Sasa Tepung Bumbu Serbaguna — Krispi, Gurih, Ngebawang banget!
How three words built a year-round craze — 93 million views across two campaigns for the same iconic tagline
The Brief
Ramadan is the most competitive advertising season in Indonesia — every brand wants a piece of the emotional real estate that comes with sahur, buka puasa, and family gathered around the table. The brief for Sasa Tepung Bumbu was to create short-form content that felt genuinely useful and culturally resonant, not just another ad dressed in batik and lamp-lit ambiance.
My role was on the marketing side: reviewing creative concepts, shaping direction, and giving approvals at each stage. The idea we greenlit was deceptively simple — a mother in her kitchen, making crispy tempe fritters with Sasa Tepung Bumbu Serbaguna, the kind of takjil that turns buka puasa into something the whole family actually looks forward to.
The Execution
In thirty seconds, the video delivered exactly what it promised: a quick, satisfying hit of krispi, gurih, and ngebawang — the three-word flavor profile that became the campaign's rallying cry. The hashtag #KrispiGurihNgebawang was built into the spot's DNA from the start, designed to travel.
The content struck a nerve because it didn't feel like marketing — it felt like a recipe tip from someone's mother. That authenticity, combined with the emotional weight of Ramadan, sent the video across every platform and racked up 44 million views. But the bigger proof came after Ramadan ended: the same three-word tagline carried into a second spot — this time for everyday fried foods — and pulled another 49 million views on its own. Ninety-three million views across two campaigns, and the same rallying cry running through both.
93M+
Combined YouTube Views
#KrispiGurihNgebawang
Unifying Tagline
2 Spots
Ramadan & Year-Round
30 Seconds
Takjil Tempe Spesial Buatan Ibu
A 30-second Ramadan spot that made crispy tempeh fritters feel like the most important culinary decision of the year — and 44 million people agreed.
Watch on YouTube30 Seconds
Sasa Tepung Bumbu Serbaguna — Krispi, Gurih, dan Ngebawang banget!
The tagline that proved itself beyond Ramadan — a 30-second spot for everyday fried foods that pulled 49 million views and confirmed Krispi, Gurih, Ngebawang as a year-round craze.
Watch on YouTube