Tag: Astro

Kuala Lumpur, Malaysia – Astro Malaysia has recently released a heartwarming Raya brand film highlighting the richness of Malaysia’s diverse Raya traditions. As part of Astro’s Raya 2025 campaign ‘Meriah Lain Macam,’ the film explores the various unique ways Malaysians celebrate Raya; from traditional dishes to the significance of Baju Raya (attire for Raya), emphasising the beauty of embracing all these different customs.

The campaign, done alongside Talon Creative, highlights how Malaysia is often hailed as a melting pot of cultures and traditions. Similarly, when it comes to Raya, there’s a world of unique celebrations just waiting to be experienced; tapestries of unique Raya customs and traditions beyond the familiar go-tos, waiting to be shared. 

The film, starring Ellie Suriaty Omar, Mierul Aiman, Azri Safix, and Evertts Gomes, tells the story of Jumaah and her family bridging the gap between cherished customs and new traditions. 

It also showcases the diversity of Malaysian Raya celebrations with humour and emotion. The film reminds us that no matter how we celebrate, togetherness and tradition are what make each family’s Raya celebration special.

Benjamin Woo, head of group marketing at Astro, shared, “Astro recognises that Raya traditions, like families, are beautifully diverse. Yet, at their heart, they share a universal language: the language of love, connection, and cherished memories. This film celebrates how these traditions, unique as they may be, are the threads that weave families together, strengthening the bonds that truly matter. At Astro, we are committed to forging these moments of connection, bringing families closer through the shared experiences that define Raya.”

Meanwhile, Gavin Teoh, managing director of Talon Creative, expressed, “The essence of togetherness truly comes to life in our Raya film through the power of Astro’s talent and iconic IPs. Talon has always championed entertainment in campaigns that connect with audiences, and with Meriah Lain Macam we’ve created a campaign that feels both relevant and deeply meaningful for this festive season.”

Hyrul Anuar, director at Directors Think Tank, said, “We wanted to bring an authentic and emotional perspective to this film—one that truly reflects the unique Raya stories that exist within Malaysian families. The goal was to make viewers feel seen and resonate with the essence of these traditions.”

Lastly, Erman Basiron, creative director of Talon Creative, stated, “Crafting this film was about celebrating the different ways Malaysians mark Raya while staying true to the heart of the celebration. We aimed to create something that feels relevant, honoring both tradition and progress.”

Astro continues to celebrate Malaysia’s multicultural spirit and the joy of togetherness during the festive season. The Meriah Lain Macam campaign continues with Pesta Meriah Lain Macam, a star-studded Raya event celebrating togetherness in all its forms and on screens, Astro offers over 160 Raya content so there’s something for everyone in the family. 

Kuala Lumpur, Malaysia – What happens when the line between fiction and reality is blurred? Astro, Talon Creative, and Mindshare brought that question to life with a promotion for the highly anticipated second season of Astro Originals’ series ‘One Cent Thief.’ With a daring antihero at its heart, the narrative spills off screen and into the real world with a bold campaign that pushes the limits of immersive entertainment. 

As part of the promotion campaign, various major platforms were hacked, seized and hijacked, pulling unsuspecting audiences into the world and theme of One Cent Thief Season 2.

The series of disruptions started during the New Year’s Eve countdown. A 30,000 strong crowd at Konsert Countdown MeleTOP 2025 were left baffled as Digital Karma – the protagonist of ‘One Cent Thief’ season 2 hijacked the stage. It then proceeded to the digital space via page takeovers and website skinners. 

The gravitas of the situation increased when multiple billboards at Bukit Bintang displayed cryptic messages about the villainess, Ibu Zara. Afterwards, protagonist Iman Shah gave a fiery speech condemning Ibu Zara on top of Bangunan Yayasan Selang before jumping off the 8th floor while being pursued by special force Every action taken further immersed the audience into the world of One Cent Thief, climaxing with Iman Shah declaring – ‘I will expose everything.’

Benjamin Woo, vice president of product marketing at Astro, believes that Astro’s ability to bring a first-class entertainment experience to fans is not only what keeps the brand strong but also how it’s brought to life. 

“As Malaysia’s leading content and entertainment provider, we’re honoured to champion local stories and talent. We are committed to pushing boundaries and creating immersive experiences that go beyond the screen, bringing Malaysian narratives to life in exciting and innovative ways,” he stated.

Meanwhile, Gavin Teoh, managing director at Talon Creative, commented, “We’ve always believed that entertainment in communications has the power to captivate. And by integrating the story into everyday life, the campaign challenges traditional advertising and invites the audience to become part of the entertainment.”

Lastly, Ang Ching Wen, business director at Mindshare, stated, “Our immersive media activation for One Cent Thief Season 2 seamlessly blended content with the storyline, thrilling fans and sparking wider curiosity. For two hours, Bukit Bintang screens came alive with real-time surprises, making the experience truly unforgettable.”

Kuala Lumpur, Malaysia – Alex Goh, most recently the chief strategy officer at Naga DDB Tribal, has joined Astro as its head of strategy and product for Astro Media Solutions. In his role, Alex aims to assist brands in gaining a larger market share by leveraging the power of entertainment to break through the noise.

“In the high clutter world we live in today, I am excited by the prospect of leveraging Astro’s rich capabilities to deliver content and entertainment-led integrated brand experiences – across screens (and even screenless environments i.e. radio), via both online and offline channels. And to do so in a way that balances creativity and effectiveness,” Alex said in an exclusive conversation with MARKETECH APAC.

How agency leadership will translate into his new role

Prior to his new role at Astro, Alex held the chief strategy officer position at Naga DDB Tribal for four years, where some of his key responsibilities revolved around driving agency transformation by leading initiatives to enhance data, processes, controls, and talent management while introducing AI-driven strategy development to improve quality and efficiency.

Moreover, his leadership responsibilities encompassed mentoring and coaching a team of strategists, fostering a culture of continuous learning and growth. 

He also led the joint-strategic function for The ONE Team, a creative partnership between Naga DDB Tribal and M&C Saatchi following the Celcom and Digi merger.

“My past experiences including my time at Naga DDB Tribal had always revolved around working with brands to define their brand’s story, and then finding the most compelling ways to present that story to the world,” Alex said.

Looking back, Alex stated that one of the things he aims to bring over in his new role is his ability to have a deeper understanding of people to make worthwhile connections through brand storytelling.

“A big part in doing this well is rooting in a deep understanding of people; this helps brands find the right orientation in identifying a story worth telling, to be told in a way that’s worth people’s time and attention. Now, I just have access to interesting touchpoints, content and IPs to do just that. Telling brand stories and creating brand experiences at the intersection of the brand’s best self and people’s needs and interests has always been my professional pursuit,” he explained.

Navigating the future of advertising solutions

For Alex, one of the key challenges in advertising revolves around how agencies and brands are increasingly focused on understanding the gap between reach and impact.

“In the high clutter environment we all live in, beyond just stated reach and impressions, getting attention for brands remains a constant and growing challenge. Without attention, everything else that we talk about and fuss over – from the right targeting to the right message and excellent creatives – becomes academic,” he said.

He also highlighted how multiple studies have shown that there is a significant variation in the levels of attention afforded by different platforms. And in this regard–in what may come as a surprise to many–TV and BVOD consistently lead when it comes to video platforms.

“So in response to shifting media behaviours and to help brands thrive in the attention economy, among others, it requires a total video solution across linear and on-demand environments, across both small and big screens,” he said.

Alex added, “And that’s what Astro’s addressable advertising offers, among others – extending and refining the access of brands to the media environments that are most conducive for audiences to receive a brand’s message and thus most profitable for a brand.”

Speaking on trends that will shape the future of advertising, Alex notes that artificial intelligence will impact marketers to make their lives both easier and harder. But why harder? 

“Because among other things, AI will result in an explosion of content being released. But, there’s literally not enough human attention to go around,”

With that in mind, Alex notes that he sees a resurgence for many marketers to go back to brand fundamentals by embodying the principle ‘right audience, at the right time, with the right message, presented in the right setting.’

“I also observe a return to brand fundamentals too – in this digital age, to balance reach and relevance as marketers find their optimum mix of brand building versus sales activation; not because it’s trendy but because sustainable growth relies on it,” he concluded.

As Astro increasingly seeks impactful ways to connect with audiences in a competitive marketplace, Goh’s leadership will play a pivotal role in shaping advertising solutions that are not only data-driven but also deeply resonant with consumers. 

Kuala Lumpur, Malaysia – With the launch of the Astro Originals series ‘Project; Exit’, Talon Creative has collaborated with Astro to create an AI-powered initiative that aims to empower and provide support for those in need via positive social media engagement. 

Bringing together the power of generative AI, the stars of ‘Project; Exit’ and Astro’s social media presence, Talon created a way for Mierul Aiman and Shasha Abedul to give moral support to those in need directly on social media.

To achieve this, a social listening system identified posts expressing sadness, frustration, and anxiety. By leveraging proprietary AI technology trained on the cast members’ voice recordings and footage, we are able to generate custom responses that mimic their style and tone. These personalised messages aimed to provide support and encouragement to those in need. 

With up to 50 responses a day, the initiative created a meaningful impact, allowing social media users to see that they were not alone. This resulted in #ProjectExit 2-episode drop accumulating a total of 3.2k mentions, contributed by 1.2k authors, to date. 

The AI initiative attracted praises from netizens as Hadi and Jannah comforted those in need with personalised words of encouragement. Influencers were also seen interacting with the AI, reacting in surprise that AI could be leveraged for the good of mental health awareness. Moreover, all of this resulted in an outpouring of netizens speaking about their battles and the battles of those close to them. 

Tai Kam Leong, chief sales and marketing officer at Astro, said, “We’re excited to introduce this new initiative to support Project; Exit which uses A.I. in a relevant way to foster positive social interactions. We believe that content can go beyond the screen and it can have an uplifting effect on people’s lives. By leveraging the crossroads of content, celebrity and technology, we hope to inspire young audiences and support the community at large.”

Meanwhile, Gavin Teoh, managing director at Talon Creative, commented, “Project; Exit addresses some tough issues that many Malaysians are facing and we saw an opportunity to go beyond just telling stories and actually reach out to the audience to show that they were not alone.”

In today’s digital age, where streaming platforms and television networks compete fiercely for audience attention, innovative marketing strategies are essential to make a show stand out. One approach that has gained significant traction is the use of outdoor activations—immersive, real-world experiences designed to engage fans and spark conversation. 

From pop-up installations and interactive billboards to themed events and live performances, these activations bring beloved TV series to life, allowing viewers to step into their favourite worlds. By creating memorable, on-the-ground experiences, outdoor activations not only amplify buzz around a show but also forge deeper emotional connections with audiences. 

Ahead of the release of the second season of House of the Dragon from HBO back in August this year, Malaysian entertainment company Astro teamed up with Talon Creative–as well as Mindshare and Durian Events–to launch an outdoor activation in collaboration with MRT Corp to bring the world of Westeros to life in an immersive activation takeover of the Pasar Seni MRT station.

Outdoor activation by Astro and Talon Creative for HBO’s “House of the Dragon” Season 2 at Pasar Seni MRT Station

During the campaign, fans who visited the Pasar Seni MRT station experienced a complete takeover with banners featuring the houses and character images throughout. Structures were also built to immerse fans in the world, with sculptures of dragon’s eggs and the sigil from House of the Dragon placed prominently in the main concourse. 

Moreover, fans were also able to see Westeros come to life on digital screens and interactive augmented reality and AI experiences to see what they would look like if they were in Westeros. The event also featured cosplayers dressed as House of the Dragon characters and even live performances of the show’s iconic music.

In this Top Story feature, we spoke with Benedict Tan, creative director of Talon Creative to discuss the activation’s creative direction, why this campaign relied heavily on storytelling rivalry, as well as stressing the importance of strong partnerships especially for campaigns like this.

A campaign rooted in storytelling rivalry

As House of the Dragon happens before the events of the popular Game of Thrones series, it also relied heavily on the rivalry between the various houses at Westeros. However, it’s worth noting that the challenge to get people to watch the series was due to the fallout of the last Game of Thrones season, as well as mixed reviews on the first season of House of the Dragon.

“As ‘House of the Dragon’ Season 2 fast approached, we were thinking about what the barriers in getting people to watch would be. Didn’t it already have a following? Wasn’t there enough excitement surrounding its return? And then it hit us. Season 8 of ‘Game of Thrones’ received a fair bit of backlash and Season 1 of ‘House of the Dragon;’ didn’t do anything to improve the perception of the Game of Thrones/House of the Dragon universe. The problem was people were starting to lose faith in the franchise,” Tan noted.

Traingoers, as well as as KOLs dressing up as the series’ characters, during the campaign execution

For them at Talon Creative, Tan stated that they decided that the campaign needed to remind people of the lore and wonder of dragons and mad kings. Moreover, they gave people an opportunity to not just immerse themselves virtually, but physically; with tangibility.

Before they were able to launch the activation, he stated that the team had to address several questions.

“As we looked back at the fandom during the Game of Thrones era, we also realised that rivalries drive conversations. Were you team Stark or Lannister? Does Jon Snow REALLY know nothing? Is Khaleesi the one true queen of the Iron Throne?,” he said.

With these questions in mind–and in true Game of Thrones/House of the Dragon fashion, the campaign continued to fuel rivalry between the fans of different houses by adding to the theme of ‘HOTD S2: All Must Choose.’ This then rallied the consumers to pledge their allegiance, whether they are #TeamBlack versus #TeamGreen, alluding to the two factions created from the fraction of House Targaryen.

Outdoor activations still matter for entertainment brands

Despite how many of us are more focused on our digital lifestyles–which includes watching our favourite series or movies online–having campaigns that take you right into the real-world is much more fulfilling, Tan notes.

“Outdoor activations become a platform to solidify or strengthen the bond and affinity of the consumer towards a brand/product/service. You can always tell them what’s good. But it’s always better to demonstrate what’s great. Outdoor activation lets consumers experience it for themselves. Plus, entertainment should be media agnostic,” he said.

In the case of this campaign for Astro’s streaming of ‘House of the Dragon’, Talon Creative worked with MRT (media owner) and Mindshare (media agency) as they helped to amplify the idea into an interactive one at Pasar Seni MRT station.

“[This] allowed consumers to take a piece of memorabilia back with them. Declare your house allegiance at the specially designed House of the Dragon booth, where you can get your picture taken with an interactive iPad that transforms you into a House of the Dragon character and take it home as a memento,” he explained.

Part of the campaign execution as well is the ‘takeover’ of several buildings donning the banners of rivalry between the two factions of the series

Tan also highlighted the importance of key opinion leaders (KOLs) during the activation execution, which included cosplayers who dressed as their favourite character from the series.

“Through our partnership with Mindshare and MRT, we were able to secure a Legion of KOLs to be a part the HOTD universe, rallying their own fan-base to pledge their allegiance to #TeamBlack or #TeamGreen. This ultimately saw fans coming together at the Concourse Area MRT Pasar Seni, for a finale showdown; because All Must Choose!,” he remarked.

For another part of the campaign, the so-called ‘The Finale Showdown’ on August 3 was further amplified via radio announcers – Anne & Zher from Hitz FM, and RD & Q from Mix FM.

Lastly, they had also initiated a series of surrealism contents, which ‘erected’ various flags of #TeamBlack and #TeamGreen, amongst them being in KLCC, and TRX, announcing the arrival of House of the Dragon Season 2.

Impact and advice on the campaign

Launching an outdoor activation at a busy train station like the Pasar Seni MRT had a significant impact, and capitalised on the high foot traffic of around 400,000 people. With the station seeing an average of 800,000 monthly tap-ins from MRT users, the activation reached approximately 50% of this audience, engaging 400,000 participants. 

The activation also featured interactive elements such as photo prints and pledges, which saw 1,467 engagements, while reward redemption drew 555 participants. This demonstrates the effectiveness of leveraging high-traffic locations like train stations to drive awareness and engagement, offering a highly visible platform to connect with a wide audience in real time.

When asked what advice he can give for brands doing outdoor activations, he highlighted the importance of strong industry partnerships.

“Partnerships matter. You can always think of a great idea. But that great idea will die a slow death if you don’t have the right partners to advise and help see it come to fruition. Reach out, speak to people, understand the feasibility early on. And once the right partners are in place, it’ll be easier to execute,” he concluded.

***

By taking the fantasy world of Westeros into real-life locations, the activation done by Talon Creative bridged the gap between viewers and the show’s universe, creating memorable, immersive experiences that go beyond the screen. In a crowded entertainment landscape, such activations not only elevate the show’s profile but also create lasting impressions that resonate long after the campaign ends, solidifying viewer loyalty and driving sustained interest.

Kuala Lumpur, Malaysia – Astro has tapped Talon Creative to give the visually impaired a chance to experience the recently-concluded ‘Dari Mata Turun ke Hati’ drama series using an enhanced streaming experience for them.

Astro and Talon saw an opportunity to reach out to the visually impaired community and provide them with an enhanced streaming experience with the groundbreaking first locally produced Audio Description track for a Malay drama. This track provided verbal descriptors of the show, interwoven with the dialogue, allowing visually impaired viewers to experience the narrative of the show and fully immerse themselves in the content. 

For context, the drama series–a story adapted from Japan and brought closer to local culture–tells a story of Iris Sofea, a visually impaired young woman and Jai, a gangster, portrayed respectively by up and coming Malaysian stars in Arabella Ellen and Mierul Aiman. 

‘Dari Mata Turun Ke Hati’ is the first drama in Malaysia to introduce the Audio Description feature. 

As part of the initiative as well, it also translated into the creation of social media posts that mimicked the visually impaired Iris Sofea’s experience, giving the audience a glimpse into her world, bringing the visually impaired community and general public closer together.

Malaysia is home to some of the best local content, featuring high production quality and impeccable storytelling. Unfortunately, not all Malaysians are able to enjoy these home-grown stories, with over 400,000 Malaysians experiencing visual impairment, with 10-15% experiencing total sight loss.

Tai Kam Leong, chief sales and marketing officer at Astro, said, “As Malaysia’s leading media company, we believe that everyone deserves an opportunity to enjoy the magic of storytelling. Leaning into our technological expertise, we wanted to make our content more inclusive and accessible to all viewers, especially those with visual impairments. That’s why we’re excited to produce 480 minutes of the Audio Description track for Dari Mata Turun Ke Hati to enhance the viewing experience for our audience, thus contributing to a more equitable and inclusive entertainment industry.”

Meanwhile, Erman Basiron, creative director at Talon Creative noted “Working on this campaign for this show gave us insight into a point of view we never considered. How do the visually impaired experience life? How do they consume content and media? It wasn’t just about highlighting their plight; it was a real opportunity to give society a look into a completely different paradigm of life.”

Astro has continued to signal its intent of championing inclusivity. Past efforts have seen Astro collaborate with the Malaysian Association for the Blind during the month of Merdeka. The initiative brought Miss Nurin Amalin binti Ishak, a para-athlete who has been blind since she was 10 years old to feel the braille of the Malaysian flag. This enabled her to experience the flow of the flag, its story, colours, and elements. More importantly, it gave hope to the blind that they too can experience the full spirit of what a Merdeka celebration is.

Kuala Lumpur, Malaysia – With the arrival of HBO’s House of the Dragon’s epic second season, Astro in collaboration with HBO brings the world of Westeros to life in an immersive activation takeover of the Pasar Seni MRT station. The collaboration is supported by Talon Creative, MRT Corp, Mindshare and Durian Events.

Fans visiting the Pasar Seni MRT station will experience a complete takeover with banners featuring the houses and character images throughout. Structures were built to immerse fans in the world, with sculptures of dragon’s eggs and the sigil from House of the Dragon placed prominently in the main concourse. 

For an extra added bit of fun, fans can see the world come to life on digital screens and interactive augmented reality and AI experiences to see what they would look like if they were in Westeros. 

The takeover was launched in an event featuring cosplayers dressed as House of the Dragon characters and even live performances of the show’s iconic music.

Tai Kam Leong, chief sales and marketing officer at Astro, said, “As Malaysia’s leading content & consumer media company, we always strive to bring not just the best of entertainment for all Malaysians but truly deliver unique experiences for Malaysians as well. The world of Westeros is an iconic place and we saw an opportunity to take that experience on screen and turn it into something delightful and unexpected for fans.”

Meanwhile, Benedict Tan, creative director of Talon Creative, commented, “We were fans of the show and the team was really excited to pull that world from the screen and bring it to the fans in real life. And at Talon, we try to see things through a lens of entertainment, and in this instance it was all about creating something special for visitors and fans, integrating the power of AI and augmented reality to bring them into the world.” 

Lastly, Wong Sook Fun, business director at Mindshare, said, “We saw an opportunity to explore a non-traditional media space and to create that bridge between Astro, House of the Dragon and MRT Corp, creating an experience that is unique and memorable for the fans.” 

Kuala Lumpur, Malaysia – The Communications and Multimedia Content Forum of Malaysia (Content Forum) has rolled out its inaugural supplementary guideline, ‘The OCC Guidelines’ on updated best practices for online curated content service providers.

Developed through extensive collaboration among local and international industry leaders, the pioneer initiative is set to function as a self-regulation tool for online curated content (OCC) platforms.

The guidelines aim to emphasise and underscore Content Forum’s dedication to nurturing a dynamic creative content environment while ensuring compliance with Malaysian laws and regulations.

Content Forum’s ‘The OCC Guidelines’ will encompass national and public interest, racial and religious sensitivities, as well as improved accessibility standards for persons with disabilities.

Other than this, the guidelines will also cover key points such as content classifications allowing for informed viewing choices, safety features and advisory, consideration of underage viewers on content promotional materials, news contents that cover diverse perspectives and presentations, more accessible consumer feedback mechanisms, and open dialogues with relevant stakeholders.

The formation of the OCC Guidelines highlights how self-regulation can serve to elevate the industry further.

Mediha Mahmood, chief executive officer of the Content Forum, explained, “This guideline is designed as a supportive tool for both local and international service providers, enabling them to self-assess their programming quality and streamline compliance with Malaysian content standards. In line with our dedication to promoting self-regulation, we expect that these recommendations and best practices will further our ongoing mission to foster a creative, forward-thinking, and inclusive content industry.”

Also commenting on the guidelines, Euan Smith, group chief executive officer at ASTRO, said, “The dedication of the Content Forum and the Working Group underscores the power of industry cooperation in crafting meaningful guidelines.”

Echoing this sentiment, Zuraidah Mohd Yatim, general manager of regulatory affairs and intellectual property at Media Prima, shared, “The success of this collaborative policy-making process reflects the strength of industry unity in shaping responsible content practices.”

Also part of the collaborative effort, Clare Bloomfield, chief policy officer at the Asia Video Industry Association, commented, “AVIA has been a strong proponent of self-governance for online-curated content. We are honoured to have been a part of Content Forum’s collaborative effort to deliver this OCC approach for Malaysia.”

Meanwhile, Ruben Hattari, director of public policy for Southeast Asia at Netflix, also shared, “The collective effort behind this monumental task is a true reflection of Malaysia’s progressive mindset and is worthy to be emulated by other policymakers in the region.”

Kuala Lumpur, Malaysia – Astro has announced that it is now ceasing the operations of its home shopping business Go Shop, following a strategic business review alongside Korean joint venture partner GSR. The exit officially takes effect on October 11.

According to both companies, both have agreed to cease operations of said business for significant cost-saving measures.

They also cited that there has been a significant downturn in this mode of shopping since the pandemic, and that the business closure will ensure that Astro’s resources are focused on business lines that contribute the biggest difference to the overall operations.

“Go Shop wishes to take this opportunity to thank all its customers and partners for their strong support over the past years. The Company also wishes to express their gratitude to the Go Shop team for their passion and dedication to the brand over many years,” the online statement said.

Go Shop, which was operated under Astro GS Shop Sdn Bhd, was a a joint venture established between Astro Retail Ventures Sdn Bhd, a wholly owned subsidiary of AMH, holding 60% equity interest and GSR holding the balance of 40%.

Moreover, it is not considered a material subsidiary of AMH and is not expected to have material effect on the group’s consolidated earnings per share, net assets per share or gearing for FY24.

Jakarta, Indonesia — Astro, a platform that enables 15-minute grocery delivery to customers, has raised US$60m in a Series B to continue its mission to make people’s life easier by developing a modern, on-demand platform. The new round was led by Accel, Citius and Tiger Global bringing the total investment to more than US$90m since Astro started in Sep 2021. Existing investors also participated namely AC Ventures, Sequoia Capital India, and Lightspeed, among others.

The funds raised will be used to reach more customers and enrich product capabilities to provide an even better customer experience, as well as to expand the team size in 2022.

Today, Astro’s 15-minutes delivery service is operating in nearly 50 locations across Jakarta Broader Metro Area. Since the last round of Series A, the company revenue has grown more than 10 times as well as achieving much higher efficiency to deliver to customers. The team has also grown significantly with more than 200 people, whom they refer to internally as ‘Astronauts’ while enabling work from anywhere setup to accommodate flexibility during this pandemic environment.

Factors like positive consumer reception and organic growth of cohorts result in a high-growth momentum for the company.

Vincent Tjandra, co-founder and CEO of Astro, said, “Our mission at Astro is to make people’s lives simpler and easier. Our Astronauts have continuously served customers when they need us the most, especially during the last Omicron COVID-19 spike where Indonesia experienced an unprecedented number of cases.”

Tjandra adds, “We are excited to partner with Accel, Citius and Tiger Global to accelerate our meaningful mission. We will continuously focus on building a great company with great talents across Indonesia and delivering a great customer experience.”

For Astro, this is just the beginning as groceries in Indonesia is one of the biggest retail sectors, however digital penetration in the sector is one of the lowest at 0.4% compared to the 10% penetration of e-commerce. With the pandemic driving digital adoption, the opportunity is large with e-grocery in Indonesia and is poised to become a US$6b opportunity by 2025. This represents a billion dollar opportunity being unlocked every single year.