Our Work With Grab Shines at the Marketing Excellence Awards 2025 in Indonesia
Earlier this year, the Marketing Excellence Awards Indonesia celebrated the most impactful, insightful, and innovative marketing work in the region. The programme recognised brands and partners who drive measurable impact through innovative strategies, execution, and a deep understanding of Indonesian consumers.
For us at M+C Saatchi Performance, this year’s awards marked another important moment in our partnership with Grab, with multiple wins across categories that reflect the work our teams have been building throughout the year. From media strategy to innovation and brand storytelling, the recognition highlighted how closely integrated performance, insight, and creative thinking have become across Grab’s campaigns in Indonesia.
Across the categories judged, three wins particularly stood out for our teams:
In Excellence in Brand Strategy, Grab-in Ramadan, a campaign shaped around culturally rooted behaviour during significant festive moments, secured a Bronze. This work brought together regional insight, local nuance, and platform-first execution, and we’re proud to have partnered with Grab to bring it to life.
The gala night also brought a Gold win in Excellence in Marketing Innovation for AI Promoted Myself. The campaign explored how AI could be used to reach new realms of hyperlocal marketing by blending cultural nuance with AI innovation. The resonance with the use of real merchant photos allowed our target audiences to instantly recognise familiar neighbourhood faces and favourite dishes. Our involvement in shaping the media and strategy behind it played a key role in executing this campaign successfully.
In Excellence in Media Strategy, we were recognised twice with a Silver for Merdeka Melaju Dari A sampai Z, and a Bronze for the GrabFood Dine-Out Relaunch. Both campaigns demonstrated how targeted, insight-led media planning can influence visibility and action during key cultural and commercial instances for users. From Gen-Z celebrating independence in their own way to redefining dining out behaviours, each execution was built around how Indonesians act, search and choose across platforms.
These wins collectively reflect the kind of work our Indonesia team has been committed to delivering, which is fast to market, rooted in local behaviour, and designed to create award-worthy performance outcomes.
Grab also received several well-deserved awards in categories they led independently, highlighting the strength of their in-house marketing leadership. The brand took home Gold in Excellence in B2B Marketing for Hotel B2B2C – Bringing Indonesia Tourism to The Next Level, Together, a campaign that demonstrated how Grab continues to support industries at large. They also received recognition for Excellence in Consumer Insights / Market Research for Grab-in Ramadan, Excellence in eCommerce Marketing for Grab x Sprite – Thirst to Checkout, and Excellence in Out-of-Home Advertising for GrabMart MRT OOH – A Virtual Supermarket Shelf. Their work in Excellence in Viral Marketing for GrabExpress Instant Hemat also secured a Silver, showcasing the brand’s agility in tapping into trends and behaviour. And in one of the most special highlights of the evening, Melinda Savitri from Grab received Bronze for Marketing Leader of the Year, a testament to her vision and impact.
These recognitions paint a strong picture of the year so far, a brand willing to move fast and experiment, and a partnership built on insight, clarity, and shared ambition. For us at M+C Saatchi Performance, the wins reinforce the role we play in helping translate those ideas into measurable outcomes.
A huge congratulations to all teams involved and to Grab for a year of creatively ambitious work. We’re excited to continue building what comes next.
