Nicholas Saputra fronts Tolak Angin's latest push to bring Indonesian heritage to the world

Sido Muncul has launched a new campaign for its flagship herbal remedy Tolak Angin, appointing actor and public figure Nicholas Saputra as its latest brand ambassador as the company begins the lead-up to its 75th anniversary celebrations in November 2026.

Created by Sparklink, the creative arm of Link Group, the campaign carries the theme "Dari Indonesia untuk dunia" (From Indonesia, for the world) and positions Tolak Angin as both a household herbal remedy and a symbol of Indonesian heritage with international appeal.

The campaign centres on a 60-second film that follows Saputra across a series of locations in Indonesia and abroad, highlighting the brand's roots while reinforcing its ambitions beyond the domestic market.

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According to Link Group, the campaign originated from a personal brief by Sido Muncul founder Irwan Hidayat, who wanted the anniversary initiative to showcase the company's longevity and the global acceptance of Indonesian-made products.

"We want to show the world that Tolak Angin is more than a remedy for masuk angin. It is a representation of Indonesia's true intelligence, perseverance, and pride," said Hidayat.

Sparklink developed the campaign with a focus on maintaining Tolak Angin's established brand equity while strengthening its relevance among younger consumers.

"With a cinematic yet grounded approach, the film was designed to help Tolak Angin speak more closely to a new generation while continuing to carry pride in the heritage the brand has built over decades," said Paul Sidharta, chief creative officer at Sparklink.

A key element of the campaign is the selection of Saputra as the brand's new ambassador. He visited Sido Muncul's production facilities in Semarang before agreeing to the collaboration. According to the company, the visit included tours of the brand's herbal ingredient greenhouse, research laboratories and manufacturing operations, giving Saputra first-hand exposure to the production process behind Tolak Angin.

"I have always believed in what I recommend. I saw for myself how Tolak Angin is made, and I am proud to be part of this journey," said Saputra.

The film features narration delivered entirely in Saputra's own voice and incorporates cinematic-style captions designed to help the campaign resonate across both digital and traditional viewing platforms. It culminates in Tolak Angin's longstanding brand messages, "Jangan mau dibawa angin" and "Orang pintar minum Tolak Angin".

For Link Group, the campaign adds to its portfolio of work for major Indonesian brands. Founded in 2014, the group works across creative, media, digital and entertainment-led brand initiatives, and counts companies including Mayora, GarudaFood, Nutrifood and Charoen Pokphand among its clients.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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