Airasia Super App Indonesia names head of marketing

Airasia Super App has appointed Boni Andika (pictured) as head of marketing for Indonesia. He is responsible for managing all the brands under the Super App, including airasia travel, travelmall, flights, hotels, SNAP, food, and more to come, reporting to CMO Michele Mattotti who joined in March this year. Andika was previously head of brand marketing for the delivery vertical which focuses on airasia food, airasia ride, and airasia xpress.

Airasia Super App Indonesia told MARKETING-INTERACTIVE: "Andika has shown outstanding performance in less than six months of joining airasia Super App Indonesia. Therefore, we believe his role expansion will bring a greater achievement as we are consolidating everything to strengthen our position in the industry."

Through engaging marketing strategies and immersive brand experiences, Andika and his team will strive to connect consumers to elevate the Super App's value offerings as a travel-led and lifestyle platform for consumers.

Meanwhile, Andika told MARKETING-INTERACTIVE that at airasia Super App, the team utilises data insights to personalise its approach in interacting with consumers. While the team customises its strategy and how it communicates with different groups, it still drives home a strong key message of "It's Super" across all its business verticals and campaigns through the most relevant and appropriate channels. Before airasia Super App, Andika worked at Ralali.com, RinggitPlus, and iPrice Group.

Separately, airasia food landed in Jakarta last month, going head-on with other giants such as GoFood and GrabFood. It expanded into Indonesia in March by making its services available in the Tangerang Raya area. While airasia did not explain why it chose Jakarta despite the saturated food delivery market, Delly Nugraha, country head airasia Super App Indonesia, told MARKETING-INTERACTIVE previously that the Indonesia market has a great opportunity for the company to grow while it strives to further stimulate the national digital economy.

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