The appointment was made in January, for one year, with the scope to cover strategy, creative, retail and digital. As category competition increases, the brief is to help them regain and retain market leadership.
Octocom is the incumbent.
Relaxa is a hard candy player targeted at young urban adults. It is produced by PT Agel Langgeng, which is part of major Indonesian conglomerate PT Kapal Api Group, which also owns Good Day Coffee, a client of Bates CHI Indonesia.
Shubho Sarkar, CEO at Bates CHI Indonesia, said Relaxa had seen its work and results for Good Day Coffee, which led to the appointment.
"The hard candy market is a cluttered one with tight competition in Indonesia," he told Campaign Asia-Pacific. "We look forward to partnering with our clients and creating big ideas for Relaxa to help them deepen their engagement with consumers and achieve their goals."
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