Noodle Ad Removes Food From Daytime Advertising During Ramadan

May 7, 2020 | Insight

The campaign from Indonesian brand Indomie also removed food images from packaging during Ramadan to help viewers avoid feeling hunger pangs while fasting.


With Ramadan in full swing, and people observing the tradition of fasting during the daylight hours, instant noodle brand, Indomie has taken a novel advertising approach to its advertising with a campaign that specifically features daytime advertisements in Indonesia with empty plates for the month of Ramadan.

The intent of the clever creative approach, which features an actor mimicking the actions of cooking up the popular instant noodles – without the actual noodles, is to remove the chance of hunger pangs that might occur when seeing the food being cooked.

“Your stomach may be empty, but we can still practice good deeds from home,” he says referencing the partial lockdown in the country due to Covid-19.

For nighttime ad slots, starting at 6:50 pm, once fast is broken and observers of the Muslim tradition are ready to eat, Indomie runs the same ad – this time with the noodles appearing.

The widely-popular Indonesian food brand also announced that for the month of Ramadan, it has removed the image of noodles from its packaging.

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