Punopals Brand Profile - English by Punopals

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BRAND STORY

Punopals is an intellectual property (IP) created by Ardianto Indra Kusuma that tells the story of Mar, a former Dewa, and his three sons Reng, Truk, and Gong, now living as ordinary commoners in Karang Kadempville, a town filled with quirky and eccentric characters inspired by the diverse culture of Nusantara.

Adapted from the Punakawan characters of Javanese wayang and blending it with Rubber Hose cartoon style, Punopals presents humorous stories that convey universal values of friendship and family, that relates to Indonesia’s younger generation with potential to captivate a global audience. On the business side,

Punopals was officially established as an IP brand in January 2024, offering a wide array of merchandise. Punopals also presents strong licensing opportunities, with a rich ecosystem of characters adaptable for toys, apparel, packaging, and other collectibles that showcase the unique characters. Additionally, Punopals shares engaging digital content, such as short animations on Instagram, TikTok, and YouTube. With a primary focus on the Indonesian market and plans for global expansion, Punopals aims to bring Indonesia’s culture and stories in an entertaining and modern way.

To become a prominent IP that blends Indonesian culture in a creative, entertaining, and relevant way with the younger generation, with a strong and sustainable IP ecosystem that is loved both locally and internationally.

VISION MISSION

Punopals is committed to creating an IP ecosystem that is creative, entertaining, and relevant, introducing and blending Indonesian culture for the younger generations, and conveying universal messages such as the values of family and friendship.

VALUES

Compelling Narratives: We prioritize crafting engaging and entertaining stories that captivate our audience's imagination.

Creative Merchandise Designs: We are dedicated to the creation of merchandise that reflects innovative and artistic designs inspired by our beloved characters.

Laughs and Comedy: We hold humor and comedic elements at the core of our values, aiming to bring joy and laughter to our audience through our creations.

Representing Indonesian Culture: We are committed to showcasing and celebrating the rich tapestry of Indonesian culture in our stories, characters, and designs, fostering a sense of pride and connection for our audience.

THE STORY OF

Banished from Kahyangan, a former Dewa , Mar and his three sons, Reng, Truk, and Gong, now live as wise yet humorous commoners, known as the Punopals. Given a divine mission from Kahyangan, they must serve the quirky and eccentric residents of Karang Kadempville,

helping the small town from the constant chaos that arises. Armed with humor, wisdom, and a bit of mischief, the Punopals is ready to face the madness in Karang Kadempville, all while discovering the true meaning of friendship and family along the way.

CHARACTERS TRAITS

MAR MAR

Strength: - Wise - Inspiring - Empathic - Reliable

Weakness: - Aloof - Overly Idealistic - Condescending - Too Relax

RENG RENG

Strength: - Insightful - Passionate - Creative - Conscientious

Weakness: - Sensitive - Overthinker - Desperate to Please Others - Timid

TTRUK RUK

Strength: - Charismatic - Sociable - Confident - Clever

Weakness: - Insensitive - Easily Bored - Short Term

Thinking - Cocky

GONG GONG

Strength: - Truthful - Knowledgeable - Witty - Bold

Weakness: - Lazy - Brash - Argumentative - Rude

CHARACTERS PERSONALITY

MA MA

Mar, or “Mbah Mar,” was once a wise Dewa who’s now all about coffee, naps, and dad jokes. Though he can come across a bit preachy, the people of Kadempville still hold him in high regard for his kindness

NG NG

Reng, Mar's eldest, is known for his attention to detail and cautious nature often mistaken him for being timid. His creativity and boundless enthusiasm make him a favorite among the people of Karang Kadempville.

TRUK RUK

Truk, the middle son of Mar is full of confidence, he is convinced every woman is drawn to him. Though his charm often lands him in trouble, his sociable nature and quick wit keeps him well-liked in Kadempville.

GONG

Gong, Mar's youngest, is known for his bold, unfiltered honesty. His outspokenness often stirs up trouble, but his sincerity is deeply valued by the people of Karang Kadempville.

TARGET MARKET

Primary Target: Young Adults to Adults

Aged 18-35 Years

- University students.

- Professionals in the creative industry.

- Appreciate local brands and culture.

- Active on social media.

Secondary Target: Kids to Teenagers

Aged 10-17 Years

- Active on social media.

- Enjoy animated entertainment media.

- Follow pop culture.

Our primary focus is on the dynamic demographic of young adults to adults aged 18-35, a vibrant community comprising university students and young professionals in the creative industry. This group is characterized by a keen sense of fashion, a passion for appealing designs, and a deep appreciation for Indonesian culture. Engaged with local brands in the realm of social media, they are trendsetters who actively seek out unique and culturally resonant experiences. Punopals aims to be the go-to brand for this audience, offering them not just merchandise but a cultural connection that aligns with their contemporary lifestyle.

In addition to our primary focus, we recognize the significance of reaching out to the younger generation, specifically kids aged 10-17. This demographic of primary to high schoolers is digitally savvy and spends a substantial amount of time on social media platforms. Enthusiastic consumers of memes and appreciators of absurd comedy, they are drawn to animation, comics such as manga, anime, and western cartoons. Punopals aims to capture their imaginations and become a beloved part of their online experiences, offering them a quirky and entertaining world that resonates with their sense of humor and love for animated content.

EVENT EXPERIENCE

1. 20-21 Jan 2024 Weekend Market at Loka Kama Cafe Cinere.

2. 9-11 Feb 2024

Peer Point Market at Creative Hall Mbloc Space.

3. 1-3 Mar 2024

The Local Market ID Spring Edition at Kota Peruri Mbloc Space.

4. 6-8 Mar 2024 BINUSIAN Bazaar at BINUS Alam Sutera.

5. 16-18 Aug 2024

The Local Market ID National Day Edition at Urban Forest Cipete.

6. 7-8 Sept 2024

Artket03 at Brickhall Fatmawati.

7. 27-29 Sept 2024

Semasa di IDEAFEST at Jakarta Convention Center.

8. 2-6 Oct 2024 LBFEST by BINUS Business Creation at Broadway Flavor Bliss, Alam Sutera.

9. 11-13 Oct 2024

The Local Market ID Peruri Anniversary Edition at Kota Peruri, M-Bloc Space.

10. 1-3 Nov 2024

Jakarta Doodle Fest Art To Cart at Taman Ismail Marzuki

We’re incredibly grateful for all the support from our amazing Pals! It’s truly exciting to see Punopals art merchandise loved by people of all ages— from toddlers, teens, young adults, to grandparents— and embraced by such a diverse community, including local visitors, expats, and international tourists alike.

REACTIONS ON TIKTOK

Our first animatic video got viral on TikTok and manage to get 33K views within 24hours.

Currently 11 Nov 2024 we reached 206.750 views organically. And gained 2000 followers.

Our second animatic video also well recieved and manage to get 20K views within 24hours.

Currently 11 Nov 2024 we reached 56.902 views organically.

Reactions to our animatic videos from our beloved Pals.

TRADEMARK

Punopals has officially registered its trademark in multiple classes and copyrighted the character designs.

COLLABORATION

This limited edition WD.Willy x Punopals collaboration brings together the mystical and spookiness of Malam Jumat Kliwon and the playfulness and fun of a friday night. Blending

WD.Willy’s cute Indonesian ghosts and Punopals: Mar, Reng, Truk and Gong. Each of these limited-edition pieces celebrate Indonesian folklore in a fun, creative way.

Punopals Creator, Ardi Kusuma & Wd.Willy at LBFEST

Authenticity Cards Signing

KEMENTERIAN EKONOMI KREATIF

Taman Ismail Marzuki, 2 November 2024

We were deeply honored to receive a visit from the Minister of Creative Economy, Mr. Teuku Riefky Harsya, and Deputy Minister, Ms. Irene Umar at Jakarta Doodle Fest - Art To Cart. This inspiring moment gave our creator the opportunity to share Punopals' vision: To become a leading IP that introduces Indonesian culture with humor and creativity for the younger generation. Their support motivates us to keep elevating Indonesian IP locally and across the globe.