ROYCO AND ADA APA DENGAN CINTA REIGNITE INDONESIA’S FAVOURITE LOVE STORY

Unilever Indonesia’s Royco has partnered with Ada Apa Dengan Cinta, the nation’s most iconic romantic film franchise, for a campaign titled Bahasa Cinta Yang Beda. Centred on an omelette as a symbol of everyday love, the initiative explores how romance matures into quiet gestures, positioning Royco as part of daily affection.

Unilever Indonesia’s seasoning brand Royco has reignited one of the country’s most cherished cultural romances by partnering with Ada Apa Dengan Cinta, the film franchise that defined a generation. First released in 2002, the story of Rangga and Cinta became a national phenomenon, later revisited in the 2016 sequel. Yet audiences were left with a lingering question: what happens after the “happily ever after”? Royco’s new campaign, Bahasa Cinta Yang Beda (A Different Love Language), seeks to answer that by exploring how love evolves over time, expressed not through grand gestures but through the quiet rituals of everyday life.  

At the heart of the campaign is a short film directed by Teddy Soeria Atmadja, one of Indonesia’s most celebrated filmmakers. Starring Dian Sastrowardoyo and Sissy Prescillia reprising their roles, the narrative follows Cinta’s attempt to perfect Rangga’s favourite dish — the omelette — as an act of love. The omelette becomes the campaign’s central motif: a simple dish that symbolises how affection is often found in the smallest of gestures. Royco positions itself as the ingredient that makes these moments meaningful, embedding itself in the language of love spoken in kitchens across Indonesia.  

The creative idea, developed with frank. Singapore, Omnicom’s dedicated Unilever team, draws on a cultural tension familiar to Indonesian audiences: the contrast between the heightened romance of Korean dramas and the quieter, more authentic love of daily life. By centring the campaign on cooking, Royco bridges this gap, showing how food can deepen connections and become a medium of care.  

Ilham Chairat, Royco Masterbrand & Innovation Lead, explained: “Ada Apa Dengan Cinta has held a special place in Indonesian culture for over two decades. With this campaign, we wanted to ask what love looks like when it becomes part of daily life. Royco has always believed that the kitchen is where love is expressed, and this film brings that belief to life.”  

The campaign extends far beyond the film. A premiere event, a limited-edition Royco x Ada Apa Dengan Cinta omelette kit at TikTok Food Fest, and a live podcast form part of the ecosystem. Audiences are invited to participate directly by cooking their own Omelette Cinta for their partners, with key opinion leaders and user-generated content amplifying the movement across social platforms. At the centre of every omelette is Royco Ayam Kampung, the hero product anchoring the campaign with authentic flavour.  

Omar Sotomayor Noel, Group Creative Director at frank. Singapore, added: “Ada Apa Dengan Cinta gave Indonesia one of its great love stories, but like so many rom-coms, it left us at the first stage of love. We wanted to explore what comes after, when routine takes over and love becomes ordinary yet real. The omelette is a relatable motif, and building a campaign around it allowed us to create something that feels true to the original story while inviting audiences to share their own.”