A background in journalism helps Arif Mujahidin communicate healthy hydration to Indonesian consumers

Across the Asia-Pacific’s $1.4 trillion Fast-Moving Consumer Goods (FMCG) sector, there are few communication professionals as experienced or as respected as Arif Mujahidin.

Beginning his career in journalism in 1991, Mr Mujahidin entered the communication profession in 1997 to help FMCG organizations communicate to stakeholders who matter with clarity and impact. For more than ten years, he has held the role of Corporate Communications Director for Danone Indonesia, the nation’s largest manufacturer of bottled water and developer of specialized nutrition products.

We recently asked Mr Mujahidin about his career, communication opportunities in Indonesia’s water and health beverages industry, and the value of IABC membership.

1. What made you choose a career in the communication profession?

I began my career as a journalist, and that experience shaped my belief in the power of clear, honest storytelling. Journalism taught me to listen, to understand context, and to communicate with accuracy and empathy. Over time, I realized I wanted to apply those skills within organizations, helping them navigate complexity, build trust, and communicate with purpose. That is what drew me to the communication profession and keeps me passionate about it.

2. For 10 years you have been the Corporate Communications Director at Danone Indonesia. What’s your favourite part of your role?

I value the opportunity to shape the reputation of a company that plays a meaningful role in people’s lives. Danone Indonesia leads in both bottled water and specialized nutrition, and that leadership brings both challenge and responsibility. My favourite part is guiding the organization—especially in difficult moments—with clarity and calm. My journalism background helps me break down complexity, focus on what matters, and support the business in protecting and enhancing its reputation. This has helped business to be part of solution and not part of the problem. As a B-Corp certified company, Danone Indonesia want to make business as a force for good, and I am happy to be part of the force.

3. What are the biggest communication opportunities in Indonesia’s water and health beverages industry?

The biggest opportunity is to strengthen public understanding of healthy hydration, proper nutrition, and responsible water management. Indonesians are increasingly health-conscious and expect transparency from companies. By communicating the science, sustainability efforts, and commitments behind our products, the industry can build deeper trust and contribute to more informed public conversations. I strongly believe sustainable communications on healthy hydration and nutrition will help shape a healthier future of Indonesians.

4. What emerging communication trend excites you the most?

I’m most excited by the amazing development in communication technology, integration of data-driven insights with authentic storytelling. Technology allows us to anticipate sentiment and respond with greater precision, while strong narratives grounded in purpose keep communication human and relatable. This combination—insight plus authenticity—creates more meaningful engagement and stronger reputational resilience. And cross stakeholder communications will build better mutual respect and understanding and collaborations for a better.

5. Why did you become an IABC member and why is it important to belong to an association?

I joined IABC because I believe leaders must stay connected to global best practices and a community of peers who share similar challenges. An association like IABC strengthens professional standards, encourages continuous learning, and elevates the strategic role of communication across industries. It also provides a platform to exchange ideas, which I value greatly.

6. What advice do you have for other communication professionals in Indonesia?

Stay curious, understand your business deeply, and keep your integrity at the core of your work. Use data to sharpen insights, but communicate with humanity. Build strong partnerships inside and outside your organization so communication becomes part of strategic decision-making. And remember: credibility is your most valuable asset. Protect it consistently because Corporate Communication function is at the core in reputation and business sustainability.