To change the perception of Strepsils being seen as an almost-medicinal product that’s consumed only when unwell, we decided to link Strepsils to situations that require vocal confidence through a digital campaign (SANS: Strepsils Ajang Nyanyi Strong).

The video series featured Judika, the brand endorser, popping up in unexpected places and urging people who sing badly to pop a Strepsils, keep right on singing, and send in their own fun videos to participate in a digital video contest, which received over 400 submissions over a 11-week period.