Asia-Pacific Power List 2025: Ricky Afrianto, Mayora Indah

Ricky Afrianto

Director and global marketing director
Mayora Indah
Indonesia
Member since 2023  

Ricky Afrianto has Cicero’s (the outspoken Roman politician who lived from 106-44BC and ran a marketing academy) quote as his e-signature. It reads “If you want to persuade me, think my thoughts, feel my feelings and speak my words”, with ‘me’ referring to the consumer. 

Returning to this list for the third year, Afrianto comes with a long list of achievements he helped Mayora gain in the last year. Both Le Minerale (mineral water) and Kopiko (the coffee mix) are market leaders in the Philippines, with the latter accounting for a 48.5% share of the market. As a publicly listed company in Indonesia, Mayora grew by 15% in 2024, maintaining its leadership in biscuit, cereal, ready-to-drink and mineral water segments.

As one of the top three FMCG advertisers in Indonesia, Afrianto has an eye on every dollar spent on marketing, consistently iterating on the brand, its channels and the messages Mayora presents to its consumers. In 2024, its collaboration with K-drama through the product placement of Kopiko was very successful, as was its partnership with  Korean superstar Song Hye Kyo to launch Collagena in Indonesia. Meanwhile, the campaign showcasing Le Minerale’s association with the Indonesian football team, which was launched on independence day, went viral.

Championing sustainability, Afrianto has steered Mayora to partner with Recycle Association and drive a circular economy. He is an active speaker at various universities and marketing forums—not only in Indonesia but across ASEAN and Korea. He is a board member of MMA Indonesia and a distinguished member of the Marketing Enthusiast Club (MEC).

While Mayora is effectively traversing the digital ecosystem, Afrianto is still of the belief that digital has fully proven its effectiveness in the FMCG space. Thus, in the next five years, he sees himself still trying to understand how marketing works in the new digital era, especially with the advent of AI and its affiliates.