Qtela / Commercial / 2025
Qrasa Indonesianya
Three generations of one family reach for the same handful of chips, and the claim underneath the jingle is simple: gluten-free, high-fiber, and unmistakably Indonesian.
The Film
The push splits into two films built on the same family and the same rhythm. One reintroduces Qtela's tempe chips in fresh packaging across three flavors, the other launches a purple and yellow sweet potato mix dusted with roasted corn seasoning. Both open on a household mid-snack, grandparents down to grandkids reaching for the same bag, and both resolve on a tabletop spread shot from above, chips fanned out beside the raw tempe and sweet potato they came from.
The Craft
Each film is cut like a jingle: captions land on-beat as the cast chants the claims, bebas gluten, tinggi serat, sumber protein, so the product benefits double as the hook of a song rather than a voiceover read. The tempe film plays against a flat, saturated red backdrop with the family shot straight-on; the sweet potato film pushes further, framing the family's reaction through a soft heart-shaped vignette of tumbling purple and gold chips, tying the ingredient's color straight into the visual language. Both spots close on the same top-down tabletop reveal, product bags fanned beside a plate of the finished chips.
The Cast
The films are carried by a single recurring cast: three generations of one family, grandparents, parents and two kids, snacking and singing together across both spots. No individual is credited on screen, the family unit itself is the casting choice, standing in for the multi-generational household the Qrasa Indonesianya push is built around.
