A Heritage Brand, Ready to Speak to a New Generation
Project Background
With the launch of its Healthy Paint product line (Kansai Property, Pear Sheen Anti-Virus, and Anti-Mosquito), Kansai Paint needed to do more than announce features. It needed to build emotional relevance and reclaim digital mindshare—particularly among young homeowners, families, and design-conscious consumers.
The brand’s presence on social media was limited, its SEO visibility was just beginning, and the value of its innovations was buried under technical language. Kansai Paint didn’t just need a campaign, it needed a message that could move.
CLIENT
INDUSTRY
DISCIPLINE
Social Media Management
Multimedia, Photography and Videography
KOL Management
Digital Marketing & SEO
Website Development
TEAM
Social Media Management – Angel Marchella
Multimedia, Photography and Videography – Azi Azizi
KOL Management – Rinaldo Amrius
Digital Marketing & SEO – Ivana Priskila, Bella Almira Siregar
Website Design & Development – Amelia Ivanka, Dode Agung Asmara
#AmanTerus: From Product Features to Everyday Protection
The heart of our strategy was built on one unifying idea: #AmanTerus. More than just a tagline, it captured the invisible threats Kansai’s Healthy Paint protects families from—bacteria, viruses, and mosquitoes.
Instead of communicating only technical product features, #AmanTerus reframed the message into an emotional promise: with Kansai Paint, “Aman Terus” isn’t just a saying—it’s 24/7 protection for homes, families, and peace of mind.
The phrase was deliberately chosen for its flexibility, able to carry different product strengths while staying consistent across every channel. At the same time, it tapped into a familiar Indonesian habit: when asked “Aman ga nih?”, people often respond with “Aman aja” or “Aman terus.” With Kansai Paint saying “Aman Terus” is no longer just small talk, it’s a reflection of real, lasting protection that showcases the product’s advantages in a relatable way.
The strength of the phrase lies in its versatility:
- For Healthy Paint benefits
- #AmanTerus dari Bakteri
- #AmanTerus dari Bau
- #AmanTerus dari Lembab
- #AmanTerus dari Nyamuk
- For everyday Indonesian life
- #AmanTerus dari Kelupas
- #AmanTerus dari VibeHorror
- #AmanTerus dari Jamur
- #AmanTerus dari Tetangga Berisik
- #AmanTerus dari Warna Kusam
Social Media Management
Editorial planning, execution, and optimization of educational and brand-aligned content across platforms
Creative Production
Digital Marketing & SEO
Website Design & Development
Designed a landing page to enhance the Healthy Paint narrative, implemented new CMS, and improved page structure
Brand Strategy
Campaign development (#KeepItGoing), message consistency, and adaptive brand positioning across all formats
From Legacy Presence to Measurable Momentum
Social Media Management
Creative Production
- Photo and video assets supported use across Instagram, TikTok, YouTube, and WhatsApp
- Delivered both short-form reels and static creatives for boosted posts and KOL amplification
KOL Management
Digital Marketing & SEO
Website
