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41 AsuransiAstra

ASURANSI ASTRA

Company: ASTRA INTERNATIONAL TBK PT

Brand Value: US$280 million

Headquarters: Jakarta

Year On Year Change: NEW ENTRY!

Industry: Insurance

Year Formed: 1956

Asuransi Astra started out in the 1950s as PT Maskapai Asuransi Buana but has been known by its current name since 1990. It is best known for its automotive insurance, and offers a Shariah product for vehicle cover, and also sells a wide range of other insurance products, cargo, oil and gas, marine hull and aviation, contractors’, motor vehicle, personal accident, liability, and health insurance. The brand sets out to differentiate itself through a focus on excellent customer service and support, having long operated a hotline for quick and easy access to support, and more recently by updating its Otocare mobile phone app, which makes it easier to get emergency help, make a claim and check the status of a claim. Advertising focuses on the sense of security people have when they are properly insured, and the care that Asuransi Astra provides to customers. Ads often show the happiness of older people who are customers of the brand. The brand’s tagline is #berkahsenyum (‘’thank you’’), which is used as part of its broader #smilesasablessing campaign. Asuransi Astra operates a CSR campaign promoting the importance of education, called Pijar Ilmu, and often runs competitions for members, offering prizes such as smartphones.