In a new campaign for Mondelez-owned snack brand Biskuat, Leo Burnett Indonesia chose to spotlight Bang Aji, founder of football club Persigawa, who has trained thousands of kids since 1987 with significant success. Bang Aji is a relatively unknown coach in Indonesia, but one who has quietly paved the path for many young footballers. He has committed himself to helping underprivileged kids get access to training and despite limited financial means, the Persigawa club provided free coaching to all kids and today has six branches in Jakarta.

While the film itself is not ground-breaking, Ad Nut commends the choice of spotlighting an unsung hero in Indonesian football. Rather than borrow the fame of a flashy sports star, many will benefit from learning Bang Aji’s noble story.

The campaign kicked off this month and is supported over the next couple of months through a series of initiatives across social platforms and events. The film was directed by Rajay Singh and Zhafran S. and was filmed in Jakarta and Yogyakarta. 


Client: Mondelez SEA & Indonesia

Vice President Marketing: Nikhil Rao

Director of Fuel, Wellbeing & Biscuit Business, SEA: Thanh Vo

Head of Marketing Indonesia: Maggie Effendy

Brand Manager Biskuat Indonesia: Andhika Lestari

Advertising Agency: Leo Burnett Indonesia

CEO: Sony Nichani

CCO: Ravi Shanker

Sr. CD: Oliver Sarmiento

Regional Business Director: Monideepa Nandi Creative: Achsa Zenada

Account Director: Dieyan Bernard

Sr. Account Executive: Salma Shahab

Agency Producer: Budiarto Lambot

PM: Merry Gultom

Associate Social Media Director: Timothy Laksmana Social Media Supervisor: Rezzi Saputra

Production House: Directors Think Tank

Executive Producer: Heng Tek Nam, Intan Sham Director: Rajay Singh & Zhafran S.

1st AD: Bona Ventura & Dimas Putih

DOP: Arif Bontang

Editor: Boyd See

Producer: Audri Ferainy Iswandari

Line Producer: Mey

Production Asst: Fanni & Icha

Art Director: Ari Bima Teja

MUA: Rizka Shafira

Wardrobe: Nadira

Post Producer: Vinie

Colorist: Ben Conkey

Online Editor: Akira

Music: Black Cat White Cat Music (Japan) Music Exec. Producer: Timo

Music Director: Erik Reiff (Berlin)

Media Partners: SPARK Foundry, Publicis Groupe Indonesia

Media Business Director: Novi Suhartini

Senior Media Investment Executive: Andreas Ardhi

Associate Digital Media Planning Manager: Anastasia Amanda Media Planning Executive: Hana Bilqis

Associate Digital Media Director: Gaurav Tandon




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