Grab taps Hansaplast to turn quick commerce into a first-aid touchpoint

Grab Indonesia and Hansaplast have partnered to launch "first aid on the go", a campaign combining quick commerce, retail media and community education to make halal-certified wound care products more accessible to Indonesian consumers and Grab's driver-partners.

The collaboration comes as Grab sees rising demand for health products on its platform. According to the company, orders in GrabMart's health and personal care category grew by more than 45% during the first half of 2026, highlighting increasing consumer reliance on on-demand services for everyday healthcare needs.

At the centre of the partnership is the exclusive launch of the Hansaplast First Aid Kit On The Go on GrabMart Kilat, Grab's quick-commerce service, allowing consumers to order the wound care bundle for delivery in under 30 minutes. The kit includes halal-certified wound care products such as wound cleansing antiseptic, plasters, wound healing ointment and an exclusive pouch.

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The initiative also reflects growing consumer interest in halal-certified healthcare products, with the companies positioning the campaign around both convenience and preparedness for everyday minor injuries.

"Minor wounds can happen anytime, often in unexpected situations, making speed and ease of access essential. Through GrabMart Kilat, our quick-commerce service within the GrabMart ecosystem, we want to help consumers access Hansaplast wound care solutions more practically, including when the need arises suddenly," said Roy Nugroho, director of commercial at Grab Indonesia.

"On the other hand, first-aid education for driver-partners is expected to provide direct benefits for those who are active on the road every day and interact with many people. Through this programme, Grab and Hansaplast hope to encourage a new habit among highly mobile communities, including Grab driver-partners and users, to be better prepared to provide first aid, both for themselves and for others around them."

Beyond product availability, the campaign also targets Grab's driver-partner community through safety riding and first-aid education sessions. The programme introduces participants to a three-step wound care approach - clean, protect and heal - designed to equip drivers with practical knowledge for handling minor injuries while on the road.

For Hansaplast, the partnership extends its reach beyond traditional retail channels by embedding its products and education efforts within Grab's everyday mobility ecosystem.

"As the number one wound care brand in Indonesia and a brand trusted by Indonesian consumers, Hansaplast believes that first-aid education is just as important as the products themselves. Hansaplast continues to provide solutions that are safe, practical, and relevant to consumers' needs. Our collaboration with Grab is an important step for us to expand access to halal wound care solutions, particularly through an ecosystem that people use in their everyday activities, both by the wider public and Grab driver-partners with high mobility," said Vivilya Lukman, business unit health care director at Beiersdorf Indonesia.

The partnership also highlights Grab's growing ambitions beyond commerce fulfilment. Hansaplast is using GrabAds' full-funnel marketing capabilities to support the campaign, enabling the brand to reach users with educational messaging before driving purchases directly through GrabMart Kilat.

By integrating retail media, quick commerce and community engagement into a single campaign, the collaboration illustrates how brands are increasingly using platform ecosystems to connect awareness, consideration and conversion while delivering services tied to everyday consumer needs.

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