New campaign from Indonesian telecom firm Tri encourages youth to ‘Bring It On’

Indonesian independent agency Pantarei has created a campaign called ‘Siapa Takut’ [Bring It On] for one of the country’s leading telecom operators 3 (Tri). The campaign chronicled the journey of Manjakani, a band from Pontianak in West Borneo who went on to win national acclaim in Tri’s Sound of 3 activation programme.

The video paid tribute to the spirit of the duo who navigated numerous challenges on their path to success.

Other elements to the campaign included billboards and social media activation, seeding the ‘Siapa Takut’ spirit. It was an attempt by the brand to encourage optimism among Indonesian youth following political tension in the wake of the recently concluded elections.

The youthful angle was chosen considering 95% of the operator’s subscribers are young digital savvy adults.

Speaking about the campaign, Tri Indonesia’s chief commercial officer Dolly Susanto said: “3 Indonesia always supports the ambition of Indonesian youth since 2015 with multiple programs.

“Now when the nation is going through a stage where speculations abound, we want the youth to know that 3, as always, is here to support them with their ambition. That is a certainty.”

Pantarei’s chief creative officer Hermanto Soerjanto added: “Not only is this campaign made for Indonesian youth, it is born of their point of view towards the whole situation. And that is always the DNA of 3. The brand is 100% made of the youth’s relentless optimism and unconditional ambition.”


Chief operating officer: Irawan Soemardjo

Chief creative officer: Hermanto Soerjanto

Creative group head: Zulham Septoni

Art director: Paramastri Amalina

Copywriter: Rifka Nikita

Account manager: Eldini Hidayati Hilman


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