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Amarta Indah Otsuka picks M&C Saatchi to manage two of its brands

Amarta Indah Otsuka has appointed M&C Saatchi to manage two of its brands – Pocari Sweat Ion Water and Oronamin C, following the official launch of both brands in July 2018. M&C Saatchi’s scope will be integrated marketing, with a digital-first approach.

Daniel Pieter Sumual, marketing director, Otsuka Indonesia said it has “huge ambitions” for both brands in the Indonesian market. He added that the company has a culture of innovation, and looks to keep reinventing itself to enrich consumers’ lives.

“To help us deliver this, we needed a strong partner with both strategic and creative capabilities, and well versed in transcending communication across today’s complex and fragmented omni-channel environment. M&C Saatchi  Indonesia showed promise in meeting these objectives and we found worthy partners in them,” Sumual added.

Previously known as Pocari Sweat Ion Essence, the rebranded and relaunched Pocari Sweat Ion Water is a low calorie isotonic ready-to-drink that aims to meet the changing dynamics and consumers’ preference for low calorie food intake and a healthier lifestyle. Meanwhile, Oronamin C is an energy drink containing isoleucine and other essential amino acids as well as vitamins such as vitamin B2, vitamin B6 and vitamin C.

The brand will use, Haruka Tomatsu, Japanese actress and singer with a huge fan-following in Indonesia, to accelerate salience in the Indonesian market.

In a joint statement, Anish Daryani, founding partner and president director, and Dami Sidharta, partner and executive creative director, M&C Saatchi Indonesia said they will cherish and grow the relationship from strength to strength.

“We have a heritage of building brands based on our philosophy of ‘Brutal Simplicity of Thought’ and we are glad demonstrating this on Otsuka’s brands helped us win their trust. We are excited about the work that will follow and will set new benchmarks in the category going forward,” Anish added.

“We really cherish the faith Otsuka has shown in us, and will endeavour to deliver the best possible results for both Pocari Sweat Ion Water and Oronamin-C,” Dami also added.

This appointment follows M&C Saatchi’s entry into the Indonesian market in January 2018. The agency aims to offer integrated marketing solutions such as advertising, mobile marketing and performance marketing, among others.

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