Kisah Selipan di Kala Puasa

Kisah Selipan di Kala Puasa is a campaign by Flock, a creative agency in Jakarta, for Promag, 2026. Categories: Campaign.

Challenge

Stomach medicine is a grudge purchase people forget until they need it. Promag needed to become a habit, not an afterthought.

Insight

A stomachache slips in, nyelip, at exactly the wrong moment, when Ramadan eating swings between a rushed sahur and an over-eager buka.

Idea

Play the double meaning of "selipan": the ache that slips in, and Promag's slim pack thin enough to be slipped, diselipin, into any bag or pocket.

About this work

Through hyperbolic, lightly absurd comedy, the film runs the everyday chaos of Ramadan, a stomach acting up at the worst time, offbeat characters nudging each other not to forget to "selipin Promag". The tagline seals the habit: "sakit maag bisa nyelip kapan aja, Promag siap nyelip di mana aja". Not a lecture, a reflex: pack it like your wallet or your keys.

Results

71.3% Market share all-time high, +0.5pts YoY, +2.2pts vs last quarter +6.4% Brand growth vs +5.6% category average +22.5% YTD minimarket sales highly competitive channel 99% Total awareness up from 98%, BUMO +11% (Nielsen Q1 2026) 607M+ Digital impressions 186M reach, 34.5M views, 756K clicks 1.5M #SelipinPromag engagements 266% above KPI target 3.30% Engagement rate over 3x industry benchmark 31

Awards

Gold MEA 2026 Excellence in Brand Strategy

Flock

Kisah Selipan di Kala Puasa for Promag

We haven't made that one yet. Maybe it's serendipity, let's make it together.

Creative of the highest order. Campaigns that deliver.

For us, creative comes first, always. But a campaign has to be effective and show real results. So we show up at both the creative shows and the marketing ones, year after year.

Part of FCN. 5x Citra Pariwara Agency of the Year.

Creative first. Effective always.

Flock is a creative agency in Jakarta, part of Future Creative Network, and one of Indonesia's most awarded advertising agencies. Creative comes first, but an idea only counts when it moves the business.

We work end to end, from campaign strategy and the big idea to the craft that makes it real. Small enough to stay sharp, backed by a network big enough to take on anything.

  • Brand & Campaign Strategy
  • Creative & Advertising
  • Film & Content Production
  • Design & Branding
  • Activation & PR
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All under one roof, from strategy to screen, so the work wins where craft is judged and delivers where it counts.

Flock is led by two of Indonesia's most experienced industry leaders, combining creative pedigree and business acumen built across global networks, major corporations, and the country's most demanding client accounts.

Arsyad and Nikken, the people who run Flock

Arsyad (standing) is an Executive Creative Director. His career spans Lowe, JWT, Monks, and Ogilvy Jakarta. He helped shape Flock's creative direction in an earlier chapter, and is now back to continue that work.

Nikken (sitting down) is the Managing Director. With 20+ years across Dentsu, Macs909, JWT, MullenLowe, Romp, and now FCN, she has led work for nearly all of Indonesia's major telco brands, plus automotive, FMCG, finance, tech, and beauty. Driven and meticulous, she is known for turning business relationships into friendships.

Trusted by Indonesia's biggest brands

BCA Telkomsel Tokopedia GoTo tiket.com Vidio Disney+ Hotstar Samsung Unilever Sunsilk Listerine Scarlett Marina Promag Greenfields Chitato Qtela Sasa Hotto Vinda Pesona Indonesia Rinnai Hyundai Yamaha
Part of

Future Creative Network

FCN brings together Indonesia's top creative companies, each with different expertise, into a single, cohesive ecosystem. One collaborative platform, delivering tailored, high-impact solutions for every client's diverse needs.

What sets it apart is a rare combination of scale and agility, the range to adapt and perform at the highest level for everyone we work with. What started in a small apartment in 2016 is now the largest local creative marketing and innovation ecosystem in Indonesia, built to empower local creative founders.

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Milestones of FCN
2016The Establishment1 company, 1 small apartment, 1 mission
2017Fastest Growing in IndonesiaThe fastest growing independent agency in Indonesia
2018First 'Agency of The Year' in IndonesiaFirst local agency to obtain the prestige 'agency of the year' at Citra Pariwara
2019Fastest Growing Agency in the worldThe fastest growing agency by Adweek
20202nd time 'Agency of The Year' in IndonesiaSecond time 'agency of the year' at Citra Pariwara
2021Biggest Digital Powerhouse in SEAAcquiring Olrange and becoming the biggest powerhouse in SEA
2023Top 10 Fastest Growing Large AgenciesThe fastest growing large agencies in the world by Adweek
2024Creative Agency of The YearCrowned as the Creative Agency of The Year at Citra Pariwara
The ecosystem
FCN Creative

Award-winning creative advertising and brand craft, from strategy to production. Home to Flock.

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  • Creative & Content Marketing
  • Influencer & Performance Marketing
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FCN Entertainment

High-growth lifestyle communities, media, artist management, and IP-driven events.

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2026
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