Music and motorsport bring community together
COMPANY Gudang Garam Tbk PT
BRAND VALUE US$2,071 million
YEAR ON YEAR CHANGE -1%
YEAR FORMED 1958
Surya is the name given to a full-flavor[JB1] , machine-rolled cigarette and a low-tar, low-nicotine variant called Surya Pro Mild. Pro Mild is sold at a cheaper price to the flagship Surya original product and is popular among young male smokers. The Surya name has a long-running association with motorcycling, under the banner “Suryanation”, and sponsors motorcycling expos and rallies which as well as motorsports also feature music. These events have helped establish a community around the brand. In 2016 and 2017, the brand has focused on Surya Pro Mild in its advertising, with TV and YouTube ads that show strong young men in stories of perseverance, passion for what they do, and the importance of strong friendships as a way to bring out the best in people. “Talent is bullshit. The real talent is when we never give up,” a recent ad says. CSR efforts include health and education programs and emergency help in the event of natural disasters. Gudang Garam has been listed on the Indonesia Stock Exchange since 1990, but it remains majority-owned by the Wonowidjojo family that founded the business.
[JB1]This is the category within tobacco – not a gushing description!