AQUA anchors new brand platform in Indonesia's 'keep it cool' spirit

AQUA has launched “Kaum adem”, a new brand platform that positions Indonesia’s spirit of keeping it cool as a distinctive space for the mineral water brand.

The platform centres on everyday Indonesians who choose composure over reaction, togetherness over tension and humour over frustration when faced with heated moments. AQUA aims to build a consistent association between the minerals naturally present in its water and the feeling of being adem - refreshed, clear-headed and able to keep going, even when served at room temperature.

For Indonesia’s Independence Day, AQUA extended “Kaum adem” into a wider cultural moment, connecting its “stay cool” proposition with themes of resilience and optimism in collaboration with Moonfolks.

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The Independence Day work follows the platform’s initial development during Ramadan earlier this year. AQUA first introduced the behavioural territory during the festive period, using everyday pressures and heightened emotions as a backdrop for its refreshing role.

In the months that followed, the brand expanded the idea through communications built around relatable everyday tensions, moving “Kaum adem” beyond a seasonal campaign and towards a broader brand world that can be adapted across different moments, audiences and contexts.

The latest TVC also marks a shift in AQUA’s visual approach, according to its director, Sim F.

"When I first received the brief for this AQUA TVC from production house Pressplay, I found the idea very interesting and exciting. The concept portrays the lives of Indonesian people across different periods, who have always been legowo - not in the sense of giving up, but rather embracing a calm mindset and always thinking positively, or what we call adem," he said. 

"Because there is a common thread of shared values from the past to the present, spanning different characters and social classes, the visual approach needed to feel seamless in bringing all these differences together. I positioned AQUA itself, a mineral water sourced from Indonesia's nature that has also flowed since the generations of our ancestors, as the main transitional element connecting one character to the next."

The director also highlighted the decision to move away from the clean, polished aesthetic associated with AQUA’s previous TVCs, opting instead for a more realistic depiction of everyday life, with contrasting lighting and an authentic mood.

Shot on location in Bali and Jakarta, the campaign spans film, out-of-home, digital, social and on-ground activations.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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