McDonald’s brings families together this Ramadan via heartwarming Leo Indonesia film
In the spirit of Ramadan, a time when hearts and homes open wide, McDonald’s Indonesia has partnered with Leo Indonesia on new film inviting families to experience the unifying power of shared meals with a locally-inspired limited time offering: Ayam McD Lengkuas with Sambal Bajak.
McDonald’s Indonesia’s 2025 Ramadan campaign centres around the idea of Satu Rasa, which has a double meaning of “One Heart, One Taste” in Bahasa Indonesian. This reflects the deep-rooted Indonesian belief that the dining table is a sacred space for unity, where any differences can be resolved, because in a culture of harmony, food transcends meals.
To illustrate this concept, this year’s McDonald’s Indonesia Ramadan campaign features two adorable brothers, whose quarrels starts with the eldest reporting on the youngest for not completing his fast to their mum, and in response, he makes too much noise and takes his eldest brother’s prized chicken skin during Suhoor — much to the annoyance of his big brother.
When it comes time to break fast over a heartwarming Ramadan meal at McDonald’s, the two young brothers come together again despite their differences — a gentle reminder of the greatest gift there is: Family.
“In Indonesia, we believe that the dining table is a powerful symbol of unity, where differences dissolved and bonds strengthened,” said Caroline Kuriadjaja, Associate Director of Marcomm at McDonald’s Indonesia. “This Ramadan, we wanted to honor this tradition by offering a meal that not only tastes delicious but also brings families closer. Our new Ayam McD Lengkuas with Sambal Bajak are more than just food; they are a catalyst for creating sweet moments of connection.”
The film captures the moment when the aroma of Ayam McD Lengkuas and the spicy kick of Sambal Bajak draw loved ones together, transforming an ordinary evening into a memorable occasion. It highlights how McDonald’s Indonesia serves as a place where everyone can come together, regardless of their backgrounds, to share in the sweetness of life.
McDonald’s Indonesia invites everyone to embrace the spirit of unity this Ramadan while sharing its latest menu item: Ayam McD Lengkuas with Sambal Bajak, featuring McDonald’s fried chicken served with savory galangal sprinkles and delicious sambal bajak, warm rice, soft scrambled egg and refreshing Fruit Tea Blewah. Available for a limited time at McDonald’s restaurants across Indonesia, these dishes are a testament to the power of shared meals and the transformative power of togetherness during this holy month.
Credits
Client: McDonald’s Indonesia
Director of Marcomms, CBI & Digital: Michael Hartono
Associate Director of Marketing: Caroline Kurniadjaja
Marketing Manager: Anastasia Walla
Assistant Marketing Manager: Widya Novianta
Marketing Executive: Ria Waraswati
Agency: Leo Burnett Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
Executive Creative Director: William Mathovani
Business Director: Adnin Ardhias
Head of Planning: Nilakshi Medhi
Senior Copywriter: Oei Sonny
Senior Copywriter: Ray Satriaputra
Senior Art Director: Levina Christy
Group Account Director: Bhara Mariska Felder
Account Manager: Indah Perdana Kusuma
Assoc. Planning Director: Andreas Kennardi
Sr. Planning: Randi Rakasiwi
Junior Art Director: Muhammad Yusuf
Junior Art Director: Sarah Aghnia
Senior Project Manager: Vidiyanti Shariff
Production Lead: Anti Istianti
Senior Producer: Shabrina Nugroho
Production
Production Company: ThinkTank Production
Director: Chevie Law
DoP: Gandang
Executive Producers: Intan Sham
Post Production: Tank3 Asia
Audio Post: Manna Inc
