Who we are

We're Jakarta-based, 5 years young, a brand, marketing, and communications consultancy committed to helping brands in Indonesia and Southeast Asia boost their image and sales.

We help local and regional brands of all kinds find their path to short-term and long-term revenue and brand growth. 

We believe that growth, done right, can lead to meaningful change in business, society, and the planet.

And we know that when brands connect with their stakeholders on a deep emotional level, it creates brand loyalty and love—what we call "brand affinity."

Our people

We're a team of marketers, strategists, brand specialists, and communicators who help businesses explore their growth opportunities and break the status quo.

We're committed to driving positive change, for good.


Nick Pegman

Partner – Brand Strategy

Actions Behind a Strategic Idea

Nick believes that truly great brands - brands that inspire and align employees, engage and resonate with customers, and help organisations deliver impact and growth in the marketplace - are based on a combination of purpose, relevance, focus and surprise. That’s what Affinity Brands defines as 'brands that mean business'. 

Has worked with: XL Axiata, Lippo Group, Equity Life Insurance, Indosat, AXIS, Maxx Coffee, Bali Hai Breweries, Bintang Beer, Telenor, F&N Foods, Bayer, Nestle, Lippo Homes, Axiata Group, CCM Group & Berca Retail, The Time Place Group and many more. 

Is an expert in: Providing strategic advice to business owners, investors and C-suite on branding issues; Developing clear, credible, compelling brand strategies; Helping organisations articulate and deliver purpose; Helping businesses realize the power brand internally and externally


Anirban Ganguly

Partner – Marketing Strategy

Building Brands to Drive Growth

Anirban delivers breakthrough brand, marketing and business growth programs that grow awareness, deliver profit and increase team pride. He brings sense and sensibility - a blend of analytics and creative thinking - to everything he does. His core strength is in designing customer experiences that fuel business growth, increase consumer demand, garner a greater share of wallet, and brand affinity that competitors envy. 

Has worked with: Astro Malaysia, Digi Telecommunications, Danone, Grameenphone, McDonald’s, Standard Charter Bank, J&J, Unilever, IKEA and Maybank Etiqa Insurance to name but a few. 

Is an expert in: Creating simple and intuitive brand, employee and customer experiences; Improving brand operations to help companies deliver on their brand promise and deliver brand value; Articulating clear strategic direction for brands; Where brand experience meets the boardroom.


Fardila Astari

Partner – Strategic Communications

Communicating in Meaningful Ways

Fardila is responsible for communications and PR strategy. The first thing you should know about Fardila is that she loves a challenge. Whether it’s mastering communications strategy or finding the most impactful and dynamic way to articulate a client’s simple truths - Fardila is ready. Having worked across many markets and many business-types, she has honed the power of impact with simplicity and delivers clear and confident communications solutions. 

Has worked with: International Management Consulting Firms, Local Communication Consulting Firms, International Donors Agencies, International and Local NGOs, Private Sectors and Government of Indonesia. 

Is an expert in: Strategic communications; developing, implementing and coordinating outreach programmes; Creating brand voice and tone; Communicating brand value, simply; Developing strategic storytelling.


Business impact

Our senior-level expertise, gained across years and industries, gives us the insights to help you achieve your goals.

Internationally: Our team has helped some of the world's leading brands build powerful and enduring connections with their customers, including Axiata, Etisalat, Telenor, Village Roadshow, Saudi Telecom, Changi Airport, Asia Pacific Breweries, France Telecom, Qatar Financial Centre, Aramex Logistics, Y3, F&N, Nestle, Westpac Bank, St. George Bank, and AMP Insurance & AMP Banking.

In Indonesia: From helping XL Axiata, Indosat, Telkomsel, and Axis change how Indonesians enjoy their favourite beers with Bintang Beer and Bali Hai, to delivering quality coffee drinking occasions with Maxx Coffee and Maxx Corner, to repositioning and focusing health brands for Bayer, to crafting engaging customer-focused shopping experiences with Electrolux, Vivere Collection and The Time Place, to helping people select their next lifestyle and living experience with Lippo Homes and Aryaduta Hotels, we've helped some of Indonesia's leading brands achieve their goals.

Why work with us?

  1. We see things realistically and make decisions based on what is possible and achievable.

  2. We work closely with you to understand your business challenges to find solutions that work best for you.

  3. We have a collaborative approach to helping businesses navigate their way forward.

Delivering impact & growth

We help brands of all sizes in Indonesia and beyond shape, craft, create, and deliver bold, market-leading experiences that cut through the noise and drive growth and reputation.

We blend our deep experience in brand strategy, marketing, design, and experiences to harness the power of brand for business growth and sustainable competitive advantage.

When you'll need brand growth strategy

Your brand is a powerful asset that can help you achieve your business goals, regardless of where you are in the business cycle.

We'll help you cut through the clutter and noise to create and deliver brand-led strategies, design, expression, and engagement that drive impact, growth, and reputation.

Launching a new product or service brand into the market

Pivoting, repositioning or expanding your business or brand/s

Merging an existing business, or acquiring a new business

Wanting to align and engage your employees and partners

Let's talk today