XLSMART
From a merger to a movement
Born from the landmark merger of XL Axiata and Smartfren, XLSMART represents more than just two telcos joining forces—it signals a nation confidently stepping into its digital future. Alongside our partners at The Council, we supported XLSMART from its integration through to the launch of its bold new identity: a unified, people-first platform built to serve over 94.5 million Indonesians.
Transforming vision into action
Our role was to provide strategic clarity and cohesion to a complex transformation involving thousands of employees, diverse stakeholder groups, and overlapping customer segments across the archipelago. With XLSMART’s leadership and teams, we co-created a strategic narrative that positioned XLSMART not only as a connectivity leader but also as a future enabler for all Indonesians.
The core idea—“Go Beyond, Together” (“Bersama, Melaju Tanpa Batas”)—became more than just a tagline. It was a rallying cry that shaped internal alignment, external messaging, and network-wide activation.
Bringing strategy to life across stakeholders
The true test of strategy is in execution. Our partnership with The Council and XLSMART’s internal teams focused on embedding the brand narrative and strategic vision deeply across all stakeholders.
For leadership, we co-designed integration moments—town halls, onboarding platforms, and vision cascades—that merged the two company cultures into a shared future. At the employee level, our narrative and training interventions energized teams, ensuring the brand story was both understood and owned.
Built to grow
Today, XLSMART is more than the sum of its legacy parts. What started as a telco merger has become a national platform for growth—grounded in purpose, powered by people, and amplified through storytelling. In an era of uncertainty and fierce competition, XLSMART offers a clear example: when strategy is clear, the story is inspired, and execution is localized, transformation isn’t just possible—it’s meaningful.
“We’re building a company that listens better, moves faster, and serves smarter. Whether in big cities or rural areas, XLSMART is here to ensure every Indonesian has access to the tools, networks, and experiences that matter.” —Rajeev Sethi, CEO, XLSMART
Client Information
Client: XL Axiata and Sinar Mas
Sector: Telecommunications
Geography: Indonesia
Timeline: 2025
Work
Vision blueprinting
Positioning and value proposition
Stakeholder engagement and communication strategies
Leadership mentoring and executive workshop
Corporate narrative and verbal design
Collaboration / Delivery Partner
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