Tag: Indonesia

Indonesia – Advertising agency Moonfolks has released a new whitepaper revealing how economic pressures are reshaping Ramadan consumer habits in Indonesia, spotlighting frugal spending, local brand support, and community values.

The whitepaper examines how Indonesian consumers are navigating financial constraints while maintaining the spirit of Ramadan. The research highlights several key trends, including frugal spending, as people become more cautious about their holiday expenses, and growing disinterest in promotions, with consumers now rethinking the value of discounts.

The report also identifies the rise of “Ramadan LocaInomics,” a surge in pride for locally made products, fuelled by boycotts related to the Middle East conflict. Additionally, the study notes a return to core values, with the spirit of “Gotong Royong” (community togetherness) remaining strong, reinforcing Indonesia’s position as the world’s most generous country.

To navigate the changing consumer behavior this Ramadan, Moonfolks’ whitepaper suggests that brands should focus on affordability, transparency, and cultural relevance in promotions. Embracing digital tools like ‘Buy Now Pay Later’ (BNPL) and fintech apps can boost engagement, while purpose-driven campaigns and storytelling create emotional connections. Leveraging AI for precise targeting and adopting a community-centric approach will also help brands connect with local consumers and navigate Ramadan’s complexities.

Commenting on the release, Anish Daryani, founder, president director, and CEO at Moonfolks, said, “In yet another Ramadan shrouded by economic stress, declining earnings, and increasing costs, the ingenuity and creativity of consumers to overcome these challenges leave us with a feeling of awe. We have used these insights, and more, in developing all our Ramadan campaigns this year. We believe having years on the ground gives our brands an edge in staying ahead of the market challenges, ensuring we continue to deliver audacious commerce for them, even in times that are less favourable.” 

Elki Hendria, chief strategy and digital officer at Moonfolks, added, “There’s clearly nothing coming in the way of Indonesians making the most of their Ramadan. We call this the spirit of “Semangat,” which translates into “keep up the spirit” or even “keep fighting.”. “Pantang Menyerah” is another terms we use to imply “never give up”. We saw this during Covid-19, and we’re seeing this again during an economic squeeze. Brands need to fuel this spirit to win the hearts of consumers and a share of their wallets”. 

Indonesia – Cheetos, the iconic snack brand from Frito-Lay, has returned to the Indonesian market, marking a major milestone following PepsiCo Indonesia’s new $200m (Rp3.27t) manufacturing facility in Cikarang.

Gabrielle Angriani, director of public policy, government affairs & corporate communications at PepsiCo, announced in a LinkedIn post that the company has successfully opened its first factory in Indonesia and commenced Cheetos production at the Cikarang facility as of January 2025.

“We are thrilled to bring smiles back to the Indonesian people. To ensure the highest quality and taste, we are committed to using only the best ingredients,” she added.

Photos from: Gabrielle Angriani (LinkedIn)

In the same post, Angriani also expressed her gratitude to the government of Indonesia for helping PepsiCo in making the new $200m investment happen.

Cheetos Indonesia also announced its comeback on social media with a series of posts on Instagram.

Cheetos’ return to Indonesia marks the end of its four-year hiatus, which began after a licensing agreement ended in 2021.

According to Jakarta Daily, Cheetos, Lay’s, and Doritos were pulled from the market in August 2021 when their former producer, PT Indofood CBP Sukses Makmur Tbk (ICBP), ceased production following the expiration of its licensing deal with Frito-Lay Netherlands Holding B.V.

The termination reportedly stemmed from a commercial dispute. Before it, Indofood produced the snacks through its joint venture with Fritolay, PT Indofood Fritolay Makmur (IFL). In February 2021, ICBP acquired Frito-Lay’s remaining 49% stake in IFL for Rp494 billion, dissolving the partnership. The expired agreement prohibited Fritolay and its affiliates from producing the brands locally.

In 2023, Reuters reported that PepsiCo had begun constructing a snack factory in West Java, marking its return to Indonesia following the 2021 split. The facility, part of PepsiCo’s $200 million investment commitment over 10 years, is slated to begin snack production by 2025.

Philippines – Cadbury teamed up with Ogilvy Philippines, Indonesia, and Singapore for a Valentine’s Day campaign celebrating the beautifully imperfect nature of real love.

Cadbury’s campaign highlights how the most meaningful love stories often defy clichés and expectations. It embraces the complexities of real relationships—from the rollercoaster of emotions and differing tastes to shared vulnerabilities and steadfast support through life’s ups and downs.

The campaign features a film depicting a couple embracing their imperfections and celebrating the unique differences that strengthen their bond.

Alongside the campaign film, Ogilvy, in collaboration with Bulletproof, has introduced a limited-edition split-heart package design for the campaign. The design, which symbolises two halves of a whole, highlights individuality within relationships, representing contrasting preferences such as music genres and travel destinations.

The packaging visually conveys the campaign’s central message: that love finds harmony in difference, illustrating how two distinct individuals can come together to form a meaningful connection.

The limited-edition Cadbury split-heart packaging was released in Indonesia and the Philippines.

Indonesia – More than half of Glance users in Indonesia plan to increase their shopping budgets this Ramadan, with 50% expecting to spend over Rp 3m and 22% anticipating expenditures exceeding Rp 5m, according to a report by consumer technology company Glance.

Glance’s report also found that nearly 58% of Indonesian shoppers prefer to complete their Ramadan shopping four weeks before the holy month begins. Notably, big-ticket items like jewellery did not top their shopping lists, with consumers prioritising more personal and meaningful purchases.

Reflecting the festive spirit, clothing and accessories emerged as the top shopping category across both online (66%) and offline (61%) channels. Confectionery gifting was also a popular choice in both formats. Among online shoppers, home appliances (38%), beauty products (34%), and gadgets (34%) ranked high in preference, while offline shoppers prioritised groceries for home-cooked meals (53%), home décor (44%), and DIY hobbies (41%).

Glance, known for its smart lock screens, reported that during the 2024 Ramadan period, content related to ‘Mudik’ saw significant engagement, with 917.5 million glances (views) and 27 million taps.

Ramadan recipes also attracted strong interest as families prepared for Suhoor and Iftar, generating 380 million glances and 7 million taps. Stories about Eid traditions received 185.6 million glances and 4.3 million taps, highlighting widespread interest in cultural heritage.

Additionally, gaming recorded 37.9 million plays, while users spent 298 million hours watching video content. Fashion and health-related topics also drew notable engagement.

According to the report, user activity on the Glance smart lock screen platform peaked during the daytime hours leading up to Iftar, as many users spent more time on their mobile devices before breaking their fast. This period saw a notable increase in engagement with gaming—accounting for nearly 65% of users—along with a surge in time spent on OTT platforms, streaming services, and religious apps.

Bikash Chowdhury, chief marketing officer at InMobi and Glance, also stated, “Indonesian consumers are at the forefront of the digital revolution and among the most active mobile internet users in the Asia–Pacific region. They have made ‘glancing’ a massive phenomenon in the country, engaging with content across entertainment, gaming, and trends, while brand marketers tap into this behaviour to connect meaningfully with their audiences. We are excited to see Glance’s growth story continue to unfold in Indonesia in the coming years.”

“Glance has profoundly impacted how Indonesian consumers engage with content during Ramadan, where the platform saw a 30% increase in time spent and a 23% rise in engagement rates. This transformative shift presents marketers with an extraordinary opportunity to connect with an active audience building brand salience through tailored communication during this important period,” said Vasuta Agarwal, chief business officer of consumer and performance advertising at InMobi.

Singapore – In a significant reshuffling of its leadership team, Manulife Asia has announced key strategic changes across its operations in emerging markets, Indonesia, Japan, Singapore, and its finance division.

As part of the leadership changes, Manulife Asia has appointed Dr. Kah Siang Khoo, currently the CEO of Singapore, as the new CEO of Emerging Markets. In this expanded role, he will oversee operations in Cambodia, Indonesia, Malaysia, Myanmar, and the Philippines.

Dr Khoo, who joined Manulife in 2018, has played a key role in driving growth and enhancing the company’s position in the region. He has also contributed to digital initiatives and new distribution strategies while overseeing a successful bancassurance partnership with DBS. Prior to his new role, Dr. Khoo served as the president of the Life Insurance Association of Singapore.

During the transition, Dr. Khoo will remain CEO of Singapore until he officially hands over the role to Benoit Meslet on June 1. Meslet, who is currently CEO of Japan, will assume the position pending regulatory approval.

Benoit has been with Manulife since 2020, driving four years of core earnings growth, doubling new business value since 2022, and leading a fast-paced digital transformation that boosted customer satisfaction and employee engagement. With over 20 years of leadership experience in Asia’s life insurance sector, he is well-equipped for his new role.

Following this change, Ryan Charland, currently CEO of Indonesia, will succeed Meslet as CEO of Japan, effective May 1, 2025. He will join Meslet in Japan in April to facilitate a smooth transition.

Since taking the helm in 2019, Charland has led Manulife Indonesia to expand its market share and achieve a strong Net Promoter Score. He also launched a new Syariah-compliant company to serve Indonesia’s underpenetrated Muslim population. His extensive experience in product development, distribution, operations, finance, and risk management is expected to support ongoing growth in Manulife Japan.

Meanwhile, Lauren Sulistiawati will succeed Charland as CEO of Indonesia, starting February 24, 2025, pending regulatory approval. She will collaborate closely with Charland to ensure a smooth transition and will report to Dr Khoo.

Sulistiawati joins from Commonwealth Bank, where she led the transition to OCBC while maintaining customer satisfaction. She has held leadership roles in Indonesian and multinational banks, with a focus on transformation, Syariah business, and regional insurance partnerships.

Last on the roster of leadership changes, Adrienne O’Neill, currently global controller and group chief accounting officer, has been appointed Asia chief financial officer, reporting to Colin Simpson, global CFO, and Phil Witherington, president and CEO of Manulife Asia.

O’Neill has been with Manulife for over 17 years, holding various key finance roles, including global controller and group chief accounting officer. She also served as global head of investor relations from 2018 to 2021.

Speaking on the appointments, Witherington said, “These changes showcase the depth and strength of our leadership across Asia and position us to continue delivering high-quality sustainable growth and be the number one choice for customers.”

“We are well on track to achieve our goal of contributing half of Manulife’s core earnings by 2027, and these leaders have consistently executed our strategy. Their leadership in these new roles will help define the next chapter for Manulife Asia,” he added.

Phil Witherington will assume the role of president and CEO of Manulife on May 9, 2025. Until his successor is appointed, members of the Manulife Asia senior leadership team will report directly to him.

Manulife has also announced the departure of Michael Thomssen, chief financial officer for Asia, and Sachin Shah, head of emerging markets. The company thanked both for their contributions and wished them success in their future endeavours.

Indonesia – PT Lippo General Insurance Tbk (LGI), a general insurance provider in Indonesia, has introduced MyGo+, a telematics-driven mobile app that promotes safer driving habits through real-time data analysis and rewards.

MyGo+ tracks real-time driving data to promote safer habits, rewarding users for responsible driving and supporting Indonesia’s road safety efforts.

The app helps drivers build safer habits by analysing data like distance travelled and acceleration. It generates driving scores, which convert into reward points redeemable for vouchers. Users can also join monthly challenges for extra rewards.

The app is available to all drivers, not just LGI policyholders. Users can also access discounts and benefits when purchasing LGI insurance products.

Ricky Choi, vice president and director of PT Lippo General Insurance Tbk, said, “MyGo+ is a transformative step in blending technology with customer engagement. It promotes safer driving and offers meaningful rewards, benefiting both users and our continuous innovation efforts. This app marks a major milestone in our journey to become a digital leader in the insurance industry, and we look forward to introducing even more innovations in the future.” 

MyGo+ is LGI’s first digital innovation since joining Hanwha Life Insurance in March 2023. Aligned with Hanwha’s vision for digital financial services, the app uses AI and machine learning to improve driving data accuracy, minimising errors from road conditions and network issues.

Context-driven advertising strategies are reshaping the way brands connect with their audiences, ensuring campaigns resonate in environments that amplify their message. Programmatic advertising, long heralded for its precision and scalability, is evolving beyond basic targeting to embrace the nuances of context. 

By aligning ads with content that complements a brand’s identity and objectives, advertisers can achieve a deeper, more meaningful engagement with consumers. As audiences grow increasingly savvy, context becomes a critical differentiator, bridging the gap between delivering ads that disrupt and those that add value.

For marketers and advertisers, embracing context is no longer optional; it’s necessary to foster trust, safeguard reputation, and drive results that resonate. As the industry moves forward, the ability to align messaging with the right environment will be pivotal for navigating the complexities of the digital advertising ecosystem.

In this case study, we explore how Samsung and Mindshare Indonesia sought cookieless solutions via Integral Ad Science’s (IAS) Context Control Targeting product to propel Samsung’s programmatic campaign goals while prioritising budget efficiency.

The Challenge

Despite Samsung Galaxy Z Flip 4 and Z Fold4 achieving stunning results in 2022, Samsung Indonesia recognises that reaching its core Gen MZ target audience will be more challenging in 2023 due to the fast-paced environment and evolving consumer behaviour. Samsung has consistently employed sophisticated targeting strategies, incorporating first-party data with retargeting, maintaining a presence with premium publishers, and utilising keyword targeting.

The Objective

Samsung aims to launch its latest foldable phone and use programmatic advertising to target Gen MZ precisely, particularly during the sustenance phase of the campaign. Applying lessons from previous campaigns, Samsung adopted a more granular targeting approach for the new foldable phone. This is to ensure the delivery of relevant messaging to the target audience while simultaneously improving efficiency in terms of quality website traffic by 20%.

The Solution

As Samsung’s campaign transitioned from awareness to performance, the focus shifted to driving quality traffic and conversions. Display advertising, representing 12% of the budget and executed programmatically, emerged as a key driver of high-value site visits. 

To maximise the effectiveness of this channel, Samsung implemented IAS’s contextual targeting with sentiment detection. This technology layered an additional level of precision, enabling Samsung to refine its audience targeting beyond traditional methods like DSPs, DMPs, Floodlight, and PMPs. 

IAS’s predictive science pre-screens and categorises pages using emotion & sentiment analysis, enabling the brand to target the most desirable and relevant content.

To drive campaign efficiency, Samsung implemented a three-layered optimisation strategy within programmatic display and its targeting setup. This strategy encompassed audience segmentation, budget allocation, and creative optimisation.

  1. Audience Level: In addition to standard DSP audiences, floodlight, and PMP, Samsung leveraged third-party audiences through IAS’s contextual targeting with sentiment detection. This included segments like:
    1. Consumer Electronics – Samsung 
    2. Consumer Electronics – Smartphones, Tablets
    3. Consumer Electronics – Wearables
    4. Tech Enthusiasts
  2. Budget Optimisation: Budgets were dynamically adjusted based on weekly performance. DSP audience budgets were reduced and reallocated to resources directed towards higher-performing third-party audiences by almost 66%.
  3. Contextual Relevance and Asset Optimisation: To maximise impact, Samsung prioritised contextual relevance and optimised asset size for message delivery. 

This three-layered approach provided Samsung with detailed metrics on inventory quality, traffic quality, and click-through rates. The contextual targeting layer offered deeper insights into page sentiment and emotion, enabling more precise campaign alignment. This cookieless targeting strategy fostered confidence and provided valuable data to drive superior campaign results.

The Results

The campaign was able to drive efficiency for Samsung Indonesia. Testing new audience targeting delivered 57% lower cost per quality traffic, 300% higher CTR, and 65% lower cost per click compared to the second-best targeting alternative. 

  • Volume of measured impressions: 39 million impressions 
  • 300% higher CTR than the next best-performing line item (data hub)
  • 57% cheaper cost per marketing visit compared to the next best-performing line item which is PMP Premium Publisher

IAS’s contextual targeting solution managed to deliver the ads to the relevant content, which aligns with research showing that relevant ads have higher receptivity, favorability, and memorability for the audience. This means that the audience will tend to interact more with the ad, giving Samsung ads a higher chance of being clicked. This resulted in higher traffic and quality traffic for Samsung. 

Post the campaign, IAS’s analysis found that the contextual targeting managed to deliver the best results, across all media metrics: CTR, cost per visit, cost per quality traffic, and even cost per add-to-cart.

Kuala Lumpur, Malaysia – Axiata Group Berhad and Sinar Mas have jointly announced the signing of two Letters of Intent (LOIs) to explore and advance a series of strategic collaborations at a ceremony graced by Malaysian Prime Minister Dato’ Seri Anwar Ibrahim and His Excellency Prabowo Subianto, the President of Indonesia, at the Petronas Twin Towers in Kuala Lumpur.

The first LOI lays a robust foundation for progressing detailed discussions outlining specific projects and initiatives that drive further collaboration around potential synergies in Malaysia, Indonesia, and Southeast Asia. 

Meanwhile, the second LOI reaffirms Axiata’s and Sinar Mas’s various commitments set out in the definitive agreements jointly announced on 11 December 2024 to progress the proposed merger of PT XL Axiata Tbk, PT Smartfren Telecom Tbk, and PT Smart Telcom to form PT XLSmart Telecom Sejahtera Tbk, to known as XLSmart in Indonesia.

Leveraging their respective telecommunications ecosystems, Axiata and Sinar Mas aim to explore opportunities to unlock value for stakeholders in several high-growth areas, including advanced 5G solutions, enterprise services, digital infrastructure, and fintech innovations. Ultimately, these potential advancements stand to support digital transformation initiatives across the region.

Under the scope of the first LOI, Axiata and Sinar Mas will jointly conduct detailed market analyses, evaluate competitive landscapes, and identify unmet demand across priority markets. Both companies will assess core competencies within their respective ecosystems to prioritise opportunities and define optimal operating models to effectively capture market potential. 

The parties also intend to facilitate strategic partnerships to incubate new businesses and solutions, ensuring alignment with national and regional digital economy agendas.

Meanwhile, the merger remains subject to regulatory and shareholder approvals, as well as customary closing conditions. Assuming all approvals and conditions are met, completion is expected in the first half of 2025. All material updates regarding the merger will be communicated through official channels, including exchange announcements, regulatory disclosures, and respective company websites.

Vivek Sood, group chief executive officer at Axiata Group, said, “These Letters of Intent with Sinar Mas represent a pivotal step in advancing regional collaboration to shape Southeast Asia’s next wave of digital transformation and advance services in high-growth areas. By deepening and reaffirming our ongoing partnership with Sinar Mas, we aim to harness the transformative potential of 5G, enterprise solutions, and digital infrastructure to drive sustainable economic growth and bridge the digital divide across Malaysia, Indonesia, and beyond.”

He added, “We deeply appreciate the steadfast support of the governments of Malaysia and Indonesia, whose forward-looking policies on connectivity and digital inclusion have set a strong foundation for such partnerships. By aligning our shared ambitions with national and regional digital economy agendas, we are laying the groundwork for a vibrant and inclusive digital ecosystem that delivers transformative services, empowers businesses, and enriches lives.”

Meanwhile, Franky Oesman Widjaja, chairman of Sinar Mas Telecommunications and Technology, commented: “These two Letters of Intent signed today with Axiata represent an exciting chapter in our shared mission to accelerate Malaysia and Indonesia’s digital transformation. We are confident in our ability to unlock synergies, deliver long-term value for stakeholders, and make a meaningful impact on the region’s digital economy by enhancing connectivity, fostering innovation, and empowering businesses and communities.”

“Sinar Mas is keen to collaborate with Axiata to explore new innovative opportunities while supporting Malaysia and Indonesia’s vision of a thriving and inclusive digital economy. Together, we aim to set a benchmark for regional collaboration, creating a more interconnected and prosperous future.”

Indonesia – SMBC Indonesia, formerly BTPN, has unveiled a new commercial in collaboration with Ogilvy Indonesia and Seven Sunday Films, marking its brand transformation while highlighting themes of progress, innovation, and inclusivity.

The new commercial is more than just an announcement—it’s a bold statement of intent. It highlights SMBC Indonesia’s mission to empower all Indonesians, from entrepreneurs and businesses to individuals striving for a brighter future.

Directed by Seven Sunday’s RLV, the film uses symbolic imagery to vividly capture the evolution of SMBC Indonesia, ensuring the message resonates on a deeper, more emotional level.

“This project was about more than just a rebrand. It was about evolution, about carrying forward the trust and legacy of BTPN while introducing a new era of possibility. Every shot was crafted to symbolise progress, resilience, and the limitless potential its customers possess,” RLV said. 

With the launch of SMBC Indonesia, the brand entered a new phase, redefining its role as a modern financial institution. The rebrand marks a significant step toward the future.

Afeeq Nadzrin, executive producer at Seven Sunday Films, commented,  “The transition from BTPN to SMBC Indonesia is a defining moment. Our goal was to blend storytelling with innovation, delivering a piece that not only informs but inspires.”

“As SMBC Indonesia embarks on this new chapter with advanced financial solutions and a renewed focus on empowering communities, the bank is ready to support the country in navigating the ever-evolving economic landscape. The campaign is a bold declaration that SMBC Indonesia is here to shape the future,” added Nadzrin.

Indonesia – Databricks has announced its entry into the Indonesian market as part of a broader strategy to expand its presence in the ASEAN region, driven by over 70% annualised growth over the past three years.

Databricks’ entry into Indonesia marks a key step in expanding its presence in the ASEAN region. This move aims to help more Indonesian businesses unlock the full potential of their data and AI capabilities.

As part of its entry into Indonesia, Databricks has strengthened its partnership with Amazon Web Services (AWS). This collaboration will make the Databricks Data Intelligence Platform available in the AWS Asia Pacific (Jakarta) Region through AWS Marketplace, starting in early 2025.

Indonesian businesses can now harness advanced features like faster custom model development using Databricks Mosaic AI on AWS Trainium chips. This enables them to pretrain, fine-tune, and deploy large language models (LLMs) on their own data with better cost efficiency. Enhanced AWS Marketplace integrations also make it easier to adopt Databricks, allowing companies to scale generative AI applications while retaining full control over their data and intellectual property.

“We’re thrilled to support Databricks’ expansion into Indonesia, which reinforces AWS’s IDR$71 trillion investment in the AWS Asia Pacific (Jakarta) Region. By building the Databricks Data Intelligence Platform exclusively on AWS in Indonesia, we are committed to supporting Databricks and our joint customers to securely manage data locally and drive digital and AI innovation that addresses industry needs,” said Kirsten Gilbertson, head for partner management for ASEAN at AWS.

Meanwhile, Cecily Ng, vice president and general manager of ASEAN and Greater China at Databricks, shared, “We’re excited to bring the Databricks Data Intelligence Platform to Indonesia by leveraging the reliability, scalability, agility, and security of AWS. This expansion reflects our commitment to not only deepen our footprint in the region but also help Indonesian enterprises unlock the full potential of their data through advanced analytics and AI-driven insights, enabling them to transform their businesses in an increasingly digital economy.”