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When Indonesian biscuit brand Gery approached us to make ads to promote their flagship product in partnership with Gone Mad, they were weary of how they would be received in a new market.
Their Sugar Cheese Crackers were no doubt delicious. But how would a foreign brand be received in a market already saturated by household favourites such as Parle, Britannia, and Sunfeast?
At First Action, we realised the importance of presenting this product with ads that evoked popular Indian sentiments.
I co-wrote and co-conceptualised one of the two ads we made for them, linking Sugar and Cheese to 'Office Gossip'.
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