Telecom Brand XL AXIATA Appoints M&C Saatchi Indonesia for Brand Building

M&C Saatchi has won the business for XL Axiata in a multi-agency pitch that saw four agencies participate. The scope of services includes ATL and BTL for XL Prepaid, XL Satu, a new convergence product combining home internet and mobile prepaid; and XL Prioritas, XL’s premium post-paid service. The appointment of the agency is with immediate effect.  

XL Axiata is one of the leading telecommunication companies in Indonesia with more than 56 million subscribers. XL Axiata is also part of Axiata Group, and provides various services for the retail and corporate customers supported by the wide and qualified network throughout Indonesia. 

Some of the key products of XL include Paket Akrab, a breakthrough one-plan for the whole family introduced earlier in the year; XL Prioritas, a priority post-paid service offering a premium service to loyal users; and XL Home, a super-fast and stable fibre optic internet and entertainment service for home use. 

On the agency’s appointment, Alfons Eric Bosch Sansa, chief marketing officer, PT. Axiata Tbk., said: “The XL brand is at the cusp of a major transformation, where customer experience will drive brand experiences for our existing users, as well become the cornerstone for new user acquisition. We needed a strong partner to help tell our story to the world, and in M&C Saatchi Indonesia, we found a valuable partner.” 

Adding to this, Anish Daryani, founder and president director, M&C Saatchi Indonesia, said: “We have been working with the Axiata group for a while, where we worked on  AXIS and XL Home in the past. Our proven performance is an added reason for earning their trust in driving XL, their flagship brand, into the future. I believe our ability to simplify business problems and our approach to navigate, lead and manage meaningful  change in XL’s transformative journey will result in many amazing brand experiences. Exciting times are in sight.”