Bates 141 Indonesia reclaims Ultra Jaya Mimi account

The agency had previously lost the account in 2008 but has now reclaimed it from incumbent TBWA.

It has been appointed as the agency-of-record for the product and will be looking at how to help the brand further engage with its consumers at all relevant touch points and to start new conversations.

The Mimi brand is Ultra Jaya's line of UHT milk targeted to children available in chocolate and strawberry flavours. 

"Ultra Jaya is a homegrown brand and we are thrilled that the brand returns to Bates 141 - after all, we had launched Mimi. This is a great strategic and creative opportunity for us to relook at the children's segment of the milk market in a culture where drinking milk becomes less prevalent once consumers 'grow up,'" explained Shubho Sarkar, chief executive officer at Bates 141 Indonesia.

Bandung-based Ultra Jaya is a leading dairy and aseptic/ UHT beverage manufacturer in Indonesia.