Aqua asks Indonesians to be 'just like water': Pure and generous

The just-launched campaign is titled 'Bagaikan air' in Bahasa, which translates to 'Just like water' and ties into the brand's long-standing tagline 'Kebaikan Hidup’ (‘The Goodness of Life’). The TVC below sets the tone, with hidden camera footage of people doing (or failing to do) good deeds such as offering a seat to a pregnant woman or returning a dropped wallet. The campaign also includes billboards and online interviews with people known for doing good in their communities.

According to Febby Intan, AQUA brand director:

Y&R’s strategic insights showed us the properties that the people of Indonesia associate with water—pure, generous, calm, formless, timeless and transparent. By showcasing these traits in real everyday people, we feel this major new brand campaign will inspire Indonesians to be just like water and celebrate the goodness of life with AQUA. 

Aqua was recently named Indonesia's 'Most Meaningful Brand' in the 2015 BrandZ rankings.