Dentsu Indonesia and beauty brand, Wardah, have developed Hear in Hijab, an award-winning hearing aid designed around how hijab wearers actually live. Sitting outside the hijab and worn as a brooch pin, the device captures unobstructed sound, transmitting it wirelessly to the ear at up to 100dB of enhanced clarity.
In Indonesia, the hijab is part of everyday life for many women, shaping how they move, connect, and experience the world around them. As they move through different stages of life, maintaining clarity in those moments becomes increasingly important. Today, 1 in 3 Indonesian women, especially aged above 50, experience partial hearing loss, and when combined with fabric covering the ears, this can further reduce sound clarity and increase the risk of falls and accidents by up to 60%.
Most hearing aids are designed to sit inside the ear and are often worn beneath layers that can limit their effectiveness. Hear in Hijab introduces a new approach designed to work with how women live, helping them stay present, aware, and confidently connected in their everyday lives.
The innovation, developed in partnership with Digital Nativ, reimagines the architecture of traditional hearing aids. At 12 grams, the device is lightweight, adjustable and compatible with most hijab fabrics.
Hear in Hijab is still in its earliest chapters. The first devices reached selected users while a second phase is underway to widen the reach to more hijab-wearing women across Indonesia.
Khikin Indahsari, Group Head New Brand Innovation at Paragon Technology and Innovation, commented, “Wardah has always believed that beauty is for every woman, at every stage of life. Beauty is not separate from how they move through the world. The hijab is an expression of faith and identity, bound up with confidence, in hearing the people they love clearly, in feeling present and capable. Our mission has always been to stand for Indonesian women in ways that matter beyond the product and Hear in Hijab is the most direct expression of that. Together with Dentsu Indonesia, we believe brands can create meaningful impact where it truly matters.”
Defri Dwipaputra, Chief Creative & Experience Officer, Dentsu Creative Indonesia, commented, “Indonesia is a market with layered lives, deep faith, and needs that resist easy generalization. The women of this country, in particular, have always deserved brands willing to meet that complexity honestly and be responsible to the women who make this country what it is.
“For us, innovation and technology are instruments for change that can be genuinely good for the people they touch. Partners, like Wardah Personal Care, who share that belief with us are the ones that understand this country’s women as individuals with real lives, real faith, and real needs that the market has too often ignored.”
Hear in Hijab won Grand Prix of Medium, the highest honour in its category, at Citra Pariwara, Indonesia’s most prestigious creative awards.
CREDITS
Dentsu Creative Indonesia
Chief Creative & Experience Officer: Defri Dwipaputra
Associate Creative Director: Albertus Arya Saloka
Creative Group Head: Shintya Hadiyani
Senior Art Director: Luthfi Putradi
Art Director: Bunga Lestari
Junior Art Director: Aulia Fianda
Copywriter: Esteriani Putri
Copywriter: Sharah Chumayroh
Account Director: Icha Caresya
Account Manager: Iqbal Maulana
Account Executive: Jonea Christie
Associate Project Director: Rindia Florita
