Leading with Insight, Creativity, and a D.A.R.E. Approach to Marketing
Sergio Ticoalu
Head of Marketing
Infinix Indonesia
Leading with Insight, Creativity, and a D.A.R.E. Approach to Marketing
Sergio Ticoalu
Head of Marketing
Infinix Indonesia
During the 2020 pandemic, Jakarta was in lockdown, and consumers were looking for an escape, but premium gaming phones were out of reach for most. Sergio Ticoalu, Head of Marketing at Infinix Indonesia, saw a rare opportunity to disrupt the market. Rather than following a cautious path, he repositioned Infinix as the go-to brand for gamers seeking high-performance devices without the premium price tag. Grounded in a deep understanding of consumer behaviour, Sergio identified a growing tension: while gaming was booming, everyday users had no accessible device to deliver a proper gaming experience. He turned this insight into action, launching a campaign in collaboration with MLBB and PUBG Mobile that brought gaming within reach for the mass market. The results were transformative. Infinix surged to become the top-selling smartphone across Indonesia’s major e-commerce platforms, proving the impact of aligning brand strategy with real consumer aspirations. Sergio’s approach combines creative boldness with strategic rigour. A law graduate from Universitas Sam Ratulangi, he has built over a decade of experience at leading technology and telecom brands, including Sharp, Kwai Inc., and XL Axiata. At Infinix, he has driven initiatives that go beyond product promotion: the Infinix Gaming School cultivates emerging esports talent across Indonesia. He also spearheaded product launches for the Infinix NOTE 50 Series and AIoT devices in early 2025 and even created the short movie ‘In Front of Us’, a narrative on school bullying that won the prestigious Pinasthika Award, reinforcing the brand’s relevance in a competitive tech landscape. Known for turning insights into impact, Sergio actively shares Infinix’s marketing journey on LinkedIn and Instagram. Sharing with TradeFlock, he reminisces about his work, journey and strategies that help brands meet consumers at the intersection of frustration and aspiration.
Which hurdle at Infinix taught you the most, and how did you succeed?
Breaking through Indonesia’s mid-low smartphone segment was one of the biggest challenges we faced at Infinix. It’s crowded and competitive and often pushes brands to compete on price alone. To stand out, we had to stop playing where everyone else was and find a real white space for the brand. We went back to the consumer, digging into their behaviours, frustrations, and what really mattered to them. That insight allowed us to rebuild a positioning that was truly consumercentric. From there, we focused on must-win marketing actions, strategic partnerships with relevant IPs, new channels like ridehailing media and in-app mobile gaming, and disruptive PR initiatives. The approach reshaped market perception, moved Infinix out of the red-ocean clutter, and created a clear, sustainable path for growth.
What marketing challenge stands out in Indonesia’s telecom industry, and how are you tackling it?
One of the biggest gaps in Indonesia’s smartphone market is the aggressive price war in the mid–low segment. It’s brutal, and it often pushes brands to compete on price instead of real value. The second gap is the imbalance in marketing investment; our major Chinese competitors spend massively, while Infinix must stay far more focused with every rupiah. To bridge these gaps, we go back to the fundamentals: understand what customers truly need, deliver the best VFM at the right price point, and communicate clear USPs that matter to them. We map the full consumer journey and show up with campaigns and touchpoints that are both relevant and resonant. Instead of outspending the competition, we out-focus them, and that’s how we convert attention into actual users.
"Rather than following a cautious path, he repositioned Infinix as the go-to brand for gamers seeking high-performance devices without the premium price tag."
Which strategy at Infinix Indonesia has captured the market’s attention?
Dominating the mobile-gaming space has been one of our most talked-about strategies at Infinix. We teamed up with Indonesia’s top esports squad, ONIC Esports, and launched our own gaming IPs—Gaming Beast Arena, Gaming Academia (the country’s first gaming school), Kampung Gaming, and Warning (Warung Internet Gaming). This move shifted Infinix from being just a sponsor to becoming an active creator within the gaming ecosystem. The next step was taking gaming beyond gaming. We blended it with culture—fashion, movies, JKT48, and even Indonesia’s biggest metal band. By connecting gaming with unexpected worlds, Infinix became part of conversations far beyond the usual tech circles. This layered approach not only strengthened our gaming positioning but also made the brand feel fresh, culturally relevant, and boldly unmistakable in Indonesia.
Which experience shapes your approach to mentoring marketers?
The biggest lesson I’ve learnt is that marketing works best when it’s disruptive, relevant, and grounded in real consumer truth. Tools and platforms may change, but understanding people never goes out of style. I often tell young marketers: insight is your compass, creativity is your engine, and articulation is your signature. To guide them, I use my D.A.R.E. framework—Disruptive in thinking, Agile in execution, Relevant to the audience, and Effective for the business. Mastering these four doesn’t just help them follow trends; it empowers them to set trends, make an impact, and create lasting connections between brands and the people they serve.
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