Mondelez Biskuat spotlights unknown football coach who has trained thousands

Mondelez Biskuat has launched a new campaign developed by Leo Burnett Indonesia. The campaign marks the return of the Biskuat Academy, a sports marketing programme which is in line with their mission to nurture true inner strength amongst children by imbibing the right set of values.

As part of the campaign, Leo Burnett decided to spotlight a relatively unknown coach Bang Aji, founder of football club Persigawa, who has trained thousands of kids since 1987 with significant success. He was inspired to watch kids play with passion with a plastic ball and committed himself to help underprivileged kids get access to training. Despite limited financial means, the Persigawa club has provided free coaching to all kids and today has six branches in Jakarta.

This film was directed by Rajay Singh & Zhafran S., shot in Jakarta and Yogyakarta, and produced by Directors Think Tank, Malaysia. The campaign kicks off in September and is supported over the next two months through a series of initiatives across social platforms and events.    

“Biskuat is a brand with a special place amongst Indonesian families. The Biskuat Academy platform started in 2009 as a part of our constant effort in serving our communities. The Academy helps activate our purpose of helping Indonesian kids unlock their inner strength. Soccer has been closely related to the brand over its 20+ years of existence due to its mass appeal but today we recognise there is limited support behind local champions and their supporters and we wanted to spotlight that during this campaign," Nikhil Rao, vice president Marketing, Mondelez SEA explained.

“Biskuat Academy has always attracted many soccer aspirants and has helped provide true opportunity to kids through the mentors and training which the brand has been able to facilitate. To support this edition of Biskuat Academy, we wanted to help create awareness about soccer’s unspoken heroes who have spent their lives helping kids achieve their dreams,” Thanh Vo, fuel and wellbeing director, Mondelez SEA.

“Through the story of Bang Aji, we wanted to deliver the message that true talent can take you places no matter what your circumstances are. Grassroot coaches and clinics have provided immense support to Indonesian football, and we want our audience and consumers to support these in their own ways. It’s time to pay homage to true heroes of Indonesian soccer who, despite limitations, have supported the growth of talent,” Ravi Shanker, chief creative officer of Leo Burnett Indonesia added.

This is Biskuat Academy’s fourth year of collaboration with the Indonesia Ministry of Sport and Education (since 2019). The Academy has grown its participants year-on-year, with more than 25,000 participants last year, and is expecting, even more, this year. Biskuat has increased the number of training classes to accommodate growing participation.

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