Many foreign companies setting themselves up in Indonesia would think that they need to drum up lots of media coverage to build their brands.
Not Greenvolt Power Indonesia though. It focussed foremost on connecting with the stakeholders that mattered most, with publicity and media coverage taking a backseat until it was ready to move into higher gear.
The company first came to Indonesia in 2021 as Emerging Solar Indonesia (ESI). For the first one and a half years it used Maverick, its PR agency, to identify and connect it to the people and organizations that were most important for its business to develop.
Together, they forged close relationships with Indonesian Industrial Estates Association (HKI), Indonesian Solar Energy Association (AESI), and Indonesian Employers Association (Apindo) to build credibility within the industrial and policy ecosystem, understand sector priorities from the inside, and position the company as a serious, long-term participant in Indonesia’s energy transition.
Fast forward to the present. With a solid foundation of networks and allies, ESI rebranded itself as Greenvolt Power Indonesia to reflect its growing maturity in the market and its intention to be seen as a long-term partner aligned with Indonesia’s industrial and energy ambitions.
While others might want to unveil its new branding via publicity stunt, Greenvolt Power Indonesia instead chose to mark the milestone by holding a roundtable with SUAR, involving the Ministry of Energy and Mineral Resources, HKI, and academia to facilitate a solutions-oriented discussion on industrial decarbonization, and inviting relevant industry players to exchange perspectives as peers rather than audiences.
The roundtable became a platform where policy context, industry realities, and private-sector capabilities could meet—allowing Greenvolt Power Indonesia to engage directly with decision-shapers and reinforce its role within the broader energy transition conversation.
In many ways, Greenvolt Power Indonesia has been able to achieve so much in such a short time because of its strategic use of public relations, to connect it to the people that matter most to its business.
The lowkey approach to its rebranding worked. When Channel NewsAsia held its summit on February 5 in Jakarta, Greenvolt Power Indonesia General Manager Adam Salter was interviewed by the regional broadcaster.
The first question they had centered on the company’s rebrand and what it meant for them and for Indonesia.
That provided them to speak on a subject dear to their hearts: the role of renewable energy in the development of Indonesia and how Greenvolt Power Indonesia could contribute to it.
More companies would do well to draw lessons from Greenvolt Power Indonesia’s approach.
