Sasa partnered with Finch Jakarta to release a music video for people around the world. Since the pandemic hit, people have been looking for ways to entertain themselves at home, through singing, dancing, and sometimes both.
The world has lived with COVID-19 for a year. During this hard time full of uncertainty and sorrow, a shade of light has gradually changed sadness into hope, with breakthrough in vaccines now people have adapted, ready to get up and get their normal life back.
The music video, created in collaboration with Indonesian Music Group, HiVi! targets gen z & millennials, regardless of their belief, ethnicity and nation, asking them to just enjoy the moment and stay hopeful with us through this song.
PT Sasa Inti CEO, DR. Rudolf Tjandra, said: “Sasa is about happiness and hope. The pandemic has taken some of those happiness aaway, and hope is turning to surrender. We believe human beings are resilient, resourceful and able to beat all odds. If only we do it together across nationalities, genders, races, and religions, we can beat this! There is a rainbow after the heaviest rain. Every cloud has a silver lining. Sasa is part of the world and the world is Sasa! As a leading food and seasoning company from Indonesia, thi is our most heartfelt contribution to each and everyone. Godspeed #HappinessisSasa.
“Within a week, our music & MV has reached 7.5m views! Not to mention a huge request to put it on music platforms such as Spotify caused by the good vibes this song spread and wide coverage from local and international media such as detik.com, Kompas.com, CNN Indonesia, CNBC Indonesia, and Channel News Asia! We hope that we’ve uplifted and cheered 7.5m people spirit and more! And through this song we hope we can also ease the burden of being at home all the time and audiences can see Sasa as their partner to get through it all.”
Chief Creative Officer: Yerry Indrajaya
Creative Director: Max Roza Natadjaya
Creative Group Head: Eno Ruge & Audra Rasjid
Art Director: Gianine Cindy & Devi Merakati
Copywriter: Azvina Firanza Alamsyah & Maynita Eva Panggabean
Film Director: Bramsky