Indomie: Where's the noodle?!

Indomie, the noodle brand, wanted to capture people's attention and create a reason for people to purchase the brand during Ramadan in Indonesia.

Campaign details

Brand: PT.Indofood Sukses Makmur Tbk / Indomie Lead Agency: romp. Region: APAC

Strategy

Objective

Indonesia is the second largest instant noodle market and the biggest Muslim country in the world. With around 90% market penetration, Indomie (produced by PT Indofood Sukses Makmur company) is the country's most beloved noodle brand - a category lea