JAKARTA – #KeepOnRollin is the latest campaign from Jointfit, a roller gel supplement from Combiphar that helps to soothe and treat joint soreness. The campaign tells the audience that in this life, there are only two choices: either we stop and surrender, or stay strong and just ‘keep on rollin’.
Jointfit, (a Combiphar brand), collaborated with Jointfit’s Brand Ambassador Joe Taslim, to bring his own ‘Keep On Rollin’ story to life. It depicts his struggles as an injured Judo Champion for Indonesia to becoming a Hollywood actor for which he is now known.
His story is brought into a made-for-cinema movie that portrays Joe’s life from his troubled childhood to his father deciding that he should take up Judo, and how he kept on rollin despite all the injuries he suffered to become a champion Judo athlete for Indonesia.
The story made a personal impression on Joe Taslim. “The biggest obstacle in my life began with limitations in reaching the dream of becoming a badminton athlete, but I was not afraid, I kept on moving until finally, I found a new career path as a Judo athlete. Another hurdle came again when I suffered a knee injury, and at the time, I had to compete for Indonesia in the Judo championship. Again, I chose to keep moving against obstacles. Thankfully, with determination, I was able to present a medal to my mother. However, the obstacles did not stop, the knee injury that I had been experiencing for some time often triggered pain. To get comfortable with movement and activity, I found that Jointfit can be a solution to relieve pain and help maintain the health of my joints,” said Joe Taslim, actor and Jointfit Brand Ambassador
“Jointfit chose film as the media of communication because we felt it would be effective in reaching our target market. Eventually, we were also keen to launch this film on digital platforms such as Youtube and Instagram. We want that our movie can be enjoyed by all Indonesian Citizens”, said Evi K Santoso Vice President Marketing Consumer Intensive Care Combiphar.
The movie itself was shot in a unique, ‘one-take non-stop shot’ to stay true to the #KeepOnRollin message.
Ruben Adrians (Director) hopes that the film can inspire, and enlighten viewers from a positive perspective.
“Through every lowest point in our journey, #KeepOnRollin can act as a point where people can be inspired, to act and be able to change their lives.”
Subaraju Alluri, CEO of Grey Indonesia, said: “Grey Indonesia was handed the task to formulate a campaign for Jointfit, and we are incredibly thrilled to be a part of the campaign that is told through a powerful and relentless story.”.
Combiphar was founded in 1971 as a pharmaceutical company focusing on four business sectors consisting of Combi Consumer, Combi Health, Combi Nutrition and Combi Bio. Combiphar has transformed into a leading consumer local company in Indonesia that is growing fast by producing and marketing more than 80 quality and affordable products including OBH Combi (cough syrup), JointFit (joint pain reliever gel), Prive Uricran (supplement for bag infections urinary), Insto (eye drops), Apta + (nutritional milk for adults) and Hezandra (supplement to maintain liver function).
With state-of-the-art production facilities and modern standard operating procedures, the Combiphar plant located in Padalarang, West Java, has successfully obtained international certifications including ISO 14001: 2004 for environmental management and the Therapeutic Goods Administration (TGA) from Australia. In addition to owning a factory in Padalarang, Combiphar’s production activities are also supported by factories in Depok and the Jababeka Region. In early 2017 Combiphar also expanded its business to the international market through its flagship eye drops products, Eye Mo in the Southeast Asia region including Singapore, Malaysia and the Philippines.
About Grey Group
Grey is the advertising network of Grey Group. It ranks among the world’s top advertising and marketing organizations, serving one-fifth of the FORTUNE 500, in 96 countries. Under the banner of “Grey Famously Effective Since 1917,” we continue to break new ground in brand experience across every platform and create lasting consumer connections. Our parent company is WPP. Grey won the 2015 Cannes Lions Innovation and the 2015 Cannes Lions Product Design awards. The agency was also recognized as “2014 Global Agency of the Year” by The Global Awards, “2014 Global Agency of the Year” and “2015 Global Agency of the Year” by ADWEEK, “2014 Agency of the Year” by AD AGE, as well as by FAST COMPANY as one of “World’s 50 Most Innovative Companies.