We defined a new opportunity for the business: a new generation of customers who are exploratory in attitude, seeking to expand their world to make the most of life. The strategy Fuel your Potential is centred on the idea of XL as enabler, a new type of Indonesian business that uses technology to reveal the future full of possibilities, delivering tools to empower consumers to take control.

We have translated this strategy through an approach to simplified and personalised products as well as the brand identity and activations.