Arcade Jakarta appointed to Djarum Black

After a heavily fought pitch involving several of Indonesia’s top creative agencies, Arcade Jakarta has been appointed to the full brand agency assignment for Djarum’s iconic Black in Indonesia.

Djarum, which means needle in Indonesian has been one of the country’s best selling kretek (clove) cigarette manufacturers since its founding in the 1950’s. The iconic Black brand is distinguished by its black, flavoured paper and unique blend that has made it popular around the world.

A spokesperson for Djarum says: “These are critical times for the growth of one of our key brands, Black. So it was with extra vigilance that we reviewed the ideas and proposals for our marketing communication. Arcade stood out because of its key understanding of our consumer psyche and how they would harness that in powerful and impactful creative.”

General Manager of Arcade Jakarta, Dewi Theo, said: “This is a fantastic new direction for us. One of Indonesia’s leading companies and an institution which supports brave innovation and ideas. We’re truly thrilled to have this great opportunity with Djarum”