Garuda taps Mitsubishi, OT Group for ‘Sky explorer’ marketing universe
Garuda’s cross-sector campaign unites airlines, auto, FMCG, and comics into a marketing-first experience
Garuda Indonesia is taking its “Sky explorer” IP further with a fresh twist: a cross-industry marketing push that unites air travel, automotive, FMCG, and youth-centric storytelling into one cohesive brand universe.
In its latest iteration, the airline has partnered with Mitsubishi Motors and OT Group to create a campaign that connects experience, movement, and consumer lifestyle.
This article breaks down the campaign’s core activations, explores how brands are turning co-branded IP into a marketing asset, and explains why this cross-sector model could signal a new playbook for marketers looking to move beyond siloed campaigns.
Short on time?
Here’s a table of contents for quick access:
- What is the Sky explorer campaign?
- How Mitsubishi Motors is leaning into experience marketing
- OT Group’s youth push with Crystalin and Tango
- What marketers should know
Patrecia Meliana
What is the Sky explorer campaign?
Sky explorer began as a creative IP rooted in the idea of journey and discovery. In 2025, Garuda Indonesia scaled it into a multi-brand collaboration involving physical activations, limited-edition products, and on-ground consumer engagement.
The centerpiece of this year’s campaign was the Garuda Indonesia Travel Fair (GATF) 2025, held from October 16 to 19 at the Nusantara International Convention Exhibition (NICE), Pantai Indah Kapuk 2. Mitsubishi Motors showcased its new Mitsubishi Destinator SUV, offered as the grand prize for the fair’s top spender, and featured in other promotional programs.
OT Group, known for its household beverage and snack brands, launched the “Sky explorer: Exploration of happiness” campaign. This came to life through special-edition Crystalin bottled water and Tango Brownies Crispy packs, with packaging designed by local comic IP Tahilalats.
How Mitsubishi Motors is leaning into experience marketing
Mitsubishi’s involvement wasn’t just a sponsorship. It was a calculated branding move tied to its 55th anniversary in Indonesia. According to Intan Vidiasari, General Manager of Marcomm and PR at MMKSI, the collaboration reflects Mitsubishi’s commitment to “growth and movement alongside society.”
At the event, four Mitsubishi Destinator units were put up for promotional programs, including the top spender prize. The vehicle itself became a storytelling device, representing freedom, exploration, and modern travel. Attendees interacted with the car at Mitsubishi’s exhibition booth, which featured immersive design walkthroughs, branded games, and exclusive merchandise.
Garuda Indonesia also activated a program called “Booking battle to Destinator – GATF Top Spender 2025,” blending loyalty, incentives, and brand engagement into a single mechanic. It allowed both brands to link mobility and travel experiences with consumer rewards.
OT Group's youth push with Crystalin and Tango
OT Group focused on integrating Sky explorer’s creative IP into its product ecosystem. Its limited-edition releases of Crystalin (330 mL, 600 mL, and 1500 mL) and Tango Brownies Crispy (35g pouch) featured bold, offbeat illustrations from Tahilalats that leaned heavily into themes of joy, curiosity, and exploration.
This partnership wasn’t just about co-packaging. It reflected OT Group’s intent to align with younger audiences through creativity and values-based branding. CEO Donny explained that Garuda symbolizes aspiration, while Tahilalats represents youth creativity. Together, the collaboration seeks to “bridge the happiness of enjoying our products with the spirit of exploration.”
The campaign was launched at Lippo Mall Nusantara on October 12, with interactive booths and product showcases drawing significant engagement over three days. Products were sold on Garuda flights, in Experience Stores, and through nationwide retail channels.
What marketers should know
Marketers looking to build lasting brand equity through partnerships can take several lessons from Garuda’s Sky explorer strategy.
1. IP collaboration is a growth lever, not just a creative exercise
Garuda is transforming Sky explorer into an asset that flexes across industries. By attaching this IP to cars, snacks, water, and airlines, each brand benefits from shared equity and narrative depth.
2. Packaging is becoming a storytelling platform
OT Group’s special editions show how physical products can deliver cultural relevance, not just shelf appeal. Messaging, illustration, and co-branding are now part of the marketing funnel.
3. Youth culture thrives on crossovers
From comics to cars to airlines, this campaign speaks to a generation that values creativity and collaboration. Gen Z wants products that reflect their worldviews, not just serve functional needs.
4. Events still drive tangible brand impact
Physical touchpoints like GATF and retail activations added real momentum to the digital narrative. Brands should consider hybrid approaches that build energy both online and offline.
