Indonesian film industry leaders outlined frameworks for effective brand partnerships during a panel at the Jogja-Netpac Asian Film Festival‘s JAFF Market, pointing to the sector’s development as a commercial platform.
Veteran producer Mira Lesmana (“What’s Up With Love?”, “Sherina’s Adventure”, “Gie”) emphasized a comprehensive approach to brand integration. “Brand activations can [easily] be built into the film’s ecosystem,” said Lesmana. “Be it on the social media assets, product placement, logo placements; brand engagement is meant to tie in with the film’s personality.”
Visinema Pictures chief Angga Dwimas Sasongko advised brands to consider the full scope of film production opportunities. “Film can be a marketing solution for the change of behavior of sales,” said Sasongko. “There’s pre and post production, then there’s also marketing and activations.”
Bank Central Asia’s vice president and head of digital marketing, Rendy Alimudin, stressed the long-term value proposition. “When collaborating with a film production, brands should look at it as a form of long-term investment,” said Alimudin.
Alimudin noted that while films may not drive immediate business conversion, they create lasting impact through social engagement. “Measurable impact comes from becoming the talk of the town; there’s social value that comes from the film [product] itself,” Alimudin explained. “There’s subtlety that’s needed, but the branding [creatively] also becomes a valuable point.”
The potential for audience targeting emerged as a key consideration. “Brands look at audienceship. The industry would definitely look into whether or not these audiences resonate with what they’re trying to sell. It’s a huge opportunity for businesses,” Sasongko said.
Lesmana, who teased an upcoming third installment of “What’s Up With Love?” set in the early 2000s, addressed period-specific branding challenges. “When it comes to periodic films, there are alternative ways to include brands, there’s always a plausible bridging,” she said.