Honda taps Reza Rahadian to champion trust in new brand platform for first-time buyers

In a market often dominated by flashy features and aggressive promotions, Honda Indonesia is taking a different route with the launch of its new brand platform, “Start with trust.” The campaign, developed in collaboration with creative partner MarsX, focuses on a deeply human insight - that Indonesia’s first-time car buyers aren’t simply seeking specifications or deals, but reassurance.

Designed for a generation overwhelmed by choices yet quietly craving certainty, “Start with trust” represents a shift from persuasion to conviction. “Because designs evolve, technologies change - but trust is a feeling that must be earned over years,” a statement read.

Honda believes its long-standing reliability, strong resale value, and aftersales network have built that foundation. In essence, “a car that you don’t have to worry about - is the one you eventually love the most.” Honda Indonesia consists of two main entities: Honda Prospect Motor for cars and Astra Honda Motor for motorcycles, with the former responsible for the production, marketing, and export of cars since 1999.

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“When everything feels the same, trust becomes the real differentiator,” the statement added, capturing the spirit of the brand’s new direction.

To embody this philosophy, Honda enlisted Reza Rahadian, one of Indonesia’s most well-known actors, as the face of the campaign.

His participation goes beyond celebrity endorsement - it’s a reflection of credibility earned through consistency. Having built a reputation for versatility across drama, romance and biopic films, the actor rose to prominence after his role in Perempuan Berkalung Sorban (2009), and later gained widespread recognition for portraying former president B. J. Habibie in the biopic Habibie & Ainun (2012).

Rahadian represents the values Honda stands for: evolution without losing authenticity. “Like Honda, he is not tied to just one identity. He transforms - but his credibility never fades,” the company explained, positioning him as the living metaphor of trust.

“This is not just an ad campaign. It is a shift from product-driven persuasion to emotion-led assurance. From ‘buy this car’ to ‘feel safe choosing us.’ Because trust is not claimed - it is quietly earned,” it added.

Powering the creative vision is MarsX, an agency under Future Creative Network (FCN) that aims to fuse strategic vision with cinematic storytelling and technological agility. The film was produced by Milkyway and directed by Didi M.

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