Following the overall brand guideline where product features are represented by a group of villagers, we translate it to social media through the concept of ‘Arisan’ (gathering). The diction is commonly found in every layer of Indonesian society, which is translated visually through Instagram.

Following the concept of Arisan, content pillars are deemed as a part of the gathering, such as; Villagers’ conversation to represent promotional info, Villagers’ sharing to represent product knowledge, Lottery drawing as giveaway.