Gojek Indonesia SVP of creative and ECD, VJ Anand, is exiting the company after one and a half years with the team.
Under his charge, Anand has grown Gojek's internal creative team to about 120 people, Marketing understands. According to his LinkedIn profile, the team handles creative communications for over 19 products and content that attracts up four million views per day. Anand joined the Gojek team last year, relocating from Malaysia where he held the role of ECD of BBDO. He has also worked in agencies such as TBWA, Cheil and Ogilvy.
Gojek and Anand did not respond to Marketing's queries.
During Anand's time in the company, Gojek has executed several notable campaigns. In August, Gojek collaborated with Indonesian rapper Rich Brian, making a cameo in his latest album, The Sailor. It also allowed users to access songs, music videos and a documentary about Rich Brian's career through the app. This comes after a publicity stunt where Gojek surprised Rich Brian with his favourite Indonesian dishes delivered to his doorstep in New York.
[Digital Marketing Asia Conference 2019 in Singapore is back! Join us on 8-9 October as we hear from experienced practitioners and thought-leaders on how they are managing complex digital transitions and reimaging new ways for their marketing to become more customer focused, agile and interactive. Book your seats today.]
Other campaigns included a billboard calendar that changes daily to inspire different good deeds throughout the period of Ramadan. Along with the move, Gojek also wiped out its Instagram account, starting the #CariKebaikan (#SearchforGoodness) campaign. It was a symbolic move to “cleanse” its social media and start anew by posting only goodness.
More recently, Gojek underwent a rebranding exercise that seeks to reflect the company’s evolution “from a Jakarta-based ride-hailing service to Southeast Asia’s leading Super App”. It included a new visual identity, swapping the Ojek (bike taxis in Bahasa Indonesia) logomark for “Solv”, a nearly-rounded ring encircling a dot.
In line with the rebranding, Gojek Indonesia's creative and marketing team also started the cerdikiawan (life hacker) campaign, to reiterate #PastiAdaJalan (there is always a way) spirit in the new brand identity. To send a strong message that Gojek has evolved from a ride-hailing call centre into a tech ecosystem that offers smart and brilliant solutions, the Creative Lab produced and launched more than a dozen videos, each featuring a different service at Gojek Indonesia.
Started in March this year, the company also launched an in-app content team to create branded content on Gojek Indonesia's app. He also assisted the marketing team in Thailand and Singapore to kickstart the creative brief and pitch process for the company's launch in the market.