What Are the Hashtag Asia Awards?
The Hashtag Asia Awards are an annual Asia-Pacific social media awards program now in its 5th edition. The event is organized by MARKETING-INTERACTIVE, a leading international marketing publication widely recognized as one of the primary resources for marketing, brand, and communications professionals.
The awards cover 40 categories and are open to brands and agencies from across the Asia-Pacific region. Each entry is evaluated by an independent panel of judges consisting of senior marketing leaders from various industries. Judging is based on a combination of creativity, cultural relevance, quality of execution, and business impact that can be proven through data and tangible results.
Being named a finalist in this competition means that a digital marketing campaign has passed a rigorous selection process and has been deemed worthy of standing alongside the largest global brands in the Asia-Pacific region. This includes multinational companies with far greater marketing resources, such as Unilever, Coca-Cola, Amazon, Cathay Pacific, and others.
PT Mataram Paint: Two Nominations at Once
PT Mataram Paint, an Indonesian-based manufacturer of wood and metal paints founded in 1950, has officially been named a finalist in the 2026 Hashtag Asia Awards in two categories. Moreover, it is the only building materials company to make the finals alongside other categories that are more popular on social media, such as FMCG, beauty, tourism, and technology.
This achievement is particularly noteworthy because the two nominations stem from two very different market approaches. One campaign aimed to build a new brand in the urban segment, while the other focused on educating communities of craftsmen and professional users in rural areas. Despite their differing strategies, both successfully demonstrated measurable business impact and earned recognition at the Asia-Pacific level.
For PT Mataram Paint, this is more than just a marketing communication achievement. Above all, these two campaigns serve as validation that a deep understanding of market needs can drive tangible business growth, whether through a social media-based approach or through community education that brings the brand closer to end users.
1. The Best New Brand Launches on Social Media #COLORhematcakep: A New Paint Brand’s Breakthrough for Urban Lifestyles
The first nomination is for the COLOR brand, a line of wood and metal paints launched by PT Mataram Paint in February 2025. This brand is designed to deliver high-quality, specialized paint performance at a price that is more affordable for young urban consumers.
From the very beginning, COLOR has prioritized social media as its primary communication channel. Collaborations focused on creators with relevant audiences in the areas of home, renovation, decor, and lifestyle, ensuring the brand’s message was conveyed naturally through content that resonated with consumers’ daily lives.
In the first six months, this initiative successfully generated millions of total views on TikTok and Instagram, with engagement rates far exceeding the average for the home and renovation categories. In addition to generating strong brand awareness, the results were also reflected in increased sales across several target cities.
This proves that launching a new brand doesn’t always require a large advertising budget, but rather a combination of proper positioning, relevant messaging, and consistent execution.
2. Best Social Media Partnership with an Influencer Educating the Public About the EMCO Paint System Through Humorous Content Generates Organic Engagement
The second nomination took a different approach, focusing on rural Javanese communities. PT Mataram Paint partnered with a father-and-son influencer duo from Purworejo, known for their authentic Javanese humor that resonates with people’s daily lives.
A key aspect of this collaboration was training the influencers on proper painting techniques using the EMCO Primer, EMCO LUX, and EMCO Thinner B product lines. As a result, the influencers were able to create educational content that is not only entertaining but also offers practical value to their audience.
This initiative successfully reached and engaged millions of target audiences across multiple platforms. One tutorial video even reached 5 million views on TikTok organically without paid advertising, with an engagement rate far above the average for technical products like paint and building materials.
For PT Mataram Paint, this proves that technical education can be presented in a relevant way without losing its substance, and can even reach communities that have traditionally been difficult to engage through formal communication channels.
Two Strategies, One Shared Commitment
For architects, contractors, interior designers, and procurement teams working with material specifications, these two nominations send a clear message: PT Mataram Paint continues to adapt to market changes without straying from the technical foundation that has been its core strength for decades.
On one hand, the company has successfully built a new brand that resonates with young urban consumers through a social media-based approach. On the other hand, investments in educating the professional user community continue to serve as the spearhead for product adoption in the field.
Through the EMCO painting system comprising EMCO Primer, EMCO LUX, and EMCO Thinner B, PT Mataram Paint continues to emphasize the importance of a high-quality finish that not only looks good but also offers durability suited to Indonesia’s tropical climate.
The inclusion of two distinct campaigns among the finalists for the 2026 Hashtag Asia Awards demonstrates that marketing innovation and product quality can go hand in hand. This recognition also positions PT Mataram Paint among global brands deemed capable of creating business impact through communication strategies that are relevant, measurable, and closely aligned with market needs.
