Background
To maintain Indomie’s leadership againts other instant noodle brands and to get instant noodle dual users to buy Indomie more often.
Challenge
Build strong engaging story with Indomie’s consumer by picturing slices of problem from the point of view of "Diversity will color Indonesia with warmth", just like Indomie, with a wide range of variants but still give the best quality to create warmness with the consumer.
Solution
In order to increase Indomie's engagement with the consumer, we need to engage consumer’s emotional subconscious. In this TVC we can see the similarity between Indonesia's diversity and Indomie’s wide range variants, that despite of their differences, can create the warmness that fits the main message of “Kehangatan di tengah perbedaan”. This message also synchronizes Indomie's value by uplifting the warmness that could be found between differences, and as a verification of Indomie as a unifier of Indonesians around the world.
