Indonesia work- Heinz abc portfolio
As a creative lead, I also led campaigns for the Heinz ABC portfolio, for the VMLY&R Indonesia office, from Mumbai! This gave me the opportunity to flex my creative muscles on a lot of different categories, for a completely different culture and language.
The challenge to work for a different market, soak in the culture and transcend language barriers were great learning experiences each day. This work has bettered the market position and sales of the brands, while also winning their fair share of accolades.
An equal marriage is one where the man too equally helps in the daily cooking duties at home. For a conservative country like Indonesia, this was a very brave message from a simple soy sauce brand. The film shows a husband, who realises his domestic responsibilities on time and fights for a second chance to save his marriage.
During Ramadan, Muslims in Indonesia have ‘Sahur’ - the first meal of the morning, before they start fasting for the day. Women have to cook this meal for the family, as early as 4 am., thus overburdening themselves in an already busy festive period. So we decided to take action. Traditionally, every morning during Ramadan, a band of kids, go singing from street to street, waking up people for ‘Sahur’. We got our own band of real husbands who cook at home, with a simple message- helping the wife in the kitchen during Ramadan, is the act of a ‘real’ man. Among thousands of brand ads during Ramadan, this became the most viral digital film.
In Indonesia, social media anger is rampant. For energy drink ABC Mungbean, we have been running a campaign - Maper (hangry) which roughly means that hunger fuels anger. We brought on board Indonesia’s leading body positivity influencer, Sarah Ayu, face to face with one of her biggest online haters, where Sarah educated her that ‘maper’ leads to errors in judgment and thus online hate.
In the Global Intelligence Rankings (PISA), Indonesian kids were ranked 62 among 70 countries. Abc Sardines, a fish based mind boosting food, wanted to make the parents aware of this and also educate them about their kids’ mental development. We created a giant 15 metre report card that highlighted the sad figure and took it to more than 50 local schools in Indonesia. We also designed a program for kids to help them grasp studies in a fun way!
This film for Abc Sardines, a fish based mind boosting food, tells the story of a Gojek rider (Indonesian bike taxi) who is learning English from his teacher, so that he can communicate with foreign tourists easily and grow his business. When he goes home in the evening and thanks his teacher, we see that the teacher is in fact his own 8 year old daughter, who is very smart, all thanks to the mind enriching, ABC Sardines.