Reaping Jumbo profits: How brands see a niche in animated movies

The animated film Jumbo, directed by Ryan Adriandhy and released during Hari Raya Idulfitri 2025, has taken Indonesia by storm. The film tells the heartwarming and humorous story of Don, an orphan on a journey of self-discovery and courage with the help of his friends. Its universal themes and emotional appeal have resonated strongly with audiences, driving its success to unprecedented levels.

In less than a month, Jumbo surpassed four million viewers and has now exceeded 6 million, becoming the highest-grossing animated movie of all time in Indonesia and Southeast Asia. Its financial success has been matched by the cultural impact it has achieved, with brands playing a critical role in amplifying its presence.

Animation’s financial challenge: Funding through brand partnerships

Creating an animated feature film is a monumental task, requiring both time and significant financial investment. For Jumbo, the production spanned five years, presenting director Ryan Adriandhy and his team with the challenge of securing the necessary funding. The solution? Advertising through product placement.

Recognising the film’s potential as a blockbuster, brands flocked to partner with Jumbo. Their sponsorships not only helped bring the project to life but also provided a unique opportunity for their products to feature organically within the storyline.

In the film, audiences see characters interacting with well-known products: Atta enjoys eggs with Kecap Bango, Nurman munches on Criscito snacks, and Buavita juice boxes make appearances. These integrations feel natural and unobtrusive, blending seamlessly with the narrative while elevating brand visibility.

Brands riding the Jumbo wave

Sponsors of Jumbo didn’t stop at on-screen product placements. They leveraged the film’s massive popularity through creative campaigns that extended its reach far beyond the cinema.

• Wall’s Paddle Pop: The ice cream brand released a limited-edition Jumbo version of its Paddle Pop Jiggly Jelly. The packaging prominently featured Don, the film’s protagonist, alongside other characters from the Jumbo gang. Paddle Pop also created social media content and advertisements celebrating the movie, while distributing the special-edition ice cream at Jumbo’s gala premiere. This provided further opportunities for Paddle Pop to gain exposure through testimonials from public figures and influencers.

• Bebelac: The milk brand positioned Don as a resourceful “Knight of Bubbles,” attributing his strength to drinking Bebelac. The campaign included official Jumbo-themed merchandise and frequent social media content tied to the film. Bebelac’s TikTok campaign featuring Jumbo has garnered over 45 million views and hundreds of thousands of likes, showcasing the brand’s ability to engage audiences across platforms.

• Kecap Bango, Buavita, and Criscito: These brands held movie ticket giveaways and shared behind-the-scenes animation processes for the scenes featuring their products. These activations not only boosted brand recall but also added to the buzz surrounding the movie.

Government backing: Local IP gets national support

The Indonesian government and state-owned enterprises (SOEs) also played a significant role in Jumbo’s success. The Ministry of Creative Economy and InJourney, a state-owned tourism holding company, embraced the film as a showcase of homegrown intellectual property (IP).

Don’s character was prominently featured at airports managed by InJourney, and a 10-metre inflatable Don was displayed at Prambanan Temple during the Lebaran holidays. The activation included a dedicated play area and activities for children, further reinforcing the film’s cultural resonance.

Why movie advertising works

Jumbo’s success underscores the power of movies as an advertising platform, particularly for brands looking to create deeper emotional connections with consumers.

1. Emotional engagement: Family films like Jumbo appeal to both parents and children, making them ideal for brands targeting families. By integrating products into a beloved story, brands can forge strong emotional connections with audiences.

2. Building a narrative: Collaborating with films allows brands to move beyond traditional advertising. Instead of being a standalone message, products become part of a larger, emotionally resonant narrative. Whether through character tie-ins, themed packaging, or aligned values, this approach creates a lasting impact.

3. Expanding reach: A film like Jumbo ensures wide exposure. It is not only dominating theatres across Indonesia but is also set to screen in 17 other countries. Combined with digital promotions and on-ground activations, this ensures that brands are deeply integrated into the cultural phenomena created by the movie.

The power of local storytelling

While product placement is a well-worn strategy in global cinema, the Jumbo phenomenon demonstrates the untapped potential of local content. The film’s ability to resonate with audiences on a cultural and emotional level propelled it to become a record-breaking success.

Jumbo is not just an example of effective advertising but also proof that locally developed intellectual property can compete on a global stage while opening doors to wider commercial opportunities. For brands, the key lies in selecting films that align with their values and connect authentically with their audiences, as Jumbo has so successfully demonstrated.

Sadhana Insights is a Jakarta-based marketing research company that helps businesses make data-driven decisions and develop effective strategies.