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NEWS UPDATES 28 July 2009

Trade minister defends "I Love Indonesia" campaign

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The "I Love Indonesia" campaign launched by the government was not a form of protectionism but a means to promote domestic consumption, state news agency Antara quoted Indonesian Trade Minister Mari Elka Pangestu as saying Monday.

"This campaign is not a protectionist ploy at all . It is designed to increase people`s love for domestic products and stimulate domestic consumption," she said after attending the signing of a memorandum of understanding on the campaign by 51 state-owned companies.

She said the participation of the state-owned companies in the campaign was expected to encourage people to love domestic products and private companies to participate in the campaign.

"The trade ministry only allocates around Rp3 billion for it. It is not much because we do not have funds to pay advertisements and therefore we are cooperating with state-owned companies," she said.

Based on the MoU, state-owned companies are expected to put the "I Love Indonesia" logo on their products and services advertisements. The companies are also requested to use their own funds for their social programs related to the campaign.

"After this we will appeal to cinemas to screen "I Love Indonesia" ads before a film is shown," she said. The minister said her office as the coordinator of the campaign would produce advertisement materials such as logos and short films and print ad materials.

"Airline company PT Garuda, shipping company PT Pelni, the railway company and the ASDP (river and lake transportation and ferry services) will screen the advertisement films so that passengers can watch them," she said.

State Enterprise Minister Sofyan Djalil said he supported the programme to boost love for the country`s products.

"So far people are not aware that the quality of our products is already good. I appeal to all state-owned companies to really take the opportunity, provide funds and put up the logo in their ads. They must do whatever they can to make the campaign effective," he said.



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