Indonesia – Sasa Santan, the coconut milk brand under PT Sasa Inti, has launched a new Idul Adha campaign that reinforces its presence in festive cooking traditions centred on qurban dishes such as gulai kambing (Indonesian goat meat curry).
The campaign builds on the brand’s ongoing collaboration with Jakarta-based creative agency Animale Creative (Animal3 Creative), part of Future Creative Network, marking its second consecutive Idul Adha project together.
In a market where brands typically compete for Ramadan visibility, Sasa Santan and Animale Creative have instead focused on Idul Adha as a culturally underleveraged moment, developing a recurring festive platform over the past two years.
This year’s campaign centres on the goat as both a key Idul Adha symbol and a creative hook, continuing a strategy that uses seasonal repetition to build long-term brand association.
According to the agency, the approach prioritises sustained ownership of a cultural moment rather than one-off seasonal messaging, with Idul Adha positioned as a natural fit for Sasa Santan given its role in coconut milk-based dishes prepared from qurban meat.
Last year’s campaign featured the cow; this year shifts to the goat, reflecting a continuity-led strategy designed to strengthen recall over time.
The latest execution also addresses a familiar cooking challenge in goat dishes—the strong aroma—by highlighting how coconut milk helps balance flavours and create a creamier, more aromatic gulai kambing.
This insight is translated into a music-led creative format, with a campaign film that uses a reworked version of Sasa Santan’s sonic identity as a central storytelling device. The jingle is designed to reinforce brand recall while anchoring the festive theme.
“We didn’t just want to create work with stopping power around Sasa’s core strengths as a rich and creamy coconut milk; we wanted to go beyond that. We wanted something that lingers, that entertains, and that feels unmistakably Sasa,” said Aldina, Head of Digital & Marketing, PT Sasa Inti.
The campaign is supported by on-ground activation at Masjid Agung At-Tin in East Jakarta, where 4,800 packs of Sasa Santan were included in qurban meat distributions. The activation also featured live cooking demonstrations and a community cooking competition involving local participants.
Sasa Santan and Animale Creative said the recurring collaboration is intended to build consistency across festive cycles, with each year’s campaign extending the brand’s cultural positioning rather than resetting it.
Rahmanu Nanda, Sr Manager Consumer Acquisition Retention at PT SASA INTI, said, “Working with Animale is an exceptional experience. Their passion for creative execution is outstanding, as they set a high standard and are always keen to go the extra mile.”
Meanwhile, Febrian, Co-founder of Animale Creative, commented, “Sasa Santan provides the strategic ambition to dominate the festive territory. Animale turns that ambition into creative outputs strong enough to spark conversation, entertainment, and recall online and offline.”
