AGENCY
Rahul Chawra - Head of Planning, SEA & India
Mudit Trivedi - Managing Director
Andreas Christiadi - General Manager
Venkatagiri Rao - Creative Head, SEA & India
Kevin Lobo - Executive Creative Director
Eldon D'cruz - Planning Director
Starcom MediaVest Group
Saravanan Mudaliar - Business Head
Ogilvy Indonesia
Pradipta Roy - Technical Advisor
Geometry
David Tay - Managing Director
SUMMARY
A rank of 85 out of 153 in the World Economic Forum’s Gender Gap Index showed that gender equality is a pipe dream in the world’s largest Muslim country – Indonesia. The statistics were even worse when it came to equality in cooking.
Kecap ABC, a 40-year old, respected but undifferentiated Soy Sauce brand grew the most share, consumer recruitment and brand love in the heavily contested Soy Sauce category by becoming the evangelist for gender equality in the kitchen.
By asking husbands to cook. Repeatedly; over 18+ months.
