In modern times, advertising is something that has become part of everyday life. With the emergence of advertisements in various media, the frequency of public exposure to advertisements is very high. This causes the public's memory to be low on an advertisement, so companies must produce unique advertisements to be remembered by the public. Indomie made the Ramadan 2020 version of the advert uniquely, namely removing the noodle image. This went viral on social media and was discussed by the wider community. This study discusses the process of planning the 2020 Ramadan version of Indomie advertising strategy through Creaplex Theory to dig deeper into the important points of the process. It was found that understanding the objective, related industry, and target audience is crucial to produce relevant messages.

Keywords : Advertisement, Creative Process, Creaplex, Creative Strategy, Marketing Communication Strategy