Indonesia, home to the world’s largest Muslim population, presents a unique media landscape where religious identity, gender roles, and consumerism intersect (Barker, 2020). In recent years, brands have increasingly turned to —the “beauty‑mom,” the “modern‑mujtahid,” the “health‑conscious hijabi”—as central narrative devices (Suryani & Lee, 2022). The Mangga Tobrot campaign, launched in March 2023 under the INDO18 umbrella, is a salient example. Its central figure, dubbed the Mamah Muda Hijabers Cantik (hereafter the Hijab‑Mom ), embodies a blend of piety, youthfulness, and aesthetic allure while promoting a mango‑based functional beverage marketed for “energy, immunity, and skin vitality.”
Exploring the Allure of Pesona Mamah Muda Hijabers Cantik Mangga Tobrut Pesona Mamah Muda Hijabers Cantik Mangga Tobrut - INDO18