Mondelez kicks off football fever in Indonesia with Biskuat campaign

The emotive ad shares Aji’s story and highlights his impact on thousands of Indonesian children.

The campaign heralds the return of Mondelez’s Biskuat Academy, a sports marketing programme which launched in 2009 to provide mentors and training for kids.

Nikhil Rao, vice president of marketing, Mondelez SEA, said the academy is part of Mondelez’s mission to promote values and nurture inner strength among children.

“Soccer has been closely related to the brand over its 20-plus years of existence due to its mass appeal but today we recognize there is limited support behind local champions and their supporters and we wanted to spotlight that during this campaign.”

Last year’s Academy attracted more than 25,000 participants with more expected this year. The Biskuat Academy will also collaborate with the Indonesia Ministry of Sport and Education for its fourth year.

Ravi Shanker, CCO, Leo Burnett Indonesia, said, “Through the story of Bang Aji, we wanted to deliver the message that true talent can take you places no matter what your circumstances are.

"Grassroot coaches and clinics have provided immense support to Indonesian football, and we want our audience and consumers to support these in their own ways. It’s time to pay homage to true heroes of Indonesian soccer who, despite limitations, have supported the growth of talent.”

The Biskuat campaign was directed by Rajay Singh & Zhafran S and produced by Directors Think Tank, Malaysia.

The campaign kicks off in September and is supported across social platforms and events.

Mondelēz: #BiskuatSupportsDream by Leo Burnett

By Mondelēz

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