Indosat Ooredoo

Company: Indosat Tbk PT

Brand Value: US$721 million

Year on Year Change: -20%

Headquarters: Jakarta

Category: Telecom Providers

Year Formed: 1967

Indosat Ooredoo provides mobile, fixed-line and internet services and is priced between the economy and premium alternatives, with a particular focus on young customers. In the past year it has seen a large decline in its number of users, and has been working to win back share through its new Unlimited package, promoted using the color yellow in advertising and across social media, with hashtags such as #Yellow1GB and #UnlimitedInstagram. Social media content from the brand tends not to be a hard sell, but rather features shareable content and information on trends, as well as updates on Indosat Ooredoo’s community work. CSR projects include establishing the Kartini Developer Academy for more than 1,000 female web developers, a project in 2018 to help housewives and farmers, and providing health aid to victims of natural disasters. Spanish footballer Lionel Messi has become a brand ambassador.