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    Clever Indomie Ramadan Campaign Removes Food From Ads Shown During the Day

    By Asia Ad Junkie - May 4, 2020
    Clever Indomie Ramadan Campaign Removes Food From Ads Shown During the Day

    With Ramadan in full swing, and people observing the tradition of fasting during the daylight hours, instant noodle brand, Indomie has taken a novel advertising approach with a campaign that specifically features daytime advertisements in Indonesia with empty plates for the month of Ramadan.

    In an unusual and cleverly creative approach, the ad features an actor mimicking the actions of cooking up the popular instant noodles – without the actual noodles. Thus removing the chance of hunger pangs that might occur when seeing the food being cooked.

    “Your stomach may be empty, but we can still practise good deeds from home,” he says referencing the partial lockdown in the country due to Covid-19.

    The ads appear on Indomie’s Facebook page, with the first ad posted at 10:30 am during the fasting time.

    For nighttime ad slots, starting at 6:50 pm, once fast is broken and observers of the Muslim tradition are ready to eat, Indomie runs the same ad – this time with the noodles appearing.

    The brand also announced that for the month of Ramadan, it has removed the image of noodles from its packaging.

     

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