Music video Sasa to the World ups the optimism ante
Featuring an international cast in a colourful setting, Sasa to the World sends a strong message of hope and global unity. Photo: PT Sasa Inti
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The Indonesian food and seasoning company urges global citizens to remain upbeat a year into the pandemic as part of its global corporate social responsibility initiative.
The barometer for global happiness has spoken. In its ninth edition, the 2021 World Happiness Report charts an unusual year, with COVID-19 reshaping the world on an unprecedented scale.
The results were surprising. Of almost 150 countries surveyed, the final tally reported that the average life satisfaction across 95 countries has actually remained steady.
On why the figures haven’t fallen as anticipated, author and psychology professor at University of California Sonja Lyubomirsky pointed to social support as a main pillar of well-being during the restriction. It stands to reason that building a sense of community is an antidote to feeling isolated.
With the release of its music video Sasa to the World, Indonesian seasoning firm PT Sasa Inti aims to foster the same sense of community by way of an optimistic and catchy anthem.
HAPPY, SHINY PEOPLE
Sasa to the World reflects an optimistic outlook in the slick music video production, complete with a vibrant palette and whimsical setting. Popular Indonesian musical band HiVi! was chosen to front the ditty, which also features an international cast to rally the world as we emerge stronger together from COVID-19.
The colourful music video also rang in a reminder for one and all to “enjoy the moment with all its uncertainties because better days will come”.
The message seems to have stroke a resonant chord – since its release online, the music video has garnered over 7.5 million views.
FROM SASA TO THE WORLD
This desire to uplift the community is a continuation of Sasa’s business ethos – the company’s mission is to “bring happiness to the world via simply-prepared delicious food”. Guided by this true north, the seasoning giant has grown beyond being Indonesia’s first monosodium glutamate producer. Today, it rolls out an extensive range of blended seasonings, condiments, flavouring broths and sauces.
Besides being big on flavour, Sasa also firmly believes in continued innovation to value-add nutritionally. For instance, it recently launched the first fortified seasoned flour that contains Vitamin B1, Vitamin B2, Vitamin B9, iron and zinc under the Platinum Care+ label.
This approach of bolstering goodness is reflected in the Sasa to the World music video, which positions optimism as an essential ingredient to nourish the human spirit.
“We believe human beings are resilient, resourceful and able to beat all odds,” shared Mr Rudolf Tjandra, CEO of PT Sasa Inti. “As a leading food and seasoning company from Indonesia, this is our heartfelt message to each and every one.”
Watch out for Sasa's latest nutritional innovations on its social media pages @sasamelezatkan on Instagram and facebook.com/kreasisasa on Facebook.
