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PT Sasa Inti wants to inspire more self-confidence in Indonesia
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et’s talk about something delicate; if there is one thing that binds people of all ages and various backgrounds together, it is the feeling of insecurity. This experience has only heightened with the rise of social media, where the number of likes and follows are synonymous with validation from strangers. At this point in time, the feeling has been normalized as human nature, even when it shouldn’t be.
In an effort to decrease insecurity, PT Sasa Inti (SASA), as a pioneering company in Indonesia’s seasoning industry, has launched a new breakthrough campaign by launching a new television advertisement entitled "We are MSG, Micin Self-Approved Generation – Be You Be Confident."
The one-minute video, packed with interesting visuals, highlights people of different ages and backgrounds and with different problems – people with insecurities of their own. Focusing on the #BeYouBeConfident campaign, this commercial emphasizes that honesty with oneself can increase self-confidence in young people.
SASA believes that this generation of fighters are truly great figures in their own right. The brand encourages everyone to perform to the best of their abilities in order to have other people recognize their capacity.
“It's time to accept ourselves as we are. No need to be insecure and seek other people's approval. Don't let
insecurity influence you. Be you, be confident!” said Albert Dinata, marketing director for consumer acquisition and retention at PT Sasa Inti.
Through the launch of this commercial on 3600 marketing campaign from TV, Digital (YouTube, IG, Tiktok), OOH up to Brand Engagement activation anyone can express their identity by being themselves. There really is no need to feel insecure about anything. By erasing that feeling, we are able to enjoy life, including consuming food with MSG. Don't hesitate or be insecure about consuming MSG, because it is made from selected sugar cane molasses that is safe to consume.
