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...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Amazon to withdraw from China's local e-commerce marketplace
Premium
1 day ago

Amazon to withdraw from China's local e-commerce ...

Competition from Alibaba and JD proved too costly for Amazon China's domestic retail business, say industry experts.

Premium
INVNT is rapidly expanding in APAC
Premium
1 day ago

INVNT is rapidly expanding in APAC

The 'live brand storytelling' agency is making waves within 18 months of its APAC launch.

Premium
Wunderman Thompson hires APAC strategy chief
Premium
1 day ago

Wunderman Thompson hires APAC strategy chief

Former Digitas senior executive reunited with Annette Male at WPP.

Premium
Graham Fink's flying aspidistra, the fake Japanese client and other tales
Premium
1 day ago

Graham Fink's flying aspidistra, the fake Japanese ...

UK ad man Robin Wight looks back at the Mad Men-style antics, outrageous ideas and classic work of the agency he co-founded in 1979 as he steps down from Engine and WCRS is consigned to history.