Kalbe Consumer Health Hosts Extrajoss Ultimate Takeover in Makassar to Target Young Consumers
Kalbe Consumer Health and Extrajoss have organised the Extrajoss Ultimate Takeover in Makassar to target active young consumers.
Arwin Nugraha Hutasoit, Head of Marketing, Media, and Consumer Insight at Kalbe Consumer Health, explained that Makassar was chosen for its vibrant, expressive youth with a strong sense of community.
“Makassar has immense energy. The city thrives on community creativity—from music and extreme sports to a relaxed, open social culture,” Arwin stated on Saturday, 30 May 2026.
“That’s why Extrajoss Ultimate Takeover fits perfectly within Makassar’s rhythm,” he added.
Arwin further noted that Extrajoss Ultimate offers a more relevant energy choice for today’s youth, featuring green coffee as a natural energy source and lower sugar content, delivering smoother energy and sustained focus for daily activities.
Through the Makassar Takeover, Extrajoss Ultimate aims to provide a space for young people to express themselves, move with communities, and enjoy positive energy in the city. It is more than just entertainment; the event celebrates collective spirit and growing creativity across Indonesian cities.
The “I Am Ultimate” tagline resonated throughout the event, with thousands of young people bringing their unique energy and identities—from communities, hobbies to how they express themselves in public spaces.
“Through Extrajoss Ultimate, we aim to stay close to the daily lives of Indonesian youth, becoming part of their drive to keep moving, creating, and enjoying the process,” he said.
Held along Jalan Jenderal Sudirman with a main stage at Monumen Mandala, Extrajoss Ultimate brought energy to public spaces through community celebrations, music, and youthful expression during Makassar’s car-free day (CFD).
Since the parade began, the Jalan Jenderal Sudirman area and Monumen Mandala were filled with the enthusiasm of thousands of visitors. Various communities joined the takeover parade, winding through the city.