Aqua asks Indonesians to be pure ‘like water’

Aqua, a brand of water, has launched a campaign to celebrate good deeds done by good people in Indonesia.

The campaign, titled ‘Bagaikan Air’, which translates to be like water, hails those who are pure, like Aqua water. A TV ad features Yuniana Oktoviati, a mother of two from Yogyakarta who organises free food for the less fortunate.

Online, a website features interviews and background stories of the people in the campaign as well as encouraging people to submit their own stories of people whose deeds embody water’s essential traits, as perceived by people in Indonesia.

A print ad features Oktoviati and a link to the website.

Aqua ad

Febby Intan, AQUA’s brand director, said: “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.”


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