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Company: Hanjaya Mandala Sampoerna Tbk PT 
Brand value: US$7,366 million
Year on year change: 25%
Headquarter city: Jakarta 
Industry: Tobacco 
Year formed: 1989 
A Mild was the first Indonesian brand of machine-rolled mild cigarette, known as SKM Mild, so launched not just as a new brand but as a whole new category in the cigarette market. The brand is one of the biggest advertisers in the category, and has increased its market share by 0.5 percentage points to 14.9 percent in the past year. A Mild has distinctive branding compared to other cigarettes in Indonesia, playing with the idea of paradox and strangeness.
The cigarette market in Indonesia will be affected by an increase in tax on tobacco products from 2017 as the government tries to reduce smoking. There are significant restrictions on the marketing of tobacco products, and advertising is heavily regulated; advertisements cannot show the product, the shape of the product or anybody actually smoking, but spending in this category is very high.
Philip Morris International has taken a stake in Sampoerna. PT HM Sampoerna is listed on the Indonesia Stock Exchange, and PMI is listed on the New York Stock Exchange.