Description
Haraku Ramen Halal, the popular Indonesian noodle brand under the Ismaya Group, is setting a new standard in both gaming and dining with the launch of its limited edition product: The One Noodle. As a solution to the growing demand for unique, immersive gaming experiences, this game-changing creation is designed for gamers who don’t want to be interrupted by the simple act of eating.
Tapping into Indonesia’s massive gaming culture, The One Noodle is a single, unbreakable 3,5-meter-long noodle. With a thicker texture designed for better flavor absorption, this noodle ensures that gamers can enjoy a satisfying meal while they’re fully immersed in their game. It's the ultimate fusion of gaming and eating – no distractions, no interruptions, just pure gameplay.
“When the agency brought us this idea, I remember thinking—this is crazy, but also genius! Gamers don’t want to pause their game just to eat. It’s fun, it’s different, and it solves a real problem in a way that only Haraku can.” said Dewa Ari, Marketing Manager of Ismaya Group.
The idea was conceptualised by BLKJ Havas and brought to life with the support of Moonfolks in Indonesia. BLKJ Havas’ creative direction combined with Moonfolks’ digital and content strategy ensured that The One Noodle would resonate across gaming communities.
“We also thought it was crazy, and that’s exactly why we went for it. The craziest ideas are often the best. This idea encapsulates Ismaya’s mission to offer seamless experiences for everyone—in this case, gamers. We’re thrilled to give our fans something that’s never been seen before.” Said Guilherme Machado, Executive Creative Director at BLKJ Havas and Anish Daryani, CEO of Moonfolks Indonesia.
The One Noodle was available as a limited-edition product and sold out within days.
The official launch took place at a high-energy event featuring top gaming influencers and media representatives. The event showcased the innovative product, invited attendees to experience the noodle in action, and celebrated Indonesia’s vibrant gaming culture.
This professional campaign titled 'The One Noodle' was published in United Kingdom in April, 2025. It was created for the brand: Haraku Ramen, by ad agency: BLKJ HAVAS. This Integrated and Print media campaign is related to the Food industry and contains 6 media assets. It was submitted about 1 month ago.
Credits
Creative Agency
BLKJ HAVAS
(Creative Idea Conceptualisation & Execution)
Co-Founder & CEO: Rowena Bhagchandani
Co-Founder & CCO: Joji Jacob
Co-Founder & Creative Partner: Khalid Osman
Executive Creative Director: Guilherme Machado
Copywriter: Guilherme Machado
Copywriter: Joshua Tjandra
Art Director: Gilda Lim
Art Director: JC Aujero
Operations Director: K Cheng
Senior Business Director: Vivien Foo
General Manager: Fiona Huang
Media Agency
MOONFLOKS HAVAS
(Social Media Strategy & Production)
CEO & President Director: Anish Daryani
Business Director: Dyah Ariani
Integration Manager: Rizkhie Arissaputra
Integration Manager: Tamara Wulandari
Sr Integration Officer: Khairani Biandagusti
Integration Officer: Athia Syifa
Integration Officer: Alvia Triwahyuni
Integration Officer: Alya Faradinda
Creative Technical Lead & Digital Planning: Edo Surya
Client
HARAKU RAMEN
Chief Executive Officer, Ismaya Group: Bram Hendrata
Chief Supply Chain Officer, Ismaya Group: Theo Widjaja
Head of Central Kitchen, Ismaya Group: Piers Chandler
SVP Marketing Resto, Ismaya Group: Devleena Sashital
Head of Operations Resto, Ismaya Group: May Wiji
Brand Marketing Manager, Haraku Ramen: Dewa Gede Ari
Event Product Asst Manager, Ismaya Group: Setiaji Wibowo
R&D Manager, Ismaya Group: Yohan Trisna
Operation Manager, Haraku Ramen: Yudha Siliwangi
Kitchen Manager, Haraku Ramen: Yuriansyah Rahadi
