Marketing-Interactive featured Anu Gupta, Director of APRW, in their article exploring how Indonesia is forcing global brands to rethink how market entry is communicated.
As one of Southeast Asia’s most attractive markets, Indonesia draws significant interest from international companies looking to expand. However, many brands continue to neglect the importance of building consumer trust, failing to create the local cultural connection needed for a successful launch. Hence, the biggest challenge for companies has shifted from simply spreading brand awareness to earning genuine acceptance from local consumers.
In the article, Anu noted the importance of effective localisation to engage local stakeholders and adapt to the fast-paced media landscape. Given the diverse cultural background, simply replicating strategies that worked elsewhere in Southeast Asia without adapting it to the Indonesian context is a significant misstep. To effectively localise, Anu highlighted how brands should maintain a consistent global purpose rather than altering their core identity, while also providing flexibility to interpret and tailor the messages for local audiences. Anu also emphasised that AI cannot replace the cultural intelligence required to truly connect with a market.
Link to article
About the Author
Anu Gupta is Director at APRW with more than 25 years of experience in strategic communications, public relations, and cross-border business advisory. She works with startups, multinational organisations, and regional businesses to build compelling narratives, strengthen reputation, and drive growth across Southeast Asia.