Indomie Celebrates 45-Year Anniversary with Ode to Heritage

Celebrating 45 years of feeding Indonesians their favourite instant noodles, Indofood brand Indomie has released a nostalgic commercial that tracks its much-loved local heritage from the 1970s, 1980s, 1990s and through to the present day.

Produced by Seven Sunday Films via MullenLowe Group Indonesia, the campaign was shot by award winning director Mark Toia and follows a young man as he goes through the most important stages of his life: from 1972 as a boy (when Indomie first launched), through to starting his own business and seeing his children grow up.

The campaign idea also celebrates important periods in Indonesian history, including: the construction of landmark building Monas in the 70s; the victorious day in the 80s when Indonesian won the Thomas Cup; during the 90s when Indonesia suffered through the Asian financial crisis; and, in 2008, when the country was acknowledged as the original creators of Batik.

Throughout the story, the TVC also spotlights the successful global expansion of the Indomie brand, particularly in Africa where instant noodles have become a staple. The epic spot was filmed in Indonesia across a two-day shoot.

Seven Sunday Films executive producer, Rodney Vincent, says: “We are super pleased with this beautifully composed Indofood story and we feel that the storyline and the characters spotlighted throughout will resonate with audiences all around the country. Long live Indomie!”

To view the Indomie TVC click here

Creative Credits:
Client: PT Indofood CBP Sukses Makmur
Product: Indomie Agency: MullenLowe Group Indonesia
Production Company: Seven Sunday Films
Director: Mark Toia
DOP: Mark Toia
Executive Producer: Rodney L. Vincent
Producer: Yugi Darmawan
Audio House: Bumble Bee