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Leaders in the Indonesian film industry discussed strategies for successful brand collaborations during a panel at the Jogja-Netpac Asian Film Festival’s JAFF Market, highlighting the sector’s evolution as a commercial platform.

Experienced producer Mira Lesmana (“What’s Up With Love?”, “Sherina’s Adventure”, “Gie”) advocated for a holistic approach to brand integration. “Brand activations can be seamlessly incorporated into the film’s ecosystem,” Lesmana stated. “This includes social media assets, product placements, and logo visibility; brand engagement should align with the film’s identity.”

Angga Dwimas Sasongko, head of Visinema Pictures, encouraged brands to explore the extensive opportunities within film production. “Films can serve as a marketing solution for influencing sales behavior,” Sasongko mentioned. “Consider both pre-production and post-production, along with marketing and activations.”

Rendy Alimudin, vice president and head of digital marketing at Bank Central Asia, emphasized the importance of long-term value. “When partnering with a film production, brands should view it as a long-term investment,” Alimudin remarked.

Alimudin pointed out that while films may not yield immediate business conversions, they foster lasting social engagement. “The measurable impact comes from generating buzz; there’s social value inherent in the film product,” Alimudin explained. “A level of subtlety is required, but the branding also serves as a significant asset.”

The potential for targeted audiences emerged as a crucial factor. “Brands are focused on audience engagement. The industry must assess whether these audiences connect with their offerings. This presents a substantial opportunity for businesses,” Sasongko noted.

Lesmana, who hinted at a forthcoming third installment of “What’s Up With Love?” set in the early 2000s, discussed branding challenges specific to period films. “For period-specific films, there are creative avenues to incorporate brands; there are always viable connections,” she stated.

Person

Mira Lesmana, Angga Dwimas Sasongko, Rendy Alimudin

Company Names

Visinema Pictures, Bank Central Asia

Titles

What’s Up With Love?, Sherina’s Adventure, Gie

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