abc sambal: pedasuransi

Credits & Description:

Title of Entry: pedasuransi
Brand: abc sambal
Product/Service: ABC SAMBAL SAUCE
Client: HEINZ ABC
Entrant Company: VMLY&R MUMBAI
Creative Agency: VMLY&R MUMBAI
Creative Director: Kevin Lobo
Art Director: Akshit VS
Designer: Vijayan Shivan
Designer: Nandan Joshi
Copywriter: Siva Subramaniam
Chief Creative Officer: Venkatgiri Rao
Account Executive: Abhinav Galate
Account Manager: Andreas Christiadi
Account executive: Siby Mathews
Business Director: Alpa Dedhia
CEO: Anil Nair
Editor: Amar Sharma
Executive Creative Director: Kevin Lobo
Copywriter: Netra Natrajan
Account Director: Mudit Trivedi
Business Executive: Agnes Getha
Editor: Saurabh Pal
Copywriter: Rajivi Rao
Date of Release: 2019-06-07
Notes: Sambal ABC wasn't being perceived at spicy enough in a country of spice lovers - Indonesia. Even though in blind tests our sambal was declared as spicy, the perception in the market was different.
Show the Indonesians with an act that sambal ABC is actually spicy. The strategy was to almost challenge them into understanding how spicy our sambal was.
We created the world's spiciest noodles with sambal ABC and started giving 'spice insurance' along with it.
This challenge acted as a maginifier for news and pr. Turning the act into an effective messaging.