Iritology: Popularizing The Thrift Subculture
Axis is a cellular provider that is widely known for its cheap price. Its latest campaign sees this penny-pinching lifestyle as "Iritology" (which means "Thriftology"). It is a belief that allows people to feel good about their smart saving decision.
It is one of the most talked-about campaign in recent years, generating a lot of memes and parodies from people in Indonesia. Like this remix below: