The campaign hijacked a popular song track to raise awareness on the importance of immunity building while fasting.



Redoxon, in partnership with Lion & Lion, launched a campaign to encourage Indonesians to boost immunity during the holy month of Ramadan. Leveraging the power of music, this campaign raised awareness by hijacking the song ‘Jangan Ditunda-tunda’ by the popular music group Bimbo and rewriting the lyrics to appeal to the local audience. The campaign went live on TV, Digital and a selection of OOH.

Tapping into data that showed Ramadan as a vulnerable time for the immune system, the campaign focused on reminding Indonesians of the importance of a strong immune system to stay healthy and enjoy the auspicious month. The campaign further demonstrated how Rexadon’s Triple Action Formula of Vitamin C, D and Zinc can prevent illness by boosting immunity. Lion & Lion aimed to strike the right chord with the audience by hinging the campaign on entertainment and engagement to drive the message. 

Following the successful growth of 48% in 2019, Redoxon continues its partnership with Lion & Lion to deliver impactful campaigns that motivate boosting immunity, especially during Ramadan. Lion & Lion has been working closely with Bayer for the past 18 months.

Hesnuaril Marlindayani, Redoxon’s Head of Digital & Innovation says, “Ramadan is one of the most significant periods for VMS category, hence understanding Consumer insights during this season is critical for success. Through excellent execution developed by Lion & Lion, we are confident this campaign will deliver Redoxon’s higher business growth.“

Jerry Soeria, Lion & Lion Creative Director says, “Indonesia has the highest Muslim population in the world, which makes Ramadan, the month of fasting, a key festive season. 

We believe that this time of year is a perfect occasion to communicate Redoxon’s benefit in helping people boost their immunity to prevent and minimise sickness. We have taken a local approach to communicate Redoxon’s brand message by reworking the lyrics of a popular song that all Indonesians are familiar with.

John Campbell-Bruce, Lion & Lion Managing Director says, “There is misinformation about sickness we seek to dispel. Redoxon is all about prevention rather than a cure to sickness. The aim of this campaign is to ensure Indonesians know to boost their immunity in the ‘about to get sick moment’ so that they can be at their best during the month of Ramadan”.



Client: Bayer / Redoxon

Marketing Manager – Sandi Wijaya

Head of Digital & Innovation – Hesnuaril Marlindayani

ASEAN Brand Lead – Junie H’ng

Nutritional Lead ASEAN Consumer Health – Minxia Shen

Digital Marketing Manager – Dian Joanita

Actress: Maudy Ayunda

Creative Agency: Lion & Lion

Creative Director – Jerry Soeria

Art Director – Joshua Johan

Copywriter – Dwiky Fahrizal

Designers – Sally Manullang & Theo Cavin

Client Lead – Roopali Sharma

Client Manager –  Meiliana Agustine

Managing Director – John Campbell-Bruce

Production house: Press Play

Director – Rangga kusmalendra

DOP – Rangga kusmalendra

Producer – Ega ferdiansyah

Production house: Press Play

Director – Rangga kusmalendra

DOP – Rangga kusmalendra

Producer – Ega ferdiansyah



About Us:

Lion & Lion is an award-winning, digital agency operating in Asia focusing on delivering impact to their clients’ businesses with an integrated, data-driven and strategically led approach to digital marketing.
With offices in Kuala Lumpur, Singapore, Hong Kong, Jakarta and Taipei, and more than 120 digital experts, Lion & Lion has a prestigious and growing portfolio of clients including Google, Virgin Active, L’oreal, Bayer, Coty, Diageo, Danone and more.