Indonesian seasoning brand Sasa Inti taps on anime hype in latest TVC

Indonesian food seasoning company Sasa Inti has launched a campaign #ApaSihYangGaBisa (which means what can you do) to encourage Indonesians to "never give up and to chase their dreams". Conceptualised by newly appointed creative agency Finch, the campaign also marks the launch of Sasa Tepung Bakso Goreng product. The agency collaborated with production house Kokako, which is also a subsidiary of Flock Creative Network. The team tapped on the anime hype among Millennials, and used it as the theme. Finch also got the help of local director Ivan Handoyo and his animation team for the TVC execution. 

In the campaign TVC, a male and female anime characters fall in love at first sight while the latter was purchasing Sasa's Tepung Bumbuat product. The spot also aims to encourage Indonesians to follow their hearts' desire to chase their dreams. The campaign will run until June 2020.

Apart from this campaign to push its new product, Sasa Inti has also rolled out a campaign to convey a message on "easy and fun" ways of sharing amid COVID-19. The #EatStayLove campaign aims to encourage Indonesians to help each other and share, even from their homes. Sasa Inti has since released bundle packages containing various food seasoning products which will be distributed to those in need together with non-profit organisation Aksi Cepat Tanggap (ACT).

Sasa has also prepared 20.000 packages that can be bought through eCommerce platforms such as Tokopedia, Lazada and Shopee. According to Sasa, the sales profits will be donated to daily workers, labors, and small business owners to support them through this uncertain situation.

Rudolf Tjandra, president director of Sasa Inti, said: "My team and I also hope that this campaign can deliver a bigger positive impact, whether for the prevention of COVID-19 spread or the economy. It’s one concept for two good causes. We are sure, by cooking from home, you can support your families.”

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