Indomie: #Idontmudik

Indomie, an instant noodle brand, launched its #IDontMudik campaign during the Indonesian festival Lebaran to address the fact that many Indonesians were unable to partake in the tradition of 'mudik' (returning to one's hometown) due to COVID-19.

Campaign details

Brand: IndomieAgency: Berakar Komunikasi

Strategy

Objective

As one of the biggest brands in Indonesia, there is a duty that Indomie must fulfill year in year out which is to communicate a specific yet relevant social truth. Approaching the Lebaran holidays in this pandemic ridden year, the main objective is then to be able to identify that truth while also taking part in upholding safety measures by encouraging Indonesians to stay at home and maintain social distancing. This is why Indomie launched the #IDontMudik campaign as an effort to address a specific situation that many Indonesians...

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