Redoxon hijacks Bimbo's hit song in latest Ramadan campaign

Bayer’s consumer health brand Redoxon has launched a campaign to encourage Indonesians to boost immunity during the holy month of Ramadan. Done in partnership with Lion & Lion, the campaign leverages the power of music and raises awareness by hijacking the popular Indonesian track "Jangan Ditunda-tunda" by Bimbo and rewriting the lyrics to appeal to the audience. 

The campaign will be launched across TV, digital and a selection of OOH. According to Redoxon's recent research, Ramadan is a vulnerable time for the immune system hence the campaign was rolled out to remind Indonesians of the importance of a strong immune system to stay healthy during the auspicious month.

The campaign will also further demonstrate the benefits of Rexadon’s Triple Action Formula product by entertaining and engaging with the audience to drive the message. Redoxon saw a 48% growth in 2019 through its Ramadan campaign last year, and aims to deliver impactful campaigns with Lion & Lion. The agency has been working with Bayer for the past 18 months. 

Hesnuaril Marlindayani, Redoxon’s head of digital and innovation said Ramadan is one of the most significant periods for vitamins, minerals and supplements category, hence understanding consumer insights during this season is critical for success. "Through excellent execution developed by Lion & Lion, we are confident this campaign will deliver Redoxon’s higher business growth," she added. 

Meanwhile, Jerry Soeria, Lion & Lion creative director said Ramadan is a perfect occasion to communicate Redoxon’s benefit in helping people boost their immunity to prevent and minimise sickness. He added that Lion & Lion decided to take a localised approach to communicate the brand message by reworking a famous local singer named Bimbo to get the message across during the holy month. 

Marketing Interactive's Content 360 conference is going virtual, and will bring together industry leaders to discuss challenges and share insights on future content marketing trends, as well as successful strategies to help tackle the complex marketing landscape. Sign up here!

Related articles:
Redoxon creates 'viral' OOH ad to show spread of germs in close proximity