Jakarta, May 2013 – Market leader Danar Hadi Batik has appointed Fortune PR to handle brand strategy and integrated communications campaign for the next 12 months after a competitive pitch in from January to April 2013. Fortune PR is tasked to develop brand communications strategy and run an integrated communications campaign to refresh batik as a modern fashion concept, since batik is considered to be old fashioned by some people.
Founded in 1912, Danar Hadi is one of the pioneers of batik industry in Indonesia. It had launched some apparel brands such as Danar by Danar Hadi, DanarHadi, Danar Hadi Sport, and Danar Hadi for Kids. Not only that, Danar Hadi has also expanded into other businesses like furniture, textile manufacturing, and tourism site. House of Danar Hadi in Solo is famous for its batik museum, Ndalem Wuryaningratan and Soga restaurant.
Diana Santosa, Managing Director of Danar Hadi, said that Fortune PR is chosen for its strategic and creative concept. Danar Hadi expects the partnership with Fortune PR can create positive synergy to revitalize and activate Danar Hadi brand as the number one batik producer in Indonesia.
“We are very enthusiastic to add Danar Hadi into our portfolio. It is an honor to work with one of the most established Indonesian brands. We will do our best and be as creative as possible to leverage Danar Hadi as a modern brand with traditional roots,” said Ayu Meganingrum, Associate Director of Fortune PR Healthcare & Consumers.
Batik industry in Indonesia has grown faster in recent years, especially after UNESCO has inscribed Indonesian Batik as one of the Intangible Cultural Heritage of Humanity. According to Wiendu Nuryanti, Indonesian Deputy Minister of Education and Culture, the growth of batik industry in Indonesia has exceeded over 300 percent in the last 3.5 years. The batik industry is expected to grow even more in the future as batik companies start to accommodate fashion trends into their products.
More information about Danar Hadi Batik can be found at www.danarhadibatik.com