Indonesia – Dentsu Indonesia has partnered with local sustainability start-up Boolet to launch “Re-Skewer”, a campaign addressing the growing issue of single-use satay skewer waste in Jakarta.

The initiative responds to growing concerns over Indonesia’s wood-based utensil waste, with around 15,000 tonnes of single-use chopsticks and skewers produced annually. In Jakarta, much of this waste is either unmanaged in landfills or littered in public areas. Difficult to process and potentially hazardous, skewers pose environmental and physical risks—yet recycling efforts and public awareness remain limited.

“Re-Skewer” combines education, incentivisation, and upcycling to convert skewer waste into reusable products while introducing street food vendors to circular economy practices. The campaign aims to provide a more practical and value-driven recycling solution for small food businesses—those most directly generating skewer waste.

As part of the campaign, Dentsu Indonesia led research and development efforts to create a recyclable packaging format for charcoal briquettes made from discarded skewers. Materials labs were consulted to ensure feasibility and usability for vendors.

Boolet, whose core mission revolves around upcycling used satay sticks and chopsticks into wooden lifestyle products—such as eyewear frames, phone stands, and coasters—has until now depended primarily on donations from individuals and corporations. While these products offered a sustainable alternative, they had limited relevance to the day-to-day operations of satay vendors, resulting in minimal engagement from the UMKM (micro, small, and medium enterprise) sector.

Rangga Immanuel, executive creative director at Dentsu Creative Indonesia, commented, “One skewer at a time; with ‘Re-Skewer’, our team focused on designing a campaign that not only addresses a pressing waste issue but also delivers real value to the community. It shows how creativity, when grounded in empathy and local culture, can create tangible impact.”

The campaign’s initial activation led to the collection of enough skewer waste to produce 45 kilograms of charcoal briquettes in a single day. The result not only diverted waste from landfills but also introduced vendors to alternative fuel sources, potentially lowering operational costs.

Following its early success in Jakarta, Boolet plans to expand the campaign to other cities, aiming to engage more vendors and communities. Future plans include scaling up recycling operations and introducing new product lines through collaborations with local artisans.

Cindy Susanto, chief executive officer at Boolet, commented, “Re-Skewer goes beyond a recycling program—it’s a collective movement that invites vendors, consumers, and communities to reimagine waste. Our approach has always been to support the local circular economy, and with dentsu Indonesia’s strategic thinking and culturally rooted approach, we’re aiming to gradually change public behaviour and support micro-businesses for the long term.”

Indonesia – Microlax has partnered with Dentsu Indonesia to launch BuktuPup, a peer-to-peer toilet rental microsite aimed at helping travellers locate and book private restrooms—addressing the ongoing challenge of accessing clean public toilets in tourist areas.

Through the BuktuPup platform, travellers can search for nearby restrooms, view photos, user ratings, and testimonials, and arrange bookings directly with resident hosts via WhatsApp. The microsite also integrates public restroom data from Google Maps to provide broader coverage, making clean toilet access more accessible, including in rural destinations.

The initiative responds to a persistent issue in Indonesia, where clean public toilets—particularly around popular rural tourist sites—are often difficult to find. In addition to supporting travellers, the platform offers local residents an opportunity to earn income by sharing access to their restrooms.

Indra Sugiharto, senior brand manager at Microlax Indonesia, commented, “We know that the general public might feel uncomfortable due to travellers’ constipation while travelling to new, unfamiliar places, which is why we keep finding new ways to connect with existing and new users while solving their problems.”

“With initiatives like BuktuPup, Microlax not only helps travellers find clean restrooms but also lets them have a positive experience with our product on the spot. This new touchpoint makes it easier for people to explore Microlax, understand its benefits, and get the relief they need, right when they need it. It’s all part of our mission as a brand to always make relieving constipation easier,” he added.

Since its pilot phase, the microsite has grown to include 213 toilets across 27 tourist destinations in Indonesia. The initiative has also received recognition within the industry, earning several awards for its creative approach. While developed in partnership with Microlax, the platform serves a broader purpose—providing travellers with accessible, clean restrooms and contributing to more comfortable travel experiences.

Cipta Purnamagiri, creative group head at Dentsu Creative Indonesia, commented, “BuktuPup tackles a universal travel challenge in a fresh, creative way while allowing us to collaborate directly with local communities and creating real benefits for them as well. That spirit of collaboration and insight-driven creativity is what truly brought BuktuPup to life.”

Indonesia – Indofood has teamed up with Dentsu Indonesia to launch a bold new campaign for SARIMI ISI 2’s Korean Spicy Chicken flavour, fusing the global appeal of K-pop with a uniquely local twist through Indonesia’s own ‘dangdut’ culture.

Titled ‘The Unexpected Idol’, the campaign presents an unlikely but attention-grabbing mix of K-pop aesthetics and ‘dangdut’ — Indonesia’s homegrown music genre that has long been popular locally and is beginning to find audiences beyond Southeast Asia.

While the two genres may seem worlds apart, the campaign uses their contrast to its advantage, featuring local dangdut star Nassar (@kingnassar88) as the central figure. Known for his flamboyant persona and loyal fanbase who often refer to him as “Oppa”, Nassar serves as a bridge between the two musical cultures.

The campaign launched with a fast-paced TV commercial in which Nassar plays three different boyband archetypes, each representing a key product trait: Korean seasoning, bouncier noodle texture, and bold spiciness. The exaggerated performance and playful visuals drew attention online, with the video racking up over 50,000 views on Indofood’s official YouTube channel.

Beyond the ad, the campaign expanded to digital platforms with a Korean-style karaoke (noraebang) contest featuring SARIMI’s jingle, originally sung by Nassar. Fans were also encouraged to engage through social media challenges and had the opportunity to collect limited-edition merchandise kits, including K-pop-inspired light sticks, pins, bucket hats, and tote bags.

Theodorus Halim, senior brand manager Sarimi, PT Indofood CBP Sukses Makmur, commented, “The Unexpected Idol is a bold and playful play that has allowed us to connect with our local audiences with a culture and flavour beyond our borders. This was made possible by the dentsu Indonesia team, who have leveraged meaningful cultural and local insights to help us break through a crowded market in a way that felt fresh, relevant, and undeniably fun.”

Diaz Pradipta, creative director at Dentsu Creative Indonesia, also shared, “At dentsu, we constantly try to push the boundaries of innovation. So rather than following the same formula, we took an unexpected approach—one that would truly resonate with the audience. We knew that Nassar, with his larger-than-life persona and undeniable charm, already held a special place in the hearts of Indonesians. By blending both the energy of K-pop with dangdut, we created a campaign that was not only entertaining but also deeply relatable.”

Indonesia – IKEA, in partnership with Dentsu Indonesia, has introduced a campaign that encourages family interaction by redesigning traditional furniture assembly manuals into more collaborative and child-friendly guides.

Called the ‘Bonding Instruction’, the initiative reimagines IKEA’s traditional assembly manuals with minor but thoughtful adjustments to encourage cooperation. The updated guides include step-by-step stories, child-friendly visuals, and a modified Allen key with an easy-grip handle designed for smaller hands—turning furniture assembly into a shared activity between parents and children.

Developed by Dentsu Indonesia, the redesigned manual is part of IKEA’s broader effort to help urban families reconnect, positioning everyday tasks as opportunities for interaction and engagement. By incorporating storytelling elements and simplified tools, the activity becomes a way for families to spend meaningful time together.

The Bonding Instruction is included with every purchase of IKEA products related to children’s needs, encouraging at least 30 minutes of quality family interaction. A digital version is also available for families who already own the products and wish to participate.

Defri Dwipaputra, executive creative director at Dentsu Creative Indonesia, commented, “In Indonesia, where family ties remain the most important fabric, bonding time should be a cherished shared experience to enhance family connections.”

Dwipaputra further explained, “Bonding Instruction was, therefore, created to combine the essence of IKEA’s values of togetherness and simplicity – elevating its passion for life at home and, in turn, connecting families through quality activities, proving that even everyday moments can create lasting memories.”

IKEA’s Bonding Instruction aligns with its mission of creating homes that bring people closer together. The activity is designed to support children’s growth and turn furniture assembly into a meaningful learning experience shared with parents.

It also responds to children’s desire for more quality time with parents who are often preoccupied with the demands of urban life.

The campaign was rolled out across both offline and online platforms, including in-store displays and interactive Instagram Stories Highlights, to broaden its reach and engagement.

Irfansyah Kurnia Putra, head of country marketing at Ikea Indonesia, commented, “We are converting our product building time into treasured bonding opportunities, transforming what was once a mundane assembly process into meaningful shared family experiences. With Bonding Instruction, dentsu has understood our strong affinity with our customers, enabling a simple modification to our instruction manual that has reimagined bonding experiences for Indonesian families.”

Indonesia – Dentsu Indonesia, in collaboration with the prominent Indonesian newspaper Harian Kompas, has launched an innovative initiative to empower sexual assault survivors with a platform to be heard and a reliable, legally sound tool for self-protection.

Titled MANTRA of Hope, the initiative stemmed from Dentsu Indonesia’s research using Harian Kompas’ archives, revealing that many sexual assault cases in Indonesia go unresolved due to insufficient evidence of non-consent, discouraging victims from reporting and leaving them vulnerable to societal victim-blaming.

Working with creative audio technologists, MANTRA of Hope was developed as an AI-powered tool to help sexual assault survivors automatically collect legally admissible evidence of non-consent for use in court.

The app discreetly and securely records audio in the phone’s backend system when a personalised mantra—a predefined phrase chosen by the victim—is activated. This recording, along with unedited metadata (date, time, and location), enhances the credibility of the victim’s testimony.

To promote awareness and encourage adoption, the campaign leveraged podcasts, digital news platforms, and social media, mobilising legal experts, activists, and survivors to advocate for the app’s use. MANTRA of Hope has already empowered thousands by educating them on their rights and offering a vital tool for justice.

Tarrence Palar, marcomm and community manager at Harian Kompas, commented, “As one of Indonesia’s largest media groups, KOMPAS carries a profound responsibility to advocate for and support survivors of sexual violence. This collaboration with Dentsu Indonesia is a testament to our commitment to making a lasting impact.”

“By combining innovative AI technology with our platform’s reach and Dentsu’s seamless execution, we hope this initiative will inspire continued efforts to protect victims’ rights and create a safer society for all,” he added. 

The initiative has already generated over 31 billion IDR in earned media value, 42 million impressions, and more than 1,000 app downloads. It has also received multiple prestigious accolades.

Defri Dwipaputra, executive creative director at Dentsu Creative Indonesia, shared, “What comes from the heart reaches the heart; this campaign was born from our Dentsu Indonesia team’s deep concern for the countless unresolved sexual harassment cases in Indonesia. With MANTRA of Hope, our goal is not only to empower survivors with a tool for justice but also to create real change by reducing these cases altogether.” 

Indonesia – Pocari Sweat has teamed up with Dentsu Indonesia for its latest Ramadan campaign, breaking tradition with a bold horror-comedy approach to highlight the importance of staying hydrated during the fasting season.

Titled “Cairan Tubuh Bocor, Emang Bikin Horor” (“Losing Body Fluids? That’s a Horror!”), the campaign draws on the contrast between Ramadan and horror, using humour to link common dehydration symptoms—dry lips, pale skin, and weakness—to classic horror movie tropes. It also features influencer Fadil Jaidi, his father Pak Muh, and their pet cockatoo, Ocong, whose comedic interactions have gained widespread attention in Indonesia.

The long fasting hours of Ramadan, combined with Indonesia’s tropical climate, increase the risk of dehydration. The campaign aims to position Pocari Sweat as the ideal partner to stay hydrated during this period.

Puspita Winawati, Marketing Director at PT Amerta Indah Otsuka, commented, “Ramadan is one of the most important moments for Pocari Sweat, and each year, we challenge ourselves to find new ways to connect with our audience. We’ve seen how hydration awareness spikes during Ramadan, and this year’s campaign allows us to reach people in an unexpected yet relevant way. For years, Dentsu Indonesia’s team has been a great partner in pushing creative boundaries, and we’re excited to see how this campaign sparks conversations around hydration during the holy month.”

Traditionally, Ramadan marketing in Indonesia is highly competitive, with around 79% of consumers more receptive to ads, which often focus on themes of self-improvement, family bonding, and generosity.

Developed by Dentsu Indonesia, Pocari Sweat’s new campaign takes a fresh approach to Ramadan advertising by tapping into the rising popularity of horror content during the holy month. While Islamic beliefs suggest that demons are locked away during Ramadan, streaming data shows a surge in horror viewership. 

Launched through influencer Fadil Jaidi’s social media platforms, the campaign quickly gained traction, reaching 108 million views and 659,000 engagements across YouTube, Instagram, Facebook, X, and TikTok in a week. Beyond its viral success, the campaign highlights the importance of hydration during sahur while taking a creative approach to Ramadan advertising.

Rangga Immanuel, executive creative director at Dentsu Creative Indonesia, commented, “This is the first time that a brand in Indonesia has embraced horror for a Ramadan campaign, and we’re proud to lead the way. At Dentsu, we always seek fresh, insight-driven ideas that break through the clutter, and the surge in horror content consumption during Ramadan presented an unexpected yet powerful opportunity.” 

Jakarta, Indonesia – Dentsu Indonesia has announced the appointment of Anwesh Bose as chief growth officer, effective immediately.

In his new role, Bose will spearhead growth initiatives and foster collaboration across units to identify market opportunities that will propel dentsu Indonesia and its clients to achieve the next phase of growth.

Bose brings over a wealth of experience as an advertising veteran, with a proven track record of growing brands in Indonesia and India. His extensive background includes serving as president director at Havas Group Indonesia, senior vice president at DDB India, and chief growth officer – media at dentsu media India.

He has also held leadership positions at ad-tech companies, such as Supermom Business and Whisper Media. Prior to rejoining dentsu, Bose also served as president director at The Academy Consulting.

Talking about his own appointment, Bose said, “It is an honor for me to return to dentsu, where we are committed to driving growth and innovation for marketers in Indonesia. I’m in awe of the talents and capabilities across Creative, Media, CXM that dentsu has, as well as the impressive achievements that the dentsu team have brought. I eagerly anticipate unlocking new possibilities with our expertise in data, commerce, content, and influencer marketing.”

Meanwhile, Elvira Jakub, CEO of dentsu Indonesia, commented, “We have made steady progress thus far, and by strategically appointing a senior leader with extensive experience like Anwesh, we are charting our path forward to continue helping marketers unlock new opportunities and navigate the evolving marketing landscape. Anwesh will also be instrumental in leading dentsu Indonesia’s growth through transformation and integration of our emerging service lines. I’m brimming with excitement and optimism for the incredible phase that lies ahead.”

Notably, this appointment comes after Elvira Jakub’s appointment as dentsu Indonesia’s new CEO.

Jakarta, Indonesia – Global marketing and advertising agency dentsu has appointed Elvira Jakub as CEO of dentsu Indonesia, taking over the baton from Prakash Kamdar, who has led the network’s Indonesia business since February 2022.

In her new role, Jakub will be delivering growth to dentsu in the Indonesian market, and will be supporting the growth of Indonesia’s digital economy and in uplifting the communities within it. 

Jakub enters her role as a  marketing transformation veteran with over 23 years of experience in the Indonesia market. She joins dentsu from Google where she was head of industry, helping traditional businesses in auto and tech/telco thrive during and post-pandemic through innovative transformation.

Speaking on her appointment, Jakub said, “Indonesia’s market is rapidly evolving, and our clients need adaptable, integrated solutions to meet their business goals. I am thrilled to join dentsu Indonesia at this pivotal moment. Our team has been pioneering an integrated approach to creative, media, and CXM, empowering our clients to become innovation powerhouses in the ever-evolving marketing landscape.”

“I am grateful to be taking on the helm of dentsu Indonesia from what Prakash has built with the entire team here and I look forward to charting new grounds with the foundations that have been laid,” she added.