Kratingdaeng Indonesia brings in Thai creative house Yell Worldwide to strengthen storytelling

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Kratingdaeng Indonesia has entered a strategic partnership with Yell Worldwide as the Thai creative agency looks to strengthen its regional presence and sharpen brand resonance in Southeast Asia’s largest consumer market.

The collaboration brings together Yell Worldwide’s creative leadership from its Bangkok headquarters with the local market expertise of Bailey|Capel Jakarta, aiming to deliver human-centred storytelling that reflects Indonesia’s cultural nuances while remaining consistent with Kratingdaeng’s broader brand identity.

At the operational level, the Indonesian business will be led by Brian Capel, former CEO of Publicis Groupe Indonesia, ensuring the partnership’s creative ambition is matched by strong local execution.

Don't miss: Kratingdaeng repositions as a youth ally with 'Satu energi, satu semangat'

The partnership marks another milestone in Yell Worldwide’s regional expansion. Having worked with leading brands in China, the agency is continuing to scale its footprint across Southeast Asia, with Thailand positioned as its regional creative and strategic hub.

“We started our expansion to Jakarta almost three years ago, and today I’m proud to say that we will be playing a role in supporting a major Thai brand, Kratingdaeng, in the Indonesian market,” Dissara Udomdej, CEO of Yell Worldwide, said in a LinkedIn post.

“Yell will bring Thai creativity and a deep understanding of Thai brands, working closely with Bailey|Capel, whose strong local Indonesian expertise will help drive meaningful and effective communication for our client,” he added.

The agencies have signalled that the collaboration will roll into 2026, as Yell Worldwide and Bailey|Capel Jakarta work together to deliver integrated, culturally grounded campaigns for Kratingdaeng in Indonesia and beyond.

Kratingdaeng is a veteran energy drink brand with over 30 years in Indonesia. Last year, it launched the “Satu energi, satu semangat” campaign to blend lifestyle, creativity, and emotional appeal, while addressing consumer confusion over its iconic glass bottle and Red Bull Gold Can by unifying both under the Kratingdaeng name to strengthen brand clarity and youth relevance.

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