Tag: Indonesia

Jakarta, Indonesia – Coffe chain startup Flash Coffee is doubling down its expansion to the Indonesian market despite the startup’s recent exits in the region, including in Singapore. It has also welcomed Jakob Angele, the former CEO at foodpanda, to the role of executive chairman and will operationally support the growth of Flash Coffee by leveraging his extensive expertise in F&B and the online food delivery industry.

According to Flash Coffee, it has increased its revenue per store by over 50% since early 2024 and reached operational profitability thanks to its new menu. As of this writing, Flash Coffee operates 67 stores in Indonesia and is progressing with further expansion across the market.

David Brunier, founder and CEO of Flash Coffee, said, “We have been excited about Indonesia and its potential since we opened our very first Flash Coffee store in Jakarta in January 2020. Thanks to the support of our loyal customer base and our strategic refocus on Indonesia as the group’s most mature market, we are now expanding our footprint in the country, with plans to add many new stores to our portfolio within the next 12 months. We’re just getting started.”

Each new store is designed to offer a unique coffee experience, featuring Flash Coffee’s signature drinks like Seasalt Palm Sugar Latte or Whipped Strawberry Matcha, user-friendly digital ordering on its proprietary app, and its new larger store concept with welcoming sit-and-stay design encouraging customers to stay and socialise.

Meanwhile, Angele–who also serves as a venture partner at White Star Capital–commented on his appointment, “We’re extremely pleased to see the recent changes and our hyper-focus on Indonesia to translate into tangible business success. I am very excited about what the future will hold for Flash Coffee. Indonesia is one of the most exciting and vibrant coffee markets worldwide. Flash Coffee is uniquely positioned to serve its growing demand for high-quality coffee.”

Indonesia – Lifebuoy, Unilever’s iconic hygiene soap brand, has enlisted the expertise of creative agencies MullenLowe Singapore, MullenLowe Lintas India, and MullenLowe Lintas Indonesia for its 90th anniversary campaign, which honours Indonesia’s rich history and celebrates everyday heroes.

Coinciding with Indonesia’s 79th Independence Day celebrations, Lifebuoy’s campaign presents a heartfelt film that pays tribute to the nation by featuring real-life national and everyday heroes, including Indonesia’s first Olympic Gold medallist Susy Susanti, the country’s first world boxing champion Ellyas Pical, ‘Disability Womenpreneur’ Nicky Clara, and sculptor Fransisca Ardiyusanti.

The campaign is part of Lifebuoy’s celebration of 90 years of protecting the dreams of generations of Indonesians. By shining a spotlight on the country’s national icons, the campaign aims to inspire Indonesians with the stories of fellow citizens who have pursued their dreams. 

The campaign film weaves in the powerful message that no dream is realised in a day but must be nurtured and protected daily—starting with maintaining a healthy body and safeguarding ourselves from illness.

Khim Yin Poh, global vice president at Lifebuoy, said, “Lifebuoy has been serving generations of Indonesians by helping them stay protected from illness since 1934. Our 90th anniversary milestone was the perfect occasion to not only reaffirm Lifebuoy’s commitment to protecting people’s good health and dreams in Indonesia for now and for the next 90 years, but also to express our gratitude to thank Indonesians for the privilege of being a part of their lives for many years. 

“We wanted to feature renowned individuals who have achieved greatness, who are also real people with real aspirations and families behind them. Some of the featured celebrities also turned out to be long-term Lifebuoy users, bringing in a sense of their own family’s history with the brand, which enriched the campaign further,” Poh added. 

As part of the campaign, Lifebuoy hosted a press conference featuring Susy Susanti and Nickly Clara, both of whom are highlighted in the film, as speakers. The campaign received further amplification through mainstream media coverage and social media content shared by influencers and celebrities. Additionally, 30-second versions of the video were created and distributed across various digital and e-commerce platforms, including TikTok.

Vinay Vinayak, global business director of MullenLowe Singapore, said, “Lifebuoy is a pioneer for the prevention of illness through a germ protection soap. In its 90th year in Indonesia, we thought it would be fitting to create a heartfelt reminder for people with the message that dreams are not realised in a day, but in fact they need to be nurtured and protected every day, just like good health. Preventing the outbreak of infectious diseases is becoming more important than ever, but we know that dry statistics are usually not very compelling in helping people proactively adopt good hygiene habits, so we wanted to find an emotional way to get Lifebuoy’s message of hygiene across. Early reactions to the campaign have been positive, and we believe this trajectory will continue over the coming months.”

Singapore – With anime–the popular form of Japanese animation–seeing greater revenue by licensing anime titles to overseas audiences, the popular anime-centric streaming service Crunchyroll is seen ramping up its presence in Southeast Asia, most notably in Indonesia where they recently launched their local campaign to bring localised versions of popular anime titles.

It is worth noting that while Crunchyroll has been present in Asia, most markets have limited availability on its portfolio and audiences shifting to other services, including those that offer free viewing on YouTube. The question is: how will Crunchyroll tap in this market where there is active competition between platforms and licensors?

For that, we recently spoke exclusively with Akshat Sahu, senior director of marketing for APAC at Crunchyroll to learn more about Crunchyroll’s plans in Southeast Asia, and learning more about why anime is more than just the streaming experience.

Competing and expanding Crunchyroll in SEA

When asked why Crunchyroll is ramping up its expansion in Southeast Asia in recent months, Sahu said that Southeast Asia has a large and passionate anime fanbase, and at Crunchyroll, they have seen a growing demand for access to high-quality content. 

“We’re ramping up our expansion to meet this demand by bringing fans closer to the anime they love. Our aim is to create a localised experience that caters to the unique cultural and consumption preferences of each market. By expanding further into Southeast Asia, we aim to provide fans with seamless access to an extensive collection of anime and introduce them to new and exciting titles at the same time as they stream in Japan,” he said.

A report from Culture Group in 2023 notes how over-the-top (OTT) streaming platforms in Southeast Asia have given the rise to anime consumption in the region. This is in addition to anime being an important part of the region’s cultural tapestry and has been a part of many consumers’ upbringing. 

It is also worth noting that with Crunchyroll entering finally into the region with expanded offerings, it will go against streaming competitors and other licensing companies that offer free and legal anime streaming like Muse Communications and Medialink. When asked about what makes them stand out from these players, Suha notes how anime is more than just the streaming experience.

“At Crunchyroll, we offer more than just anime streaming—we provide a holistic experience for anime fans. With our vast catalogue featuring exclusive titles and simulcasts from Japan, we help fans access the latest episodes as they air. We are also focused on expanding localized anime content and bringing theatrical releases to the region, such as the ‘Demon Slayer Infinity Castle’ trilogy. Additionally, we are curating anime experiences at upcoming regional events, allowing us to connect more deeply with our audience. Our goal is to deliver an immersive experience that goes beyond viewing, fostering a sense of belonging for anime fans in Southeast Asia,” he explained.

In 2023, Crunchyroll made its way as a sponsor and promotional partner for Anime Festival Asia 2023, which was held in Singapore and is one of the region’s largest festivals dedicated to anime. Moreover, Sony Pictures Entertainment chairman and CEO Tony Vinciquerra has also hinted earlier this year of launching Crunchyroll to Amazon channels dedicated to consumers in Southeast Asia.

What to look forward for Crunchyroll in SEA

When asked about the anime appetite amongst SEA audience, Sahu said, “In Southeast Asia, we’ve noticed a strong appetite for simulcast content—fans want to watch anime at the same time as their peers in Japan. This immediacy, combined with the desire for diverse genres, is fueling watchtime growth in the region. Additionally, there is a steady rise in mobile viewership, reflecting the digital-first habits of audiences in SEA.”

In response to said continued growth, Crunchyroll’s SEA expansion will begin in Indonesia, with Sahu stating the market’s big anime fanbase as its touchpad to launch the platform in the country.

“Indonesia is an important market in the SEA region due to its large and passionate anime fanbase. Indonesian anime fans have demonstrated high engagement with anime content, and we believe there’s significant potential for growth. We are delivering localized content, customised pricing and features tailored to the preferences of Indonesian fans. Recently, we also partnered with Telkomsel to offer special bundled packages for anime fans,” he said.

Sahu refers to a recent partnership they have with Indonesian telco Telkomsel for its first specialised anime destination package in Indonesia, namely the ‘Telkomsel and Crunchyroll Bundling Package.’ 

In terms of what can Southeast Asian audiences expect from the platform in the coming months, he said, “In the SEA region, we are committed to bringing engaging and immersive anime experiences to fans and will focus on campaigns that excite our audiences while also highlighting the breadth of our anime library. Our goal is to make Crunchyroll synonymous with anime in Southeast Asia through dynamic and culturally relevant initiatives. As part of our ongoing campaign, ‘Ayo Crunchyroll,’ we will soon launch Out-of-Home (OOH) displays featuring popular anime titles at locations like Jakarta’s iconic Bundaran HI and Blok M MRT stations.”

The platform’s expansion into SEA follows its recent brand revamp centred around how its new look, feel, and sound will reflect the joy that anime brings to fans, tapping into an ethos of fun and celebration.

As anime becomes a cultural phenomenon across the region, the expansion of Crunchyroll into Southeast Asia marks a significant development in the media landscape. By entering this growing market, Crunchyroll not only meets the rising demand for legal and accessible anime content but also positions itself as a key player in the regional entertainment industry.

Ultimately, Crunchyroll’s presence in Southeast Asia is a strategic move that underscores the region’s importance in the global anime market and highlights the potential for further growth and engagement.

Indonesia – As Indonesia continues to emerge as a key player in Southeast Asia’s economy, marketers must constantly innovate and adapt their strategies to stay relevant, build brand loyalty, and drive growth in this dynamic market. With a diverse and tech-savvy consumer base, the need for innovation isn’t just a necessity but a driving force behind the latest trends in the marketing landscape.

To equip marketers with the essential knowledge and tools to elevate their strategies, MARKETECH APAC is bringing its What’s NEXT in Marketing series to Indonesia. The What’s NEXT in Marketing: Indonesia 2024 conference, scheduled for 7 November 2024 at Pullman Jakarta Indonesia, will bring together industry experts to share experiences, insights, and foresights that will shape the future of marketing in Indonesia.

Building on the remarkable success of its predecessors, What’s NEXT in Marketing: Indonesia 2024 is designed to empower brands and marketers with critical insights, strategies, and tools to navigate the ever-evolving industry landscape. With a lineup that includes keynote presentations, panel discussions, fireside chats, and networking sessions, the event aims to inspire marketers to transform their campaigns, enhance audience engagement, and drive success in the Indonesian market.

Some of the top industry leaders headlining the discussions include:

  • Kelvin Hong, Director of Brand Marketing at A&W Restaurants Inc
  • Gita Rostika, Group Head of Marketing at Bank bjb
  • Mediko Azwar, Chief Marketing Officer at Blue Bird Group
  • Ilham Pratama, Head of Marketing at Chery Motor
  • Irfansyah Kurnia Putra, Country Head of Marketing at IKEA
  • Rajesh Grover, Group VP – Digital and Omnichannel at Kanmo Group
  • Yosua Tanuwiria, VP of Marketing at Pluang
  • Asnawi Jufrie, VP & GM of Southeast Asia at SleekFlow

To learn how to be part of this conference, click HERE for further details.

For sponsorship opportunities, please contact Joven Barceñas at [email protected].

For speaking opportunities, contact Jemo Espartinez at [email protected]; and for registrations, reach out to Hans Policarpio at [email protected].

In an increasingly competitive market landscape, the importance of effective customer engagement strategies cannot be overstated, particularly in the current year. Businesses are recognising that personalisation and a cohesive customer experience are critical components in building and maintaining customer loyalty. Personalised interactions not only foster deeper connections with customers but also enhance satisfaction by catering to individual preferences and needs. 

As customer expectations continue to evolve, adopting these strategies is imperative for businesses aiming to stay ahead and create lasting, meaningful relationships with their clientele.

To continue fostering discussions on the importance of customer engagement strategies amongst businesses, MARKETECH APAC in partnership with Braze, invited top leaders from Indonesia for a roundtable event titled The Future of Customer Engagement: Trends and Strategies to Stay Ahead of the Game, to share their insights on customer engagement strategies, and how they’re implementing various forms of it across their marketing strategies.

This roundtable–a first for MARKETECH APAC in Indonesia–saw a dynamic and optimistic discussion on how the country’s marketers may move forward as an industry that incorporates AI-powered customer engagement tools into its DNA.

Marketing leaders who attended the event include:

  • Gerald Tjan, Director of APAC Scale & SMB/Startups, Braze
  • Kelvin Hong, director of brand marketing at A&W Indonesia
  • Staventram Inri, performance marketing section head at Astra Financial
  • Janty Sumirkan, sales & marketing director at Asuransi Simas Jiwa
  • Gita Rostika, group head marketing at bank bjb
  • Bayu Ramadhan, chief commercial officer at Bobobox
  • Dian Paskalis, country director of growth & regional VP online marketing at Cove Indonesia
  • Wilson Yanaprasetya, co-founder at Dagangan
  • Mochamad Gilang Syarief, conversion rate optimization at Erajaya Swasembada
  • Adrian Hoon, co-founder, COO/CMO at Getplus
  • Bertha Hapsari, VP marketing at Home Center Indonesia
  • Graceila Putri, co-founder at Juragan Material
  • Dita Gautama, head of marketing at MODENA
  • Maulana Christanto, chief of experience & analytics e-commerce at Ruparupa.com

How modern technologies shape omnichannel engagement landscape

For Dian Paskalis, country director of growth & regional VP for online marketing at Cove Indonesia, such technologies allow businesses to gather and analyse vast amounts of data from various channels, get deeper insights into customer behaviour and preferences, and anticipate customer needs across channels. To adapt to these changes, Dian advises businesses to remain agile and adapt fast to survive the change.

“Businesses can start investing in a robust data infrastructure that unifies information and customer data from all channels, providing a 360-degree customer view. This then allows the implementation of personalisation engines that can help them tailor content and offers to customers, enhancing their engagement and loyalty,” she stated.

Meanwhile, Graceila Putri, co-founder at Juragan Material notes three important contributions of these types of technologies in improving customer engagement: real-time capabilities for interaction and data transfer, advanced data analytics, and automation. When asked about her advice on how to adapt to these, she says to fully embrace it–all for the sake of improving customer engagement.

“Utilise technology to leverage data for decision-making, avoiding risks of decisions made without solid data insights. [Moreover], develop omnichannel strategies that prioritise accessibility and usability, ensuring solutions that enhance customer satisfaction,” she said.

“Modern technologies is changing the omnichannel engagement landscape. By leveraging these capabilities, businesses can and should create personalized experiences that resonate with customers, fostering deeper relationships and driving loyalty in an increasingly interconnected world.” Gerald Tjan, Director of APAC Scale & SMB/Startups, Braze added to conclude this discussion.

Ensuring seamless integration across diverse customer touchpoints

Wilson Yanaprasetya, co-founder at Dagangan explained that as customers prefer to switch between channels without disruption, businesses must maintain a consistent brand identity across all customer touchpoints. Such type of consistency makes it easier for customers to recognize the business and fosters trust, reassuring them that they are engaging with the same reliable entity.

For Wilson, there are three essential focuses that businesses should follow: mapping out the customer journey, leveraging advanced analytics and AI technologies, and elevating the post-sale process. Using his company as an example, he notes that these types of focus points are important, especially when your consumer base are based in rural areas and are not technologically literate.

“We focus on simplicity in our app to provide an easier experience. We leverage push notifications, chat commerce, and community-based social commerce to enhance engagement. Additionally, we offer support through our local field teams, who are ready to provide clear information regarding transactions in our app,” he explained.

Meanwhile, Kelvin Hong, director of brand marketing at A&W Restaurants Indonesia commented that businesses should have a clear omnichannel strategy that merges not only the sales channel touchpoints but also the communications channel, with a clear and consistent messaging.

“The key here is touchpoints that matter; and that builds the base for an omnichannel strategy to have a clear starting point. If we have additional insights, we can look into enhancing the customer or user experience across different channels, e.g. website, navigation, apps, social media, online sales etc.to build a better personalised user experience with good insights that can further craft our deliverables better,” he said.

Kelvin also points out that in order to have an effective omnichannel strategy today, brands should identify what channels are important to their customers for the brand concerned, what are the pain points (if any) on these channels (from the brand) and ensuring that the brands are present in these channels that matters to them with consistent messaging albeit some creative flexibilities. 

For Staventram Inri, performance marketing section head at Astra Financial, businesses can ensure seamless integration across various touchpoints to provide customers with a cohesive and personalised experience through a combination of strategic approaches, and that establishing a unified customer profile is crucial.

“By consolidating data from all touchpoints such as website interactions, social media engagements, and in-store purchases into a single Customer Relationship Management (CRM) system, businesses can gain a comprehensive view of each customer. This allows for personalised recommendations and tailored interactions based on individual preferences and behaviours,” he said.

Challenges in AI integration into customer engagement strategies

Adrian Hoon, co-founder & COO / CMO at GetPlus has enumerated various challenges on AI-powered customer engagement strategies–including data readiness, quality and integration (referring to how inconsistent and incomplete data data can significantly hamper the performance of AI tools); how integrating AI with legacy systems and existing customer engagement tools can be complex and resource-intensive; as well as balancing the need for personalised experiences with the efficiency of generalised AI models can be difficult.

He added that solutions included having unified data platforms which will implement integrated data management platforms that consolidate data from various sources, implementing AI in a phased, modular approach to minimise disruptions and ensure smooth integration, developing segmented AI models that cater to different customer groups for more tailored interactions, as well as using real-time data and machine learning to dynamically personalise interactions.

Meanwhile, Dian also highlights other challenges like the lack of AI expertise, ethical concerns, and potential bias in these systems. For her, businesses should foster a culture of innovation and continuous learning, encouraging employees to embrace new technologies and ways of working. Moreover, businesses should also implement ethical AI frameworks and conduct regular audits of their AI systems to ensure fairness and transparency. 

“Businesses often face difficulties in consolidating data from disparate sources and ensuring its accuracy and relevance. Businesses can invest in data governance frameworks that standardise data collection, storage, and processing practices. Implementing AI solutions with built-in data cleaning and normalisation capabilities can also enhance data quality, she said.

Balancing AI-driven automation and human touch

For Dian, striking a balance between AI-driven automation and the human touch involves a strategic approach that leverages the strengths of both. So it is important to first identify touchpoints where human interaction adds significant value, such as in resolving complex issues, providing personalised consultations, or offering empathetic support.

“Businesses can use AI to empower agents by providing agents with real-time data analysis, customer history, and sentiment analysis to better inform their interactions. This allows human agents to deliver more personalised and effective customer service,” she said.

Dian further added, “Clearly communicate to customers when they are interacting with AI versus a human. Transparency fosters trust and this allows customers to enjoy the convenience of AI while giving them the choice to reach a human agent if needed.”

Meanwhile, Wilson highlights that this balance depends on how technologically savvy the brand’s customer profile is and what their journey looks like across the brand’s customer journey diagram. In their case, they combine digital and offline touchpoints, including an online platform that enables customers to browse and purchase products, as well as physical hubs located in rural areas.

“We collaborate with technology players, financial institutions, and government agencies to facilitate access to financial literacy. We also create micro-events that serve as local brand activation initiatives, providing immersive shopping experiences for our customers, enhancing brand visibility and credibility, and collecting valuable market insights,” he said.

Gerald Tjan, Director of APAC Scale & SMB/Startups, Braze added: “There must be a balance between AI-driven automation and the human touch. While we embrace technologies to help make our work easier, we must integrate the human element into the customer experiences we provide in order to build long-lasting relationships 

***

In conclusion, enhancing customer engagement is crucial in today’s competitive market. However, inconsistent and incomplete data can significantly hinder AI-powered customer engagement strategies, leading to suboptimal results. It’s essential for businesses to be transparent with their customers about whether they are interacting with an AI tool or a human representative, as this clarity can build trust and improve the overall customer experience. 

Furthermore, fostering collaboration among teams and leveraging their collective insights is key to refining and optimising existing engagement strategies. By addressing these aspects, businesses can create more personalised, effective, and trustworthy interactions with their customers, ultimately driving loyalty and satisfaction.

Learn more about actionable trends and insights in the customer engagement space by checking out Braze’s “The State of Customer Engagement in APAC” report, which highlights insights from APAC marketing executives and how they can provide actionable solutions to the strategic challenges they present.

Singapore – Global adtech company PubMatic has announced a strategic partnership with Indonesia online marketplace giant Tokopedia to to empower Tokopedia’s sellers to extend the reach of their onsite advertising campaigns, through the ‘Iklan Rekomendasi (Recommendation Ads)’ feature for sellers.

This collaboration allows Tokopedia’s sellers to connect with and engage audiences across the breadth of premium, scaled inventory available via PubMatic’s platform.

Through this partnership, Tokopedia’s sellers can now target and engage their customers beyond Tokopedia’s network, ensuring that the right message reaches the right audience at the right time.

Moreover, by tapping into PubMatic’s vast array of premium publishers across Indonesia, Tokopedia’s sellers can significantly expand their advertising campaign reach, driving greater brand awareness and engagement.

The partnership will also leverage PubMatic’s programmatic expertise, allowing sellers to optimise campaigns in real-time and achieve higher ROI.

Lastly, the collaboration ensures a seamless integration process, allowing sellers advertising on Tokopedia to quickly and efficiently extend their campaign strategies from Tokopedia’s site to the broader open web.

Jason Barnes, chief revenue officer for APAC at PubMatic, said, “We are thrilled to partner with Tokopedia, a leader in the e-commerce space. This partnership underscores our commitment to providing our commerce partners with powerful tools to support their commerce media strategies. By leveraging PubMatic’s extensive premium inventory, advertisers can connect with high-value audiences across the open internet, to maximise campaign reach and derive improved ROI.”

Meanwhile, Alfredo Setiabudi, senior vice president of ads solution at Tokopedia, commented, “Recommendation Ads is an advertising solution offered by Tokopedia to sellers, enabling their products to be showcased on various strategic pages within Tokopedia’s inventory and across its strategic partners, including PubMatic. Through this collaboration, Tokopedia enhances the marketing capabilities of Recommendation Ads, allowing sellers to reach a broader audience beyond Tokopedia, including the users across PubMatic’s platform, as ads can be displayed across PubMatic’s publisher partners’ inventory.”

He added, “Tokopedia also prioritises the principles of security and protection of personal data based on existing regulations. Moving forward, Tokopedia is committed to supporting businesses of all sizes and categories in Indonesia to accelerate their performance on Tokopedia.”

Jakarta, Indonesia – Popular anime streaming platform Crunchyroll is launching a new campaign ‘Ayo Crunchyroll!’ (Let’s Go Crunchyroll!) as it brings more anime to Indonesia by adding more than 100 titles in Bahasa Indonesia for fans to enjoy on its streaming service. It is worth noting that Crunchyroll is amping its presence in the country with a recent partnership with Telkomsel for plan packages.

Starting August 15 until the end of September, Crunchyroll’s new campaign will go live with video ads on social media platforms like YouTube, TikTok, and Meta, and eye-catching Out-of-Home (OOH) displays featuring popular anime titles at locations like Jakarta’s iconic Bundaran HI and Blok M MRT stations. The new collaterals also bear Crunchyroll’s recent brand revamp, which focuses on portraying an ethos of fun and celebration for anime.

Crunchyroll’s anime library consists of nearly 3500 hours of content, of which over 630 hours (over 100 shows) are now available with Bahasa Indonesia subtitles and growing. Some of the popular anime titles available on Crunchyroll in Indonesia include ‘Attack on Titan’, ‘Demon Slayer – Kimetsu No Yaiba’, ‘Dr.Stone’, ‘Frieren’, ‘JUJUTSU KAISEN’, ‘Kaiju No.8’, ‘KONOSUBA -God’s blessing on this wonderful world!’, ‘Naruto Shippuden’, ‘One Piece’, ‘Solo Leveling’, ‘SPYxFAMILY’, ‘The Rising of the Shield Hero’, amongst others.

Additionally, Crunchyroll offers an array of simulcasts for Indonesian anime fans every new season so that they can watch the latest episodes simultaneously as they air in Japan, capturing the thrill and excitement of being among the first to see the latest episodes. Some of the current ongoing simulcast series on Crunchyroll include ‘Alya Sometimes Hides Her Feelings in Russian’, ‘Bye Bye Earth’, ‘Dead Dead Demons Dededede Destruction’, ‘My Hero Academia’, ‘One Piece’, ‘That Time I Got Reincarnated as a Slime’, ‘The Cafe Terrace and Its Goddesses’, ‘Tower of God’, ‘True Beauty’ amongst many.

Akshat Sahu, senior director of marketing of APAC at Crunchyroll, said, “We’re thrilled to bring an immersive anime experience for fans in Indonesia. We believe in the power of anime to connect people, and our expansion in Indonesia reflects the great potential of the anime fandom in the country. We are already seeing high traction on our platform in the region with growing subscribers. We aim to make anime more accessible and enjoyable for everyone in Indonesia by providing localised content and exciting anime experiences.”

Jakarta, Indonesia – Paint company Asian Paints has tapped Moonfolks for an end-to-end integrated campaign for its ‘Infinito System’ product lineup–a comprehensive five-product range designed to fix an array of wall problems, ensuring long-lasting beauty.

Moonfolks developed the name, branding, packaging, shopper and communication materials and managed the media planning and buying. The PR campaign is also led by Moonfolks. 

In addition, the entire ‘content to commerce’ framework will ensure achieving upper and lower funnel metrics for the brand, meeting objectives of leads and conversion. This will ensure that the campaign reaches the right audience through the most effective channels, including social media for which there’s a robust content strategy. 

Regular updates and interactive content will keep the campaign vibrant and engaging on social media. Besides, the campaign involves an influencer strategy, using credible sources to drive authenticity for the value proposition of the ‘Infinito System.’

Through this collaboration, the aim is to ensure that Indonesian homes achieve long-lasting beauty, extending beyond the campaign and enduring for infinity.

The branding ‘Infinito’ itself is derived from the Italian word for infinite, with the logo incorporating the infinity symbol within the letter ‘N,’ emphasising the concept of endless beauty and durability while positioning Infinito as the central solution for maintaining beautiful walls in Indonesia.

Moreover, Moonfolks also created the packaging, digital videos, and visuals for the product lineup. Its 30-second and two 15-second videos aims to bring the brand’s belief to life in a story about the never-ending saga of repaints throughout the years, illustrating the need for a proper solution—hence the ‘Infinito System’.

Abhilasha Kannan, managing director at Asian Paints Indonesia, said, “Asian Paints understands the pain points of the consumer, around which we base all our innovations. The creation of Infinito System is no different from that perspective. The Indonesian homeowner needs to be rescued from painting woes they need to go through every year. And so we created a long-lasting solution to have perfect walls that gives homeowners peace of mind for at least 5 years. Communicating a complex system was a difficult business challenge, and Moonfolks was able to simplify every aspect of the brand for us to be able to communicate the benefits of the Infinito System effectively.”

Meanwhile, Anish Daryani, founder and CEO at Moonfolks, commented, “At Moonfolks, we believe every brand deserves a “Moonshot” – our proprietary approach to brand building. We drive commerce for brands combining brand purpose (brand identity and advertising), brand content (digital), brand experience (shopper and activation), brand reputation (PR and influencer marketing) and brand reach (media solutions and content distribution). Birthing the Infinito System, and co-parenting it with the Asian Paints team has been a deeply transformative experience for both the teams. The coatings category in Indonesia has seen little innovation, which makes it disruptive for Asian Paints, while offering genuine value to consumers.”

Indonesia – Nescafé Indonesia has recently teamed up with Dentsu Indonesia to unveil the ‘Nescafe Sky Show,’ a stunning aerial drone display designed to introduce its newest brand ambassador, renowned South Korean actor Ji Chang-wook.

The Nescafé Sky Show, presented at the Jakarta Fair Kemayoran 2024, invited fans to capture images of Nescafé’s ‘Coffee Ala Cafe’ brand ambassador, Ji Chang-wook, alongside their Nescafé beverages and share them on social media.

Sherif Hani, business executive officer of Coffee Néstle Indonesia, said, “We have always been committed to aligning our coffee brand with modern lifestyles and trends, including the K-wave phenomenon that has resonated strongly with Gen Z. The enthusiastic support from Ji Chang Wook’s fanbase in Indonesia inspired us to appoint him as the Brand Ambassador of Nescafe Indonesia. Together with dentsu, we elevated the launch experience to another level, introducing our Brand Ambassador in a distinctive and historically significant Sky Show at Jakarta Fair Kemayoran.”

Meanwhile, Rommy Pantouw, content director of dentsu X Indonesia, shared, “The Nescafé Sky Show was designed to create a unique, engaging brand experience that resonated with the audience. By blending innovation with a beloved celebrity figure, Nescafé Indonesia is committed to continuously inspiring consumers with a dynamic lifestyle. We have successfully identified a historic moment to implement this idea, marking the first time a brand has presented such a show at the Jakarta Fair Kemayoran. A total of 300 drones were used to create stunning visual configurations for 10 minutes, producing spectacular images in the sky and capturing the attention of thousands of visitors at the Jakarta Fair Kemayoran.”

Jakarta, Indonesia – Popular English football club Liverpool FC has announced the opening of its first standalone retail store in Indonesia, located at the second floor of the Pondok Indah Mall 2 in Jakarta. The opening was marked with a special fan event attended by former Reds star Patrik Berger.

The new concept, which is being rolled out globally, has new elements based on supporter insight and what they wanted to improve in-store, such as stronger signposting of product.

Moreover, The inside of the store mirrors the club’s Liverpool ONE location in Liverpool city centre with the same rebranded look and feel. Interior design elements are inspired by the architectural history of the home city, featuring metal and brick elements.

Launched as part of the new retail partnership, which was announced in May this year, the standalone store working alongside PT Kanmo Weston Retailindo is another milestone for the retail team expanding its international footprint in Asia. This follows news of LFC’s first retail partnership in South Korea with Over the Pitch and official retail partnership with All Star Partners (ASP) in China last year.

Mike Cox, senior vice-president for merchandising at LFC, said, “It’s fantastic to see the new store in Jakarta open so soon after announcing our new partnership in Indonesia with the PT Kanmo Weston Retailindo group. The reception from the local fans has been incredible. 

He added, “Having a retail presence here brings them closer to the club and an important part of our global football family. The new store in Asia continues to support our ambitious plans to grow our international retail presence in key markets across the continent.”

Meanwhile, Manoj Bharwani, managing director and co-founder of Kanmo Group, commented, “After the announcement in May and much anticipation among fans, we are thrilled to open the first official Liverpool FC store in Indonesia, located in Pondok Indah Mall 2. We hope this store, which provides official and authentic merchandise from the football club, will bring the Liverpool FC fan community in Indonesia even closer.”

Lastly, Rajbir Chopra, sales director at Sports Fashion, stated, “Weston Corp has been around for decades and our strength in football is second to none in this region. Our partnership with Kanmo is synergy of two companies that have a rich history of both retail experience and knowledge in the sports industry. This partnership with Liverpool Football Club is an exciting beginning for both Weston Corp and Kanmo, and most importantly the fans in Indonesia.”

The shop will house official LFC merchandise including the recently launched LFC Nike home kit, training and lifestyle range plus hundreds of exclusive LFC label products. Jerseys can be printed in-store with players from the current LFC men’s and women’s teams or bespoke to your own name.