Sido Muncul Tunjuk Nicholas Saputra jadi Brand Ambassador Terbaru

Photo: Dok. Sido Muncul

JAKARTA - PT Industri Jamu Dan Farmasi Sido Muncul Tbk (SIDO) officially appointed actor Nicholas Saputra, as the latest Brand Ambassador for the legendary Tolak Angin product in Jakarta on Monday, May 18.

The strategic steps announced at the event entitled New Commercial and Brand Ambassador Launch at the House of Jamu, Cipete, South Jakarta are part of the company's innovation ahead of the 75th Anniversary celebration which will fall in November 2026.

Through this collaboration, the herbal medicine manufacturer launched a new advertising campaign themed From Indonesia to the World with the aim of encouraging young people to consume nutritious herbal medicines that have been scientifically tested, as well as strengthening the image of local products that can compete in the international arena.

Sido Muncul President Director, Dr. (H.C.) Irwan Hidayat, explained that the long journey of this herbal product proves its feasibility to be accepted in various countries.

Sido Muncul is currently conducting intensive research to ensure that the health benefits of each product are based on strong scientific data, not just relying on traditional experience.

In order to support this commitment, management has equipped their facilities with pharmacology laboratory facilities, modern testing equipment, and competent experts.

"This time we are launching the Tolak Angin ad with the advertising star Nicholas Saputra. So it represents the generation so that the current generation of children also understands the content of the message from this ad," said Irwan Hidayat.

Sido Muncul's Marketing Director, Maria Reviani Hidayat, said that the promotional material showed how the actor visited the factory in Central Java to inspect the production process in detail, from material sorting to strict laboratory testing stages. Nicholas' involvement in this campaign is considered very appropriate because he represents a modern, intelligent, active, ethical figure, and is very critical and selective before being willing to represent a brand.

"So this ad tells the story of Nicholas Saputra's journey in finding out about this Tolak Angin product. So he goes to the factory, later he sees how we choose the raw materials, the manufacturing, the research," he explained.

The presence of Nicholas Saputra also continues the relay of the Tolak Angin brand communication which was previously represented by popular figures such as Rhenald Kasali and Andy F Noya.