Marketing Featured Southeast Asia

Telco XL Axiata promises ‘more’ in new campaign, unveils new icon

Indonesia – As XL Axiata repositions itself to be relevant not just to the individual, but to the entire family, the Indonesia-based telco provider has launched a new brand campaign that targets progressive Indonesian families.

The new film, which was developed in collaboration with performance marketing agency M&C Saatchi Indonesia, demonstrates XL Axiata’s unwavering loyalty to its users across the country, every step of the way.

Titled ‘We Are More’, the campaign talks about the progression in the life of a female subscriber as she goes through many different stages while staying close to her loved ones, and the ones who support her success, including XL Axiata. The song in the background narrates her life’s story – ‘I sing a thousand love songs, I write a thousand tales, the time that belongs to us, belongs to us’.

Moreover, the telco has also unveiled its new iconography called ‘Mo’, which projects one half of the XL logo as the ‘greater than’ sign, promising ‘more’ to all stakeholders.

Alfons Eric Bosch Sansa, XL Axiata’s CMO, noted that XL has come a long way in realising its purpose, and they are taking it a step further by being a brand that focuses on serving and supporting Indonesian families achieve their collective ambitions. 

“Through this campaign, we also attempt to deter from the unconscious bias that the industry has towards the portrayal of the role of women in society,” said Sansa.

Meanwhile, Nadia Yuliani, M&C Saatchi’s creative director for Indonesia, shared that with this film, XL hopes to unite Indonesians closer to their families, and remind them that XL will always share the values that they hold to keep their loved ones together throughout their lives. 

“We wanted to portray this through the story of a woman who is supported by XL at every phase of her life,” said Yuliani.

Anish Daryani, M&C Saatchi’s founder and president director for Indonesia, said, “By creating stronger relevance for XL in the lives of Indonesian families, this is an opportunity to demonstrate how Brand Purpose can translate to commercial success. It’s another way we can create, lead and manage change in a dynamic society that’s always aspiring for a better life.”