GUDANG GARAM INTERNATIONAL TVC

Gudang Garam International, as one of the legacy brands of Gudang Garam, wanted to reshape their strategic communication, and strengthen their position in the market to bring back their brand equity, which was done through the "Pria Punya Selera" campaign.

There was also a need to elevate the brand’s perceived imagery to justify their premium pricing, without losing their essential brand character.

What We Did:

For this campaign, we brought back what Gudang Garam International is renowned for: the iconic “Pria Punya Selera” character, which to this day consistently champions masculine, gentlemanly qualities their consumers could aspire to. The campaign is an elegant nod to their older TVCs which paved the way for the brand, presented as a flashback, to showcase the everlasting legacy of the Gudang Garam International Man and the qualities he stands for, further cementing the brand’s position in modern Indonesian men. In the end of the TVC, the gentleman can be seen sitting alongside a tamed panther, a testament of his skills and victories.