Have you seen Haraku Ramen Halal's 3.5-metre-long noodle?

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Haraku Ramen Halal, an Indonesian noodle brand under the Ismaya Group, is setting a new standard in both gaming and dining with the launch of its limited-edition product, "The one noodle". As a solution to the growing demand for unique, immersive gaming experiences, the creation is designed for gamers who don’t want to be interrupted by the simple act of eating.

The idea was conceptualised by BLKJ Havas Singapore and brought to life with the support of Moonfolks Indonesia. According to a statement, BLKJ Havas’ creative direction combined with Moonfolks’ digital and content strategy ensured that "The one noodle" would resonate across gaming communities.

Tapping into Indonesia’s gaming culture, the creation is a single, unbreakable 3.5-meter-long noodle. With a thicker texture designed for better flavor absorption, the noodle ensures that gamers can enjoy a satisfying meal while they’re fully immersed in their game.

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The unique noodle was available as a limited-edition product and sold out within days with the official launch taking place in February at a high-energy event featuring top gaming influencers and media representatives. The event showcased the product, invited attendees to experience the noodle in action, and celebrated Indonesia’s gaming culture.

Dewa Ari, marketing manager at Ismaya Group said, "When the agency brought us this idea, I remember thinking, this is crazy, but also genius. Gamers don’t want to pause their game just to eat. It’s fun, it’s different, and it solves a real problem in a way that only Haraku can.”

Echoing similar sentiments, Guilherme Machado, executive creative director at BLKJ Havas and Anish Daryani, CEO of Moonfolks Indonesia said, "We also thought it was crazy, and that’s exactly why we went for it. The craziest ideas are often the best. This idea encapsulates Ismaya’s mission to offer seamless experiences for everyone, in this case, gamers. We’re thrilled to give our fans something that’s never been seen before.”

The delicious campaign follows BLKJ Havas' recent campaign with Durex, which introduced a digital game called "The pull out game game" to highlight the potential risks associated with relying on the "pull out" method as a contraceptive strategy.

The game features a retro-styled arcade experience and challenges players to prevent sperm from reaching an egg amidst various humorous distractions such as "judgmental grandmas" and "clueless dogs." Every loss is a reminder of why the pull-out method is a losing strategy in real life.

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