Indomie releases funny Ramadan-edition packaging
On 24th April 2020, Muslims all over the world welcomed the beginning of Ramadan. Fasting during a pandemic is sure to be a new experience for many, and it comes with its own challenges.
It isn’t unusual for restaurants in Jakarta and other cities in Indonesia to cover their storefronts with additional curtains during the Muslim holy month. But since most people aren’t out and about as much now, and are basically glued to their gadgets more than ever, images of food shared on social media might make the tummy rumble.
So Indomie, the world-famous instant noodle brand, came up with a unique Ramadan campaign to show respect to those who are fasting.
Update: Ramadan-edition Indomie has been spotted in Jakarta stores again in 2021 – so get your hands on one to share in the joy of the season!
Indomie’s sense of humor shines through its Ramadan campaign
Image credit: @modynz
The five-in-one special Ramadan packs for the Mie Goreng and Ayam Bawang, however, feature an empty plate and an empty bowl respectively – forgoing one of the brand’s most iconic things: delicious noodles. It’s a bold marketing move that also shows Indomie’s sense of humor.
Image credit: @barangbarunih
These limited editions are only available in stores across Java, but those who live in other regions of Indonesia can order them via online shops.
Ramadan-edition Indomie available in stores in 2021
Image credit: Mentari Sandiastri
Excited netizens react
Netizens flocked to Indomie’s Instagram page to comment on the commercial, in which an actor is preparing invisible noodles. The ad closes with a message to practice fasting at home.
Image credit: @indomie
Before seeing the ad on the company’s official Instagram page, user @pastelzzx_ had thought that the product was a meme. Another Instagram user @nadeafr joked that it would be a true plot twist if there were really no noodles in the package.
Image credit: @indomie
@salmanhtr chimed in with a very Internet-era gag: “The noodles are wireless.”
Image credit: @indomie
In the second part of the commercial, which takes place during iftar, or the evening meal after sunset, the same actor is seen cooking noodles for real this time, and popping up with a plateful of noodles.
Image credit: @indomie
Users @fel._okto praised Indomie for being creative, while @ntnys was glad that the noodles finally appeared.
Image credit: @indomie
Eat your Ramadan-edition Indomie noodles at home
Since these products are available only for a limited amount of time, noodle fans can get themselves a Ramadan-edition Indomie pack for iftar if they’re fasting. We’re also glad that Indonesians haven’t lost their sense of humor after being cooped up at home for so long.
Read more articles:
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- Local artist creates noodle art
- Indonesians create quarantine art with bread and meses
- 8 Indonesian online grocery delivery services
- 8 Indonesian online shopping websites
Cover image adapted from: Mentari Sandiastri and @modynz
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