Maudy Ayunda joins Oatside as face of mindful consumption push

Indonesian popular singer and actress Maudy Ayunda has been named brand ambassador for Oatside, as the oat milk company doubles down on lifestyle relevance and mindful daily choices.

Known for both her public profile and academic credentials, Ayunda reflects the values Oatside aims to champion: mindfulness, curiosity, and conscious consumption. She represents a generation that chooses with intention - in learning, living, and daily habits.

Oatside, founded in Singapore in 2020, has built its reputation around fun yet functional oat-based products. Its messaging has always played at the intersection of quality and sustainability, and with Ayunda, that narrative now extends into lifestyle territory.

Don't miss: Oatside and CASETiFY bring creative expression back to school in new collaboration

Jakarta Fair 2025 has served as the activation ground for this refreshed message, with Oatside hosting its 'Ahli-nya Oatm*lk' experience booth at JIEXPO Kemayoran. The campaign is centred on everyday accessibility and repositions oat milk not merely as a trendy alternative but as a daily companion in productivity and wellness.

The activation features educational components, tasting experiences, and a highlight appearance from Ayunda herself in a meet-and-greet and collaborative matcha making session.

"Even though I had to brave the traffic, I'm super happy because I got to make matcha and have fun with all of you!" Ayunda said in a social media post, inviting fans to come by, as the event runs until 13 July.

Benedict Lim, founder and CEO of Oatside, noted that the campaign also serves as an opportunity to reintroduce the brand's nutritional strengths. "The overwhelming enthusiasm for Oatside's coffee variant last year proves that the Indonesian market is ready to celebrate oatm*lk in all its forms," he said, as quoted by Fimela. 

Oatside is produced in the mountainous region of Bandung, Indonesia, and is primarily available across Southeast Asia, including Indonesia, Singapore, Malaysia, Thailand, and the Philippines. According to its website, the brand is also available in markets such as South Korea, Taiwan, and Hong Kong.

In 2022, Indonesian coffee chain Janji Jiwa teamed up with Oatside to launch a special oat-based drink menu featuring three new variants: Aren Oat Latte, Earl Grey Oat Latte, and Matcha Oat Latte. "The combination of plant-based milk flavours and coffee is often a barrier for people who want to start adopting alternative milk," said Jiwa Group CEO Billy Kurniawan at the time, highlighting that Oatside's quality had already earned approval from many baristas across Asia.

Fast forward to 2024, Oatside partnered with another beverage brand, Haus!, to launch the Oat Coffee Caramel Macchiato - a creamy, oat-based drink tailored for young consumers and suitable for the lactose intolerant, marketed with the playful 'nikmOAT banget' tagline.

Related articles:
Oatside picks media agency in Malaysia to help grow presence
Jiwa Group bolsters brand growth with new marketing director role
Oatbedient comes to life in new whimsical campaign film