Campaign details

Lead Agency: Mindshare Indonesia
Region: Indonesia



Indomilk is a challenger brand in Milk Category, in the last 50 years it has helped generation after generation, help mums nurture children grow into active, healthy, and cheerful through ideal nutrition intake.

Our Challenge was to build 100 days advocacy platform for Indomilk to voice support from Indonesian Moms and Kids across five generations, to build a strong advocacy about the brand.

Target Audience

Every mum in each generation has a dream for the next generation to move forward and do better than their parents (previous) generation. Mums take tremendous pride when their children when they exceed against all odds and improve lives for a better generation ahead.

Creative Strategy

Our strategy was "Story telling" to bring to life 50 years of Indomilk's contribution to build a Golden generation via authentic proud stories of achievement against all odds in 100 Days.