The return of Indomitables: Revamped excitement for children

A few years ago, when Dufil Prima Foods, maker of Indomie Noodles brand, first conceptualised the Indomitables team characters, it was intended to thrill, excite, engage and most importantly reward its customers, mostly children whose loyalty has since shot up the brand, controlling a large percentage market share in the noodles sector.

That achievement is what the company is building on and is poised to do even better with the recent re-launch of the revamped Indomitables the company says promises to be an even more extraordinary experience for the children, who make up a large chunk of the brand’s consumers.

In its determination not to lose eye on the ball, Dufil Prima Foods swung into action three months ago with a campaign that heralded the re-launch of the Indomitables, tagged the Indomitable Team Promo coupled with the re-branding of its popular 70gm Indomie Chicken Pack and a firm promise that five successful children will get to be part of the Indomitable animation series on TV, plus scholarships.

In the run up to the campaign, consumers were guided through hypes on radio, TV commercials, newspapers, social media and other mediums on the process of the competition.

It was explained that, in all, there were 16 magnets of the five heroes. Each hero strikes a different pose in three magnets and one magnet features all of them together. The children have to collect all of them and flash the number in each to enter the lucky draw. Five winners, the company says, will get to be part of the Indomitables animation series on TV.

The campaign, which commenced September 2, peaked with a well attended raffle draw on December 18, creating lots of buzz that saw children and parents participate in the promo where many were in a hot race to gather 16 magnetic stickers for a chance to win the juicy prizes on offer.

On the much anticipated day of the raffle draw, invited journalists gathered to witness the unveiling of the eventual winners after a transparent raffle draw selection process.

The lucky winners who eventually emerged were Moyosore Bamisaye, 10 years old; Chidinma Ewunile, 11; Oluwaseyi Olukolu, 10; Sultan Akindele, 15; Chioma Osuka, 13. Subsequently, the winners were called to confirm their names, ages and whether they are still in possession of all the 16 stickers, without which they will be disqualified from the promo. All of them used their mothers’ phone numbers to enter the competition.

After the draw, Manpreet Singh, head of marketing, Dufil Prima Foods, explained the rationale behind the re-launch of the Indomitable Team promo as he said “over the years customers mostly children have been immensely loyal to the brand with unalloyed patronage which has continually seen the company grow exceedingly. That is the reason we continue to evolve special ways of saying ‘thank you’ to them.

The Indomitables Team Character promo which is one, out of many, expectedly witnessed instant strong level acceptance coupled with massive buzz created among children and their wards during the campaign”.

Singhal, pointed out that, the huge excitement it generated in states across the country speaks volume about the huge market share that Indomie commands in the instant noodles market.

Adding credence to Singhal’s statement, Tope Ashiwaju, Publicity Manager, Dufil Prima Foods Plc. said “the Indomitables is another special way of rewarding Indomie’s loyal consumers, mostly children with the re launch of their favorite animation series and even making it much better than the previous one.

“The revamped Indomitables would be shown across all states in the country and would see each of the five lucky winners, feature in each episode of the animation series which promises to be loaded with plenty of fun and excitement. The kids are no doubt assured of a memorable experience that would be worth their while”.

Also the kids will be flown down to Lagos and treated to a fun filled day, in choice locations after which the shooting of the cartoon series will be done”.

According to Ashiwaju, we took our time to repackage and make this one better because we observed the attachment kids had towards it, when it was first launched and that’s why the revamped Indomitables would be seeing the five winners who have now emerged from the draw, feature in the new Indomitables animation series.

He added “We value our esteemed consumers, most of whom are kids. So this is a way of giving them something extra special that will not only keep them excited but also engage them during the holiday season and beyond,”.

“As part of the run-up to this campaign fliers, posters and cut-outs of Indomitables characters were distributed to schools across the nation; schools were sampled, activations were also done so kids could understand the promo mechanism in order to understand how best to go about participating in the promo,” disclosed Ashiwaju.