Madurasa: Strengthen its superiority’s focus and message

The Brief:
Through its latest research finding, Madurasa needs to elevate its superiority focus to strengthen its uniqueness as a brand that has been existing since 40 years ago and relevant to all target audiences.

The Solution:
Proposing the newest communication #PasnyaMadurasa to elevate its relevance to any daily occasion of audiences. The campaign’s roll out has been tapping into various moments, from Ramadan to 40th anniversary through multiple touch points with some key activities:
Engagement with community and restaurant partner during Ramadan aimed to showcase Madurasa’s relevance in new menu creation
Digital video commercial creation aimed to strengthen the new superiority communication
Brand’s PR stunt initiative to bring ‘bees’ in public area to push product trial.
Social media maintenance through updated trend and styles, mini gamification/ quiz, and live report content for some brand’s events.