To promote its new variants in a very saturated market, Indomie went against the conventional wisdom, by creating a series of online videos with a painfully bad lip-sync. An over-the-top Bollywood drama dubbed in a thick Sumatran Padang accent & a weepy Korean drama dubbed in Javanese accent.

And the internet was hungrier than ever. The campaign has successfully introduced what are perceived as traditional flavours to the younger audiences, proving when it comes to food, anything goes.

2 Silver & 2 Bronze at Citra Pariwara 2018.