Sido Appears Collaborates With Rhenald Kasali To Star In Latest Ads Against The Wind

JAKARTA - PT Industri Jamu Dan Pharmacy Sido Muncul Tbk (Sido Muncul) continues to be committed to making herbal medicine a choice of a healthy lifestyle for all people. One of these efforts is done through advertising.

In the latest advertisement of Tolak Angin Anak, Sido Muncul collaborates with academia and business practitioner, Prof. Rhenald Kasali, Ph.D. Rhenald's wife, namely Elisa, who is an activist, PAUD observer and founder of TK Kutilang Rumah Perubahan, is also partnered with this advertisement to strengthen the image of herbal medicine as a product relevant to today's lifestyle.

The advertisement takes the background of Rumah Perubahan and TK Kutilang Rumah Perubahan owned by Rhenald Kasali, in Jatipuri, Bekasi, which represents the spirit of across generations. Through this collaboration, Sido Muncul hopes that herbal medicine is not only known as a cultural heritage, but is also in demand by all ages, from children to adults.

Director of Sido Muncul, Dr. (HC) Irwan Hidayat, said that the selection of Rhenald Kasali's figure was not only due to his academic background, but because he was a loyal consumer of Tolak Angin for a long time.

As a figure who is widely known in the field of education and entrepreneurship, his presence in this campaign is considered to be a tangible form of trust in the quality of Sido Muncul products.

"We chose Mr. Rhenald and Mrs. Elisa because since high school he has been a consumer of Tolak Angin for 35 years. This is a symbol of trust and this trust issue is important because the goal of a product is trusted by consumers," said Irwan, quoted on Sunday, June 1.

Irwan added that this trust is important in accordance with the message he wants to convey to the latest advertisements for Tolak Angin Anak. He also wants herbal medicine to be of interest to all circles, including children.

"We want to introduce this herbal medicine to the children. The goal is that the tradition of drinking herbal medicine begins early on. Don't let it disappear until it's recognized by UNESCO," he said.

To be able to introduce herbal medicine to children, said Irwan, parental trust is also crucial. For this reason, Sido Muncul ensures that his products go through a rigorous and tested process.

We have conducted toxicity tests and efficacy tests conducted with Sanata Dharma University and Diponegoro University which ensure the safety of everyone who drinks Tolak Angin. We are risking by making products that we believe are not dangerous for children. This product is me, my son, my grandson all drink Tolak Angin," he said.

Rhenald Kasali is not a new face for Sido Muncul. He has starred in the advertisement for the leading herbal products in Indonesia several times.

However, his involvement is not merely as a promotional face. Rhenald Kasali admitted that he had long been a loyal consumer of Tolak Angin products, even before this product was packaged as modern as it is now.

He also believes that herbal products produced with scientific standards such as Tolak Angin have real and relatively safe properties due to minimal side effects. Therefore, according to him, this kind of herbal product should be the main choice for the Indonesian people.

"Don't just think about this herbal medicine because it's cheap, that's why the one below consumption. The middle class of Indonesia should be proud of Indonesian herbal medicine. Because I myself feel it. I went to school in America and took a PhD drink from Tolak Angin. I'm critical. I don't just consume because of advertisements. But I know the benefits," he said.

Moreover, according to Rhenald, currently herbal medicine producers such as Sido Muncul continue to innovate in developing their products to make them more modern and according to pharmaceutical standards. This scientific approach makes the quality of herbal medicine more secure, starting from toxicity tests to strict quality control.

"And what's interesting is that I learned that Tolak Angin is doing things that are not done by others. He did a toxicity test. There should be no insults. There should be no dangerous ingredients. Typical tests are carried out. Standards are pharmaceuticals. Then also quality control is guaranteed," said Rhenald.