Danone enlists Nicholas Saputra for latest campaign

The 'Role model' campaign, which spans TV, digital, print, outdoor, in-store and cinema, encourages consumers to crush their empty plastic bottles before placing them into the rubbish bin.

The TVC shows Saputra showing how to crush a used bottle and dispose of it properly. “A good start” he says, referring to the health benefits of drinking Aqua, followed by "A good end", referring to the environmental benefits of compacting the bottle before disposal.

Febby Intan, Aqua brand director, said he hoped the campaign would appeal to all of Indonesia, but particularly the young generation.

Andrew Dowling, chief executive of Y&R Indonesia, added, “We chose Nicholas Supatra because of his celebrity power that makes him a great role model in creating a healthy lifestyle, as well as creating buzz in Indonesia’s very active social media scene.”