The "Cantik Mangga Tobrut" phrase, which roughly translates to "beautiful like a ripe mango," is a popular expression used to describe someone who exudes confidence, radiance, and a sense of inner beauty. For the Mamah Muda Hijabers, this phrase embodies their spirit and approach to life, as they strive to balance their roles as mothers, wives, and individuals.
The 2023 INDO18 advertising campaign for foregrounded a stylized figure known as the “Mamah Muda Hijabers Cantik” (the beautiful young hijab‑wearing mother). This paper investigates how the campaign constructs and exploits the “pesona” (charm) of this archetype to influence consumer attitudes and purchase intentions among Indonesian women. Using a mixed‑methods approach—content analysis of campaign materials (n = 68), focus‑group interviews with 32 target‑segment participants, and a post‑exposure survey (N = 512)—the study reveals three intersecting mechanisms: (1) Cultural Resonance , wherein the figure aligns with prevailing ideals of modesty, motherhood, and modernity; (2) Aesthetic Appeal , achieved through visual semiotics of color, dress, and lifestyle cues; and (3) Narrative Identification , whereby the heroine’s everyday struggles and aspirations are framed as a pathway to self‑care through Mangga Tobrot. Findings suggest that the campaign’s success hinges on a careful balancing of religious symbolism, gendered expectations, and health‑oriented messaging. The paper concludes with recommendations for ethically responsible branding that respects diverse interpretations of hijab and motherhood while maintaining commercial effectiveness. Pesona Mamah Muda Hijabers Cantik Mangga Tobrut - INDO18
Mangga Tobrut, a popular social media platform in Indonesia, has become a hub for hijabers to express themselves, share their experiences, and connect with like-minded individuals. The platform has given rise to a community of young, fashion-conscious Muslim women who are redefining the notion of beauty and style while staying true to their faith. The "Cantik Mangga Tobrut" phrase, which roughly translates
This movement also highlights the importance of representation and diversity in media. For too long, women in Indonesia have been relegated to stereotypical roles, with limited opportunities to express themselves. The Pesona Mamah Muda Hijabers Cantik phenomenon is a response to this lack of representation, showcasing the complexity and richness of Indonesian women's experiences. This paper investigates how the campaign constructs and