Sadly, this trend also brought about negative consequences, including hypnotized viewers who now also yearn to get rich quick -- regardless of the means. Flexing is also seen as an act that lacks empathy, especially when other people are experiencing economic ups and downs due to the pandemic.

Accordingly, more and more people are expressing their worry over this trend. Now, individuals across various social media platforms are calling for the “crazy-rich” content deluge to stop, arguing that it will not turn around the economic setbacks that many are experiencing.

Distinguished local-seasoning brand PT Sasa Inti (Sasa) is unleashing a counterattack program: “Sasa Crazy Kind”. Through this initiative, Sasa will be distributing fortified Sasa Platinum Care+ products to enhance the nutritional intake of Indonesian families and improve the quality of life of impoverished communities.

“The Sasa crazy-kind movement will be massive and sustainable, not temporary. We believe that Sasa Crazy Kind will invite everyone to do good not just for now, but as a habit that continues into the future. Becoming “crazy kind” is the best way to change the world to become a better place,” said CEO and president of Sasa, Rudolf Tjandra.

Truck of kindness. (Photo: Sasa/.)

According to Numbeo.com, Indonesia holds the fourth position out of six Southeast Asian countries in terms of life-quality index in 2022. Therefore, Sasa collaborated with health experts to create seasoning products with nutrients, vitamins and minerals that remain nutrition-packed even after being processed.

Finally, with permission from the Food and Drug Monitoring Agency (BPOM), Sasa conducted research from an independent laboratory to present the first fortified seasoned flour in Indonesia. Sasa’s innovation includes the Sasa Platinum Care+, which contains a multipurpose-seasoning flour containing vitamins and minerals, liquid coconut milk with Omega 3s and powdered coconut milk with fiber.

To ensure that the impact of Sasa Platinum Care+ package distribution delivers the maximum impact, Sasa is inviting public figures to join their campaign.

All for one, one for all

Recently, a video went viral on social media platforms, piquing the curiosity of netizens. In the video, an unknown person is giving away Sasa products from a truck for free. Later, it was discovered that the truck was sent by Sasa collaborating with actor & entrepreneur, Raline Shah, on a mission of kindness.

Raline Shah collaborated with Sasa on a mission of kindness through the 'crazy kind’ program. (Photo: Sasa/.)

Raline’s “sharing is caring” stance was what drove her to support Sasa’s social program to distribute products and basic necessities. The Sasa products and the staple foods distributed, she added, would be very useful to recipients -- it is not just about giving, but also helping fulfill the community’s nutritional needs.

She also reminds viewers to continue spreading kindness and invites them to visit the Sasa Crazy Kind website at sasacrazykind.com. Visitors can also pick Raline Shah as a Crazy Kind Inspirational Figure by casting their vote on one of Sasa Crazy Kind’s charity missions:

1. Providing healthy food to fight malnutrition
2. Helping children stay in school
3. Helping improve teacher welfare
4. Providing decent-quality food for impoverished communities

The Crazy Kind website with inspirational figures and noble missions. (Photo: TJP with permission from Sasa/.)

Voters must also input their name and include their city of residence before deciding on their mission and inspirational figure of choice. For one month, Sasa will be giving the opportunity for everyone to vote before organizing the mission with the most votes.

Website visitors can also choose more than one mission and more than one figure. With each vote, they are bringing one of the missions closer to reality.

Watch the journey of Raline Shah’s mission of kindness and begin your journey as part of Sasa Crazy Kind! Don’t miss the stories of other inspirational figures that are just as cool and noble.