XL: We Are More

XL has released its new brand campaign, “We Are More”. Targeting the progressive Indonesian families, XL believes that when people come together, they don’t become one... they become more. The brand took a call to reposition itself to be relevant not just to the individual, but to the entire family. This involves innovation across products, offers and packages that prove to be more convenient as well as cost-effective for Indonesian families. Developed by M&C Saatchi Indonesia, the campaign talks about the progression in the life of a subscriber as she goes through many different stages while staying close to her loved ones, and the ones who support her success, including XL. Through her seamless journey through life, the film demonstrates XL’s unwavering loyalty to its users across the country, every step of the way. The song in the background narrates her life’s story – “I sing a thousand love songs, I write a thousand tales, the time that belongs to us, belongs to us”.