Indonesia Celebrity Marketing: Working With Top Talents 2026
Celebrity marketing still works in Indonesia—but only when done the right way.
In 2026, the brands that win are not the ones simply hiring famous faces. They are the ones choosing the right celebrities, activating them across channels, and building long-term cultural presence instead of short-term hype.
This guide explains how celebrity marketing actually works in Indonesia today, why it still matters, and how brands use top talents effectively without wasting budget.
What This Guide Covers
- Why celebrity marketing still matters in Indonesia
- Celebrity vs influencer roles (and when to use each)
- What’s changed in 2026
- The most effective campaign formats
- How brands choose the right celebrity
- Common mistakes to avoid
Why Celebrity Marketing Still Matters in Indonesia
Celebrity marketing in Indonesia is the strategic use of well-known public figures to transfer trust, aspiration, and lifestyle values to a brand, often at mass scale.
Unlike surface-level endorsements, Indonesian audiences expect celebrities to live the brand through repeated appearances, storytelling, and long-term association.
In many campaigns we’ve observed, the celebrity becomes part of the brand identity—not just a paid face.
This is why celebrity marketing remains dominant for:
- Mass-market brands
- FMCG and retail
- Telecom, finance, beauty, and fashion
- Brands entering Indonesia for the first time
Celebrity vs Influencer Marketing in Indonesia
Celebrities and influencers play very different roles in Indonesia—and brands that confuse them often underperform.
| Aspect | Celebrity | Influencer |
| Core value | Trust & Fame | Relatability & engagement |
| Reach | National / mass | Niche / community-based |
| Best use | Awareness, positioning | Consideration, conversion |
| Content | High-production, iconic | Native, personal, casual |
We’ve seen large brands use celebrities to open the market, then rely on influencers to sustain engagement and drive action. The strongest campaigns usually combine both.
Why Celebrities Still Outperform in Big Brand Campaigns
Celebrities outperform in Indonesia because they carry cultural authority at scale.
Audiences associate them with success, credibility, and aspiration—qualities that are difficult to replicate through influencer marketing alone.
In multiple campaigns we’ve analyzed:
- Celebrity-led launches delivered faster brand recall
- TV + digital celebrity campaigns increased offline awareness
- Affordable products gained premium perception when paired with top talents
For example, local brands that partnered with A-list celebrities were perceived as more “luxury,” even when pricing remained mass-market.
Celebrity Campaign Trends in Indonesia (2026)
To craft a successful celebrity endorsement, you need to be aware of the evolving marketing trends in Indonesia.
Brand Ambassador Campaigns
Long-term celebrity ambassadorships (1–2 years) are the most effective format for brand recall.
Brands activate the same celebrity across:
- Product launches
- Seasonal campaigns
- Offline events
- Digital and social media
This repetition builds familiarity and credibility over time, rather than one-off spikes.
Example: Adidas partnered with actress and fitness public figure, Aghniny Hague, as their long-term ambassador for the Indonesia market.
TV Commercials & Digital Ads
Celebrity TVCs remain powerful, especially when amplified digitally.
While more cost-efficient than long-term ambassadorships, success depends heavily on:
- Talent relevance
- Creative concept
- Media distribution strategy
We’ve seen strong performance when TV assets are repurposed into short-form digital ads.
Example: Indonesian actress, Yuki Kato, stars in Wardah UV Shield commercial.
Social Media Content (Instagram, TikTok, YouTube)
Celebrities in Indonesia are now acting like creators.
Many share:
- Daily routines
- Vlogs
- Travel or behind-the-scenes content
Brands that allow celebrities to produce creator-style content—rather than rigid ads—often see stronger engagement and more organic sharing. This approach turns paid collaborations into earned media.
Example: OPPO Indonesia partnered with actor and musician, Iqbaal Ramadhan, as the face of OPPO Reno 15 campaign. OPPO Indonesia rolled out a series of short interviews on how Iqbaal utilizes Reno 15 features.
Event Appearances & Offline Activations
Offline events are back—and celebrities amplify them instantly.
Brands use celebrity appearances to:
- Drive foot traffic
- Create fan moments
- Generate viral social coverage
We’ve seen mall activations and pop-ups gain national attention simply through one well-matched celebrity appearance.
Example: Indonesian actor, Angga Yunanda attends YSL Beauté’s intimate dinner and launch party
How to Choose the Right Celebrity for Your Brand
The most important factor is brand–celebrity fit, not popularity.
Start by asking:
- Does their lifestyle reflect our brand values?
- Do their audiences match our target market?
- Can they represent us long-term without risk?
For example:
- Fitness brands align better with athletes
- Beauty brands perform better with style or lifestyle figures
Because celebrities are under constant public scrutiny, reputation and risk management are critical—especially for ambassador roles.
Clear budget alignment and campaign scope should be agreed early. Long-term partnerships require higher upfront investment but often deliver better ROI over time.
A prime example of a well aligned brand and celebrity partnership is Samsung Indonesia with No Na. No Na is a four-member Indonesian girl group with international appeal. They appeal to Gen Z consumers when it comes to music, beauty, and fashion. Despite being newly debuted, No Na successfully established a loyal fandom named ‘Orchids’. Samsung Indonesia leveraged the momentum by partnering with No Na as their main ambassador for Galaxy phones and appealing to younger consumers who love creativity and self-expression. Their partnership includes exclusive campaigns and product placements on their music videos.
Common Mistakes Brands Make in Celebrity Marketing
Mistake 1: Paying for virality instead of relevance
Fame alone doesn’t guarantee conversion. Audience alignment matters more.
Mistake 2: Treating celebrity campaigns as one-offs
Successful brands think in ecosystems—connecting celebrity campaigns with retail, digital ads, influencer support, and offline touchpoints.
Mistake 3: Expecting celebrities to fix weak strategy
Celebrity marketing works best when integrated into a broader funnel, not as a standalone solution.
This is why many international brands choose to work with experienced local agencies. At AJ Marketing, we help brands in delivering impactful celebrity marketing campaigns through managing talent access, contracts, compliance, and culturally relevant creative execution.
Final Takeaway
Celebrity marketing in Indonesia is still one of the most powerful tools for building trust and scale—but only when executed with strategy, cultural understanding, and long-term thinking.
Brands that win don’t just hire celebrities. They build stories around them.
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