AnyMind Group, a BPaaS company for marketing, e-commerce and digital transformation, has today announced that it has won both Gold for “Gaming, Gamification & E-Sports” category and Bronze for “Integrated E-commerce Innovation & Live Streaming” category at the MMA SMARTIES™ Awards Indonesia 2025. The awards recognize companies that have demonstrated outstanding innovation and technological excellence in driving effective business growth.
AnyMind Group received the Gold Award in the “Gaming, Gamification & E-Sports” category for Sarimi, an instant noodle brand in Indonesia for ‘Sarimi Gelas Pedas Dower – Maze Game Kebun Cabai’, executed through POKKT, a leading mobile video advertising platform. The campaign utilized a gamified ad unit as one of the main drivers to direct target users to the Minecraft portal, serving as a unique entry point within the full digital audience journey.
The Sarimi Gelas Chili Garden Maze campaign delivered a standout brand experience that drove measurable impact. It reached 13.2 million people, generated 10.7 million video views, and recorded over 1.2 million engagements, proving the experience deeply resonated with its core youth audience. More than just media metrics, the campaign played a pivotal role in Sarimi Gelas overtaking an 18-year market leader in the cup noodle category. By turning brand exposure into playful participation, the activation created lasting emotional connection and redefined how instant noodle brands can engage with Gen Z. The success validated gaming as a breakthrough engagement channel and positioned immersive brand experiences as a strategic pillar in Sarimi Gelas’ future digital efforts.
In addition, AnyMind Group’ AnyTag powered PONDS for ‘POND’S Biome: Seamless Social Commerce Engine’ campaign to take home Bronze Award in the “Integrated E-commerce Innovation & Live Streaming” category. In January 2025, Pond’s strategically launched its innovative Pond’s Biome line, introducing targeted Hydration and Brightening variants to establish the product’s market superiority. The campaign is amplified through a multi-tiered social media strategy engaging a wide spectrum of KOLs, from Indonesian nano-influencers to Indonesian mega-stars like Nakirana and Nadya Alaydrus. This integrated approach successfully drove widespread awareness and consumer engagement.
“We extend our sincere gratitude to our valued partners and clients; your trust was the foundation for our recent gold and bronze wins at SMARTIES™ Indonesia 2025. We are thrilled that our POKKT and influencer marketing solutions played a pivotal role in these campaigns, demonstrating a clear ability to build brand awareness, precisely reach target audiences, and deliver measurable business growth. Moving forward, AnyMind is more committed than ever to innovating our platforms and creating distinctive digital experiences for this new era,” said Lidyawati Aurelia, Country Manager, Indonesia, AnyMind Group.
