Telkomsel’s Bold Leap into Gen Z Telecom Telkomsel, Indonesia’s telecom powerhouse, launched by.U in 2019 as its first fully digital prepaid brand, targeting the 44 million Gen Z users craving more than rigid data plans. Born from 2018 nationwide research by a dedicated innovation team, by.U addressed youth frustrations with category-locked quotas and impersonal services, pioneering a zero-touch app for seamless signup, top-ups, and management. This user-first approach disrupted the market, blending Telkomsel’s robust network with agile, youth-centric innovation.​ Unpacking “Semuanya Semaunya” The slogan “Semuanya Semaunya” (Everything Your Way) crystallized by.U’s ethos of total empowerment, rejecting one-size-fits-all packages for a “toppings” system where users customize quotas like TikTok, YouTube, or Zoom add-ons, much like building a personal pizza. Rooted in research revealing diverse digital habits, it promises affordable flexibility without contracts, stores, or hassle, fostering emotional loyalty among users who value control and convenience in their phone-only world.​ Sustaining Growth Through User Evolution “Semuanya Semaunya” drives by.U’s ongoing iteration, with data-informed updates adding new toppings, cashless features, and packages as habits shift, ensuring the service grows alongside its users. This mantra positions by.U as a disruptor, making fast decisions in days and redefining connectivity as fun, adaptive, and future-proof in Indonesia’s booming digital landscape.   References https://www.mckinsey.com/capabilities/tech-and-ai/our-insights/giving-gen-z-customers-what-they-want-a-conversation-with-byu https://www.idnfinancials.com/archive/news/29298/Telkomsel-launches-byU-for-Gen-Z https://www.telkomsel.com/byU https://inspiredbyu.medium.com/kenapa-by-u-itu-ada-b8b569751520   Written by Ayusita Naura Apsari Management 2025, Public Relations The 19th IMOTION

Blue Bird Group not only relies on its reputation as Indonesia’s leading taxi fleet but continues to update its strategies to remain relevant in the modern era. Recently, Bluebird has set a target to add up to 1,000 electric vehicles (EVs) by 2025 as part of its transformation towards environmentally friendly mobility (Fauzan & Salim, 2025). This transformation is not just about the fleet; Bluebird is also strengthening its digital services through the MyBluebird app. Features such as online booking, real-time trip tracking, and cashless payment methods, such as e-wallets, make the user experience easier and more convenient, responding to the preferences of today’s customers (Wandira & Dewi, 2025). In addition, Bluebird has expanded its service range beyond regular taxis. It has developed rental, shuttle, airport transportation, and electric fleet services, creating a variety of service options to suit user needs. This approach shows that Bluebird positions itself as a complete “mobility solution” provider, not just an ordinary taxi company (Bluebird Group, 2025).  Ultimately, the combination of a strong reputation, digital innovation, commitment to sustainable mobility, and service diversification keeps Bluebird relevant amid fierce competition in the ride-hailing market and growing environmental awareness. Bluebird shows that even traditional companies can thrive with adaptation and the right marketing strategies.   References https://www.bluebirdgroup.com/news/pendapatan-tumbuh-124-hingga-kuartal-iii-2025-bluebird-perkuat-kontribusi-non-taksi-dan-layanan-regional?lang=en& https://industri.kontan.co.id/news/bluebird-perluas-kemudahan-transaksi-dengan-integrasi-pembayaran-ovo-di-mybluebird https://www.antaranews.com/berita/4709853/bluebird-utamakan-industri-domestik-dalam-penguatan-armada-ev Written by M. Fairuz Falifasya Lubis, Management 2025, Public Relations The 19th IMOTION

Background Zootopia merchandise is not just ordinary collectibles for many Indonesians, especially Gen Z and Millennials. These items bring nostalgia and joy from the beloved Disney film, with characters like Judy Hopps and Nick Wilde appealing universally across age groups. Miniso, known for affordable lifestyle products, has grown rapidly across Indonesia and globally. By collaborating with Disney’s Zootopia, Miniso creates a shopping experience combining nostalgia, collectibility, and functionality. The result satisfies fans’ desire for merchandise while providing joy and self-expression through cute, practical items. Licensed Character Appeal This strategy leverages beloved entertainment characters to drive sales and engagement. By partnering with Disney’s Zootopia, Miniso taps into an established fanbase with deep emotional attachment. Unlike cross-category appeal, this uses character licensing to add entertainment value and collectibility to everyday products. The adorable character designs transform ordinary items into must-have collectibles, creating urgency through limited editions and triggering FOMO among fans. Affordable Collectibility Strategy Unlike expensive Disney Store merchandise, Miniso makes Zootopia products accessible with affordable pricing (Rp 15,000 – Rp 500,000). This democratizes fandom, allowing students and young professionals to collect without overspending. The strategy combines premium Disney licensing with Miniso’s cost-efficient model, creating perceived value. Scarcity tactics like limited editions and blind boxes transform affordable products into valuable collectibles, driving sales and secondary market trading. Impact & Results The collaboration significantly impacted multiple areas. Social media reach increased drastically through unboxing videos and collection displays shared by fans, creating viral amplification. Store traffic surged during launches, with items selling out quickly and reselling at markup prices online. Most importantly, this elevated Miniso from just an affordable retailer to a destination for exclusive collectibles and trendy products. It expanded their image toward a community-driven, fandom-friendly brand, while keeping Zootopia’s IP commercially viable years post-release. The collaboration demonstrates successful licensing partnerships: Disney extends merchandise reach and generates revenue, while Miniso attracts new customers, builds brand prestige, and creates recurring revenue through multiple collection releases. Sources: https://share.google/YGFrlO696gTaj9QFJ https://share.google/rRHl0mgdTjbIpAVqp https://www.instagram.com/minisoindo/ Written by Keyko Genio Iskandar, Management 2025, Public Relations The 19th IMOTION

A Modern Vision for a New Generation Telkomsel had established itself as the market leader in Indonesia’s telecommunications industry, yet the company recognized significant opportunities to innovate further and create greater value for the next generation of users. In its 25th year, Telkomsel assembled a dedicated innovation team in 2019 that traveled across multiple regions to conduct research and gain a deeper understanding of what young people truly expected from their mobile provider. The insights gathered from this exploration became the groundwork for a new digital initiative known as by.U. Understanding What Young People Really Want Many young people are tired of data that’s split into different categories because it limits how they can actually use the internet. They also feel that the current options don’t match their needs since they aren’t given the freedom to personalize their plans. Digital habits vary a lot from person to person, and this is where the idea of toppings fits well. Just like choosing different pizza toppings to suit each person’s taste, users also want the freedom to mix and match their own data toppings. Some need a TikTok quota, others rely on Zoom, and some prefer YouTube add-ons. With such different preferences, one package simply can’t satisfy everyone. At the same time, there is a rising expectation for experiences that are smooth and fully digital. Young users want to handle everything from their phones, whether it’s buying data or managing their plan. Convenience and easy access have become essential in choosing a provider, making flexibility not just a preference but a necessity. Service Designed to Grow as You Grow Everything by.U creates will always be guided by research and shaped around what you truly want. And one thing that remains certain is that by.U will continue to grow alongside you. As your needs evolve, by.U will keep introducing new toppings and additional features designed to make your digital life even easier. by.U, Semuanya Semaunya!.   Sources: https://inspiredbyu.medium.com/kenapa-by-u-itu-ada-b8b569751520 https://www.telkomsel.com/byU   Written by Muhammad Kamil Iksir, Management 2025, Public Relations The 19th IMOTION

Weaving Heritage into High Fashion Sapto Djojokartiko is more than a designer. He is an artist who intertwines Indonesia’s cultural soul with the sophistication of global couture. His creations embody national pride, transforming traditional textiles and motifs into modern expressions of identity. Each piece speaks to those who value authenticity and artistry, proving that true elegance is born from heritage reimagined. From Solo’s Craftsmanship to the World’s Red Carpet Born in Kota Solo, Central Java, a city known for its deep artistic roots, Sapto finds inspiration in Indonesia’s intricate wastra, from the poetic flow of batik to the shimmer of songket. His designs breathe new life into these traditions, turning them into contemporary pieces admired worldwide. One highlight of his global journey came when Raline Shah appeared at the Cannes Film Festival in a custom Sapto Djojokartiko gown, merging Indonesian artistry with international glamour. Through moments like this, Sapto shows that culture can travel across borders and captivate the global stage. Balancing Tradition and Modern Sensibility What defines Sapto’s artistry is his seamless balance between history and modernity. Each garment tells a story through texture and detail, where handcrafted techniques meet clean silhouettes. His approach redefines Indonesian couture, transforming traditional attire into sophisticated, wearable art that reflects both local identity and global appeal. Beyond Fashion: Preserving Culture Through Creativity Sapto Djojokartiko’s influence extends far beyond the runway. His work inspires conversations about cultural preservation, national pride, and creative evolution. By empowering local artisans and sharing their craftsmanship with the world, he turns fashion into a celebration of identity. In every stitch, Sapto weaves Indonesia’s story into the fabric of the future, reminding us that fashion is not only about beauty but about the heritage it carries.   https://saptodjojokartiko.com/ https://harpersbazaar.co.id/articles/read/4/2019/6711/mengenal-lebih-dekat-desainer-indonesia-sapto-djojokartiko https://saptodjojokartiko.com/news/detail/raline-shah-for-cannes-festival-2024   Written by Ayusita Naura Apsari, Management 2025, Public Relations The 19th IMOTION

In recent years, Teazzi has entered the Indonesian market and become one of the favourite drinks among Generation Z. Teazzi is a Taiwanese tea boutique brand dedicated to delivering an exceptional experience through the art of high-quality tea. Teazzi’s uniqueness lies in its use of high-quality teas and its modern, aesthetically pleasing presentation.   Teazzi arrived in Indonesia in 2021 and has opened many outlets in major cities. Before entering the Indonesian Market, Teazzi had already successfully expanded into the United States. Its branches are located in New York, California, and Las Vegas. This brand even won an award as “New York’s Favourite Milk Tea”.  The quality and authenticity of Teazzi are attractive advantages. Teazzi uses imported tea leaves from Taiwan to ensure an authentic taste, offering three different types of tea leaves: Deep Roast Oolong, Four Seasons Oolong, and Jasmine Green Tea. In the age of social media, drinks such as “Deep Roast Oolong Milk Tea and “Apple Green Tea” are very Instagrammable. In today’s era, consuming beverages like this is not only about taste but also about identity. Teazzi’s digital marketing strategy is also well-suited to Gen Z characteristics, such as promoting through social media, strategically placing stores in malls, featuring photo-friendly store designs, and offering a variety of interesting flavors to try. All these elements make Teazzi more than just a drink, but also part of an “experience” and a lifestyle. Teazzi has successfully become a symbol of modern lifestyle among Indonesia’s Gen Z. Through the quality of authentic Taiwanese tea, aesthetic presentation, and effective digital marketing strategies, Teazzi has been able to attract young people who love to follow trends. Now, enjoying Teazzi is not just about taste, but also a way to express oneself, show social identity, and follow a contemporary lifestyle that is close to the digital culture of Gen Z.   Sources: https://www.teazzi.id/our-story https://www.kompas.com/food/read/2023/03/31/190000475/brand-minuman-yang-dijuluki-new-york-s-favorite-milk-tea-kini-hadir-di https://insiderindonesia.com/detail/605432/menu-favorit-teazzi-yang-bikin-ketagihan   Written by M. Fairuz Falifasya Lubis, Management 2025, Public Relations The 19th IMOTION  

Artirasa cheesecake is not just an ordinary dessert. For many Indonesians, especially Gen Z, this is a favorite dessert that is always present at various moments, from hangouts with friends, office events, to simply accompanying leisure time at home. Its soft texture and taste that suits the palate make it easily accepted by various groups. Starting as a simple home business, Artirasa has now grown and is present in various cities in Indonesia. This product proves that local businesses with good quality and affordable prices can grow rapidly. This time, they are presenting something different. By collaborating with Somethinc, a continuously innovating local skincare brand, Artirasa creates a new experience that combines delicacy and self-care. The result is a product that not only pampers the tongue but also provides a meaningful self-care moment. What Makes This Collaboration Attractive Cross-Category Appeal Marketing strategy that creates appeal for a brand or product outside its original category, by connecting the value or essence of that brand to other different product categories. The goal is to attract new customers from different market segments and avoid market saturation. The collaboration of Artirasa (cheesecake) with Somethinc (skincare) is a form of cross-category appeal, where two brands from different industries (F&B and beauty) create an attractive experience for consumers who may initially only be interested in one category, but then become interested in trying both because of the collaboration. Complementary Brand Values These brand values complement each other. Artirasa and Somethinc are both Indonesian local hero brands with loyal followers. Both offer premium quality products at affordable prices, trendy, and popular among Gen Z. Their values reinforce each other, making this collaboration feel natural and relevant. Impact & Results The Artirasa x Somethinc collaboration provides a clearly visible positive impact, especially attracting the attention of young people and bloggers. Social media reach increased drastically because content was shared by fans of both brands simultaneously, creating a significant amplification effect. Most importantly, this collaboration successfully changed the perception of Artirasa from just a food brand to a trendy and beauty-conscious brand, expanding their image towards a more lifestyle and modern direction.   Sources: https://artirasajkt.com/ https://www.marketeers.com/cross-category-marketing-strategi-efektif-untuk-keluar-dari-pasar-jenuh/ https://www.investopedia.com/terms/c/cobranding.asp   Written by Keyko Genio Iskandar, Management 2025, Public Relations The 19th IMOTION

A Lifestyle That Never Pauses From early classes and part-time jobs to late-night deadlines, Gen Z’s lifestyle rarely stops for a break. Between pollution, fast food habits, and the endless chase for productivity, skincare often ends up taking the hit. Dullness, acne, oil imbalance, they’ve become familiar visitors on faces that are simply trying to keep up. That’s where Watch Me Bare It (WMBI) steps in. Born from the same fast-paced rhythm it aims to serve, WMBI is a skincare brand that recognizes the need for products designed not just for skin types, but for lifestyles. Its mission is simple: make skincare feel like self-care again, easy, intentional, and effective. Bridging the Modern Skincare Gap The founders of WMBI started with a simple observation: many Gen Z consumers care deeply about skincare, but the solutions available don’t always match their needs. Between viral trends and routines that take more time than a full Netflix episode, skincare can feel like a burden rather than a relief. Instead of adding to the noise, WMBI focuses on simplifying it. Their philosophy centers on “one product, multiple benefits” — formulas designed to tackle several skin issues at once without compromising on gentleness. It’s skincare for the real world: fast-moving, adaptive, and honest about the imperfections that come with being human. Where K-Beauty Science Meets Indonesian Skin To turn this philosophy into practice, WMBI collaborated with dermatological experts from Korea, combining K-beauty technology with the realities of Indonesia’s climate. The result is their signature “cocktail ingredients” approach, formulas that rely not on the strongest actives, but on the right balance. Each product is crafted for versatility: Pine Clear Toner, which helps refresh and refine pores; Birch Defend Soothing & Barrier Strengthening Serum, created to repair damaged skin barriers — a root cause of many common skin problems; and Buckthorn Bright Serum, formulated to restore glow and even out the skin tone. Rather than offering one-size-fits-all routines, WMBI encourages users to mix and match based on their current skin condition, a practical response to life’s weekly shifts between stress, lack of sleep, and changing weather. Accessible, Confident, and Unapologetically Real Affordability is also central to WMBI’s appeal. With promotions like Beauty Friday, Twin Date Deals, and Payday Promos, the brand maintains a balance between premium quality and everyday accessibility. But beyond affordability or aesthetics, WMBI’s real strength lies in its message. Its name, “Watch Me Bare It,” captures the spirit of Gen Z, expressive, bold, and unfiltered. It’s a statement that confidence isn’t about covering up, but about embracing what’s real. For a generation redefining self-expression, WMBI stands as a reflection of how Gen Z embraces authenticity — raw, honest, and brave enough to bare it all. Sources: https://youtu.be/MB8RsbkTSeE?si=ZCf7JsYq1abS0-fq https://www.instagram.com/p/DJQ2OLVyQ55/?img_index=1 https://youtu.be/LNd7HU64yQU?si=Eew6k8yRLMmFjhe0   Written by Neisha Dinara, Management 2024, Public Relations The 19th IMOTION

Back in the frenzy of Black Friday in 2011, When almost every brand promoted their products by encouraging people to buy them, Patagonia decided to take a completely different path. Patagonia caught public attention by running a full-page advertisement in The New York Times, boldly urging readers not to purchase one of its jackets through a headline that read Don’t Buy This Jacket. At first, it seemed like a terrible marketing idea that would drive customers away. Yet, the move became one of the most brilliant and influential campaigns in modern marketing history. In the advertisement, Patagonia displayed one of its best-selling jackets and included detailed information about how much water, energy, and waste were used in its production. The message was simple but powerful. Think before you buy. Instead of making people feel guilty, the company encouraged consumers to be more mindful in a world filled with overconsumption and fast fashion. The campaign was part of the Common Threads Initiative, a program that invited people to buy only what they needed, repair what was broken, and recycle what they could. This bold decision went against traditional marketing principles. Rather than trying to sell more products, Patagonia focused on promoting values such as honesty, transparency, and sustainability. Surprisingly, this approach built even greater trust among customers. Within a year, the company’s revenue reportedly increased by about thirty percent. People were no longer just purchasing jackets. They were supporting a cause and a belief in responsible consumption. From a marketing perspective, the campaign demonstrated the power of authenticity. Patagonia succeeded because it dared to say what other brands would not. While most companies focused on discounts, Patagonia focused on integrity. By acknowledging the environmental impact of its production process, the company showed that honesty can strengthen, not weaken, a brand. The message spread rapidly through the media, earning massive attention without additional advertising costs. Imagine a small coffee shop surrounded by competitors promoting “Biggest Discount Today.” Instead, you place a simple sign that says “No discounts. Just coffee worth enjoying.” At first, customers might be confused, but eventually, they would realize that your shop values quality over gimmicks. Those who appreciate authenticity would return and bring others with them. That is exactly what happened with Patagonia. In the end, Don’t Buy This Jacket became more than just an advertisement. It became a cultural statement that changed how people view marketing. Patagonia showed that marketing is not only about persuading people to buy but about giving meaning to what they buy. The company was not merely selling outerwear anymore. It was selling awareness, loyalty, and a new way of thinking. In a world that constantly shouts for attention, sometimes the most powerful message is the simplest one of all. Don’t buy this.   Sources https://medium.com/@samuelzaw00/how-did-patagonia-changed-sustainability-marketing-a-dive-into-dont-buy-this-jacket-d5f75e42b2b1 https://hbr.org/2012/11/patagonias-provocative-black-fhttps:/www.marketingweek.com/case-study-patagonias-dont-buy-this-jacket-campaign https://www.marketingweek.com/case-study-patagonias-dont-buy-this-jacket-campaign/   Written by Muhammad Kamil Iksir, Management 2025, Public Relations The 19th IMOTION

As one of the largest state-owned construction companies in Indonesia, Waskita Karya continues to play an active role in supporting national economic growth through the development of Indonesia’s strategic infrastructure. One of its key ongoing projects is the construction of the Probolinggo-Banyuwangi Toll Road, which is expected to bring significant impacts on mobility, tourism, and regional economic development. From highways to holidays, the Probolinggo-Banyuwangi Toll Road is set to make East Java’s stunning destinations more accessible than ever. Famous spots like Mount Ijen, Baluran National Park, and others will become easier to reach, inviting more domestic and international tourists. This surge in tourism is expected to not only boost local businesses, but also showcase East Java as a world-class destination. Besides building a new road, this project also creates many new job opportunities for local communities. With improved connectivity, inter-regional logistics will become more efficient, and tourism potential in East Java will thrive. These benefits are set to deliver long-term value, not only for the local economy but also for Indonesia’s overall growth. With extensive experience in constructing thousands of kilometers of toll roads across our nation, Waskita Karya once again demonstrates its vital role in provisioning infrastructure solutions that deliver real impact. This homegrown achievement proves that toll road development is not only about improving travel convenience but also about strengthening Indonesia’s economic foundation by enhancing city-to-city connectivity. Looking ahead, Waskita Karya remains committed to delivering reliable, sustainable, and impactful infrastructure, while supporting the government’s vision of accelerating equitable development across Indonesia. Sources: https://waskitaprecast.co.id/project/detail/jalan-tol-probolinggo-banyuwangi-proban-paket-3 https://www.metapos.id/waskita-karya-kebut-pembangunan-jalan-tol-probolinggo-banyuwangi/  https://www.kompas.com/properti/read/2025/08/27/163000721/garap-tol-probowangi-paket-3-waskita-serap-44-persen-pekerja-lokal   Written by Celine Aurel Asyela, Management 2024, Public Relations The 19th IMOTION