The campaign hijacks a popular local track to raise awareness on the importance of immunity building while entertaining the target audience with a catchy tune


Indonesia, April 9: Rexodan in partnership with Lion & Lion launches a campaign to encourage Indonesian to boost immunity during the holy month of Ramadan. Leveraging the power of music, this campaign aims to raise awareness by hijacking the popular Indonesian track ‘Jangan Ditunda-tunda’ by ‘Bimbo’ and rewriting the lyrics to appeal to the audience. The campaign will be launched across TV, Digital & a selection of OOH.

Tapping into data of recent research which suggests that Ramadan is a vulnerable time for the immune system, the campaign focuses on reminding Indonesians of the importance of a strong immune system to stay healthy and enjoy the auspicious month. The campaign further demonstrates how Rexadon’s Triple Action Formula of Vitamin C, D and Zinc can prevent illness by boosting immunity. With this campaign, Lion & Lion aims to strike the right chord with the audience by entertaining and engaging with them 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.

On the launch, 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 moselm population in the world, which makes Ramadan, the month of fasting, a key festive season. 

We believe this time of year is a perfect occasion to communicate Redoxon’s benefit in helping people boost their immunity to prevent and minimize sickness. Lion & Lion has taken a local approach to communicate the brand message by reworking a famous local singer named “Bimbo” to get the message across during the holy month.


Adding to this, 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 Indonesian’s know to boost their immunity in the ‘about to get sick moment’ so they can be the best they can be during 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



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.


Pallabi Ghosal 

Senior Corporate Communications Manager, Lion & Lion


M: +60142787517