Gunjan Prasad
Jan 29, 2018

Marketing in Indonesia: Cautious, with a chance of boycotts

Brands operating in Indonesia tread lightly around sensitive issues, but boycotts tend to fizzle quickly, and some insiders suggest there's a downside to being too cautious.

A group of Muslim protesters march with banners against the LGBT community in Banda Aceh, Indonesia on December 27, 2017. (Chaideer MAHYUDDIN / AFP)

Just over a year ago, Indonesians held what has come to be known as the “two-12 protest”. The event, named for the date it took place, December 2, 2016, was a mass rally against Jakarta’s Governer “Ahok” for alleged comments against Islam. But the protest had another victim.

Pictures showed people distributing Sari Roti, one of the most popular bread brands in the archipelago, for free to the protesters assembled at the town center. This...

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