their audiences, but they achieve it differently.

In Russian advertising, aspirational emotions become the dominant focus, encouraging consumers to envision a lifestyle or level of success associated with the promoted product. Luxury brands, for example, creating campaigns that emphasize exclusivity and sophistication, enticing consumers to desire a higher standard of living.

Although loyalty programs in marketing strategies have been successful in Russia, implementing a similar approach in Indonesia presents challenges. The differences in customer behavior and attitudes toward personal data security play a crucial role.

In Indonesia, people are cautious about sharing personal data, making them hesitant to participate in loyalty programs offered by marketers. Additionally, the effectiveness of marketing strategies varies based on the characteristics of the target audience. For instance, soft selling works well with the middle to upper class, while hard selling is more suitable for the middle to lower class.

Moreover, in Indonesia, membership in popular minimarkets like Alfamart and Indomaret may not be deemed significant by the middle to upper class. They prefer premium and prestigious brands for memberships. In contrast, in Russia, loyalty programs are viewed as potent tools for enhancing customer engagement and retention, offering a positive return on investment.

The success of loyalty programs in Russia is attributed to factors such as cost-effectiveness, brand loyalty, and advocacy. Retaining existing customers through loyalty programs proves cost-effective compared to acquiring new ones. The programs also contribute to brand advocacy, fostering positive word-of-mouth and referrals.

Furthermore, the collection of customer data associated with loyalty programs in Russia provides valuable insights for personalized marketing efforts, enhancing customer satisfaction. Loyalty programs offer a competitive advantage by differentiating a brand in the market and attracting and retaining customers in competitive landscapes.

However, the success of loyalty programs is contingent on active customer engagement and tailoring the programs to the unique characteristics of the industry and target audience. Regular evaluation, adaptation based on customer feedback, and responsiveness to market dynamics are essential for optimizing the performance of loyalty programs. Ultimately, the success of loyalty programs depends on factors such as the brand, market segment, and other contextual considerations.

In both Russia and Indonesia, international brands are adapting to key marketing trends. In Russia, the focus is on the digital landscape, emphasizing digital marketing channels, e-commerce, and mobile commerce. Personalization, video content, sustainability, and social responsibility are driving forces, with collaborations with influencers and local personalities adding authenticity. Data analytics and artificial intelligence inform strategies, while virtual and augmented reality enhance customer engagement.

In Indonesia, three prominent marketing trends include the influence of K-Pop among young consumers, the widespread use of social media for campaigns, and the reliance on influencers as key opinion leaders. Social media preferences vary by demographic, with Millennials and Gen Z favoring Instagram and TikTok, while older generations prefer Facebook. Influencers play a crucial role, leveraging their social status to share authentic testimonies about brands, influencing consumer trust and purchasing decisions. These trends reflect global contexts, and strategies may vary based on the unique dynamics of each market.

In both Indonesia and Russia, advertising industries use diverse brainstorming techniques to foster innovation. Indonesian brainstorming sessions, rooted in research, emphasize collaboration to collect various ideas, values, and perspectives into a unified concept. However, marketers must be mindful of SARA (Ethnicity, Religion, Race, and Intergroup), as offending SARA can lead to severe brand damage. Other ethics might be ruled out, but offending SARA for Indonesian is really crucial as the social sanctions can lead into serious brand damage.

The Indonesian advertising industry has provisions governing Indonesian advertising called Etika Pariwara Indonesia (Indonesia’s Advertisements Ethics). For example, any brands that claim their products are recommended by doctors are considered as unethical in Indonesia.

Therefore, this is one of the global brands that claims its products are recommended by dermatologists. They changed its way of communicating when it entered Indonesia, instead of using dermatologists as the face of opinion leaders in its advertisements like in Russia.

Annually, Indonesian marketers should anticipate the dates of Eid Fitr and Eid Adha, pivotal events for Muslims worldwide. These occasions bear significant importance in Indonesia, given its Muslim-majority population, and the dates are variable, unlike Christmas and New Year, which have fixed dates.

Indonesia is distinguished by its abundance of national holidays, totaling 17 in 2024, not to mention the forthcoming national election. Each holiday caters to specific groups, such as Eid Fitr for Muslims. As a predominantly Muslim country, Indonesia has a specific tradition during Eid Fitr known as "Mudik," where individuals embark on a heartfelt journey back to their hometowns before the celebration. This practice is important due to many Indonesians residing in cities distant from their hometowns, necessitating reunions with relatives.

Contrary to Indonesia, no similar tradition as “Mudik” exists outside the country, particularly during Eid Fitr for Muslims. While many individuals in various countries live far from their hometowns, periodic visits to family are not as customary. Marketers often leverage the momentum of the mudik tradition in their campaigns and emphasizing its familial aspect deeply connected to Indonesian culture.

In contrast to Indonesia, Russia's marketing campaigns intricately weave into the fabric of diverse cultural occasions, fostering a deeper connection with consumers. From winter-themed promotions during New Year and Christmas to recognizing men's achievements on Defender’s Day, and patriotic efforts on Russia Day, brands in Russia align with various events to resonate with consumers on a cultural and emotional level. These campaigns aim to acknowledge the significance of each event through themes, promotions, and advertising, creating a more meaningful and relatable connection with the target audience.


By aligning marketing strategies with cultural occasions, both in Indonesia and Russia, brands seek to leverage the cultural and emotional significance of these events.

In the landscape of Russian advertising, non-verbal communication plays a pivotal role in shaping the visual language and resonance of campaigns. Carefully curated visual imagery is selected to capture attention while aligning with cultural preferences and aesthetics. Colours, imbued with cultural significance, are chosen with consideration for their emotional impact, where red may symbolize passion, and blue can evoke trust and reliability. Symbolism, including cultural icons, is thoughtfully incorporated to establish a meaningful connection with the target audience.

In Indonesia colours oftenly intrinsically linked to cultural symbols, creating distinct associations in the minds of the audience. For example, red is connected with Chinese audiences, green is associated with Muslim audiences, such things inadvertently categorizing Indonesian citizens into recognizable groups.

Similarly, non-verbal communication in Indonesia introduces additional layers of complexity. Furthermore, non-verbal symbols extend to clothing choices during cultural occasion, such as Hijab and Kopiah during Eid Fitr.

The plausible emergence of CGI stunts marketing in Russia finds its foundation in technological advancements that have increased the accessibility and affordability of CGI tools. This enables brands to embark on creative campaigns without extensive physical setups, tapping into the high visual appeal of CGI stunts that align seamlessly with the dominance of visual content online. As an innovative branding strategy, CGI stunts provide a means for brands to differentiate themselves, leaving a lasting impression on their audience.

The potential influence of global trends, especially if CGI stunts marketing proves successful in other regions, may inspire Russian brands. The youthful and tech-savvy nature of the local audience, coupled with the social media impact of visually striking content, makes CGI stunts an attractive option for brands looking to engage with their target market. However, the ultimate success of CGI stunts marketing in Russia hinges on factors such as creativity, innovation, and a deep understanding of the local cultural context and audience preferences. To stay updated on specific campaigns in Russia, exploring recent marketing case studies and industry reports is recommended.

In contrast, the embrace of CGI (Computer-Generated Imagery) in Indonesia faces challenges due to the rapid pace of technological advancements and the early stages of development in the creative field within the country. Trust issues exist among most Indonesians if the speaker of advertisements involves virtual or robots instead of real humans. Introducing such technology in Indonesia would require overcoming obstacles and incorporating local wisdom for successful implementation.

The use of animation is also limited in Indonesia, where there is a preference for a human speaker, reflecting the significance of traditional and classical values. While leveraging CGI for viral content is feasible, there is a potential consequence of eroding brand value. The cultural landscape in Indonesia places emphasis on traditional values, and an overreliance on technology could pose difficulties in achieving widespread acceptance.

This campaign shows the power of authenticity and cultural relevance. By featuring actual Russian homes instead of overly polished settings, IKEA showcases a keen awareness of the local context, a strategy that strikes a chord with consumers by feeling genuine and relatable. The campaign's emphasis on diverse lifestyles and personal touches defining Russian living spaces adds an emotional layer, making it more memorable and resonant.

The campaign's success is further propelled by the strategic use of social media platforms, particularly Instagram. In a cultural context where visual content sharing is immensely popular, IKEA leveraged Instagram to share images of real Russian living rooms, engaging the audience and prompting user-generated content with the hashtag #IKEArealhomes. This interactive element not only strengthened IKEA's connection with the audience but also fostered a sense of community, turning the campaign into a shared experience.

The incorporation of storytelling added another dimension to the campaign, with each featured living room becoming a narrative canvas that told the story of the people who inhabited it. This approach not only humanized the living spaces but also deepened the connection with the audience on a personal level. By showcasing the diverse range of living spaces, the campaign celebrated individuality and contributed to a broader appeal, acknowledging and embracing different lifestyles.

Despite being an international brand, IKEA localized its approach by focusing specifically on Russian homes. This demonstrated a commitment to understanding and appreciating the unique characteristics of the local market. The campaign's success lay in its ability to connect with the audience on a personal level, tapping into cultural nuances, and creating an advertising experience that felt authentic and inclusive.

Campaigns by leading brands often achieve success. For instance, Shopee, a popular online shopping platform in Indonesia, consistently executes impactful campaigns. Shopee COD, despite its brevity, adapts its theme based on the prevailing situation and atmosphere; for instance, it adopts a red theme for Christmas and Chinese New Year. And when it comes to Eid, Shopee seizes the opportunity by incorporating the "Mudik" tradition into its campaign. This is clever because, as mentioned before, the "Mudik" culture only exists in Indonesia. Therefore, this proves that Shopee successfully taps into the Indonesian audience.

The adaptation to these moments is implemented through the use of an earworm advertising strategy, where they play the same song repeatedly across various touchpoints. Throughout the year, they do not change the song but modify the theme according to cultural occasions. This proves that Cultural aspects also play a significant role, as exemplified by Shopee COD's strategy of incorporating the surrounding situation and atmosphere.