The Power of Danone’s Storytelling to Uplift Sustainability

September 21, 2023

SPECIAL INTERVIEW: Arif Mujahidin Corporate Communications Director Danone Indonesia

Danone Indonesia, as one of the leading food and beverage companies, contributes to implementing Sustainability.

Danone is one of the world’s leading food and beverage companies that focuses on nutrition and healthy food products Founded in 1919 in Barcelona, Spain, by Isaac Carasso, Danone has grown into a global company with a presence in more than 120 countries. In Indonesia, with more than 14,000 employees throughout Indonesia, Danone Indonesia was born with the idea and commitment of the nation’s children to support consumer nutrition and hydration through the vision of “One Planet One Health”.

Arif Mujahidin, Corporate Communications Director, Danone Indonesia, shared insights with IABC Mid-Year Conference participants (14/7/2023) regarding Danone Indonesia’s mission in supporting Sustainability.

In preserving water resources to maintain water quality and quantity, Danone takes concrete action through one of the programs, by planting 2.5 million trees in 15 watersheds and providing access to clean water sources to half a million Indonesians.

“We want to bring health through food to as many people as possible, this is Danone’s mission today.” explained Arif.

Arif Mujahidin Danone Indonesia
Arif Mujahidin, Corporate Communications Director, Danone Indonesia explaining Danone's vision in providing health to the community at the IABC Mid-Year Conference 2023 in Jakarta, Friday (14/7/2023).

When running the program, Arif explained that this must be balanced with good communications.

Danone communicates the programs to stakeholders using content and storytelling strategies. “Good content is the foundation of effective communications to build trust, the content created must be able to communicate messages, educate readers, and persuade audiences. This can be done by using a storytelling strategy.” stated Arif.

Arif underlined four important elements that must be considered when implementing brand storytelling.

“The first is the importance of authenticity in delivering stories. Second, a deep understanding of the audience is an important factor, because the message aimed at children will be different from that aimed at mothers or students. Third, personalizing the content or information is also a key factor in brand storytelling. Last, the use of data is also an important component in delivering effective brand stories.” Arif explained.

Arif Mujahidin Danone Indonesia
Appreciation to Arif Mujahidin, Corporate Communications Director, Danone Indonesia as panelist session 2 IABC Mid-Year Conference given by Elvera N. Makki, President, IABC - Indonesia Chapter, and Founder & CEO VMCS Public Relations.

However, that doesn’t mean this is free from obstacles. Arif also explained the challenges currently faced, that anyone can create and consume content, which can lead to unhealthy competition and the emergence of hoaxes. He emphasized, “The emergence of various content and increasingly mushrooming platforms also becomes a daily challenge to create effective and interesting communications. But, remember that every challenge always comes with great opportunities. Face it and be a part of it. That’s how we grow.” closed Arif.