M&C Saatchi Indonesia touts Otsuka wins

Amarta Indah Otsuka has named M&C Saatchi Indonesia as digital agency-of-record for two of its brands, Pocari Sweat Ion Water and Oronamin C.

The agency won the business following two separate pitches conducted in January and awarded in February against undisclosed competitors. It has announced the relationship now that its work for both brands is beginning to hit the market.

The win is the agency's first after entering Indonesia in January.

"Nobody forgets their first love, and their first client," M&C Saatchi Indonesia's Anish Daryani, founding partner and president director, and Dami Sidharta, partner and ECD, said in a statement. "We will cherish and grow this relationship from strength to strength.”

L-R: Anish Daryani, Dami Sidharta

The scope of the retainer is integrated marketing with a digital-first approach, the agency said. Daniel Pieter Sumual, marketing director, said Otsuka has "huge ambitions" for both brands. "We have a culture of innovation, and we keep reinventing ourselves to enrich consumers’ lives," he added. "To help us deliver this, we needed a strong partner with both strategic and creative capabilities, and well versed in transcending communication across today’s complex and fragmented omni-channel environment.”

Daniel Pieter Sumual

Pocari Sweat Ion Water is a rebranding of the product, which was formerly known as Pocari Sweat Ion Essence. The rebranding aims to make the brand "fulfil a more meaningful purpose in people’s lives", according to the agency. Oronamin C, launched in Japan in 1965 and popular in South Korea, is new to Indonesia. The brand's marketing will make use of locally popular Japanese actress and singer Haruka Tomatsu.

Some of the first work for Pocari appears below.