Bluebird rolls out #BanggaPalingIndonesia to honour ID's mobility journey

Bluebird Group has launched #BanggaPalingIndonesia, a three-week integrated campaign celebrating both Indonesia’s 80th independence year and the company’s own legacy as one of the nation’s most recognisable homegrown brands.

The campaign highlights Bluebird’s journey from its humble beginnings with a single Holden Torana to becoming a trusted mobility partner for millions of Indonesians. It seeks to honour the company’s perseverance, customer-first approach, and drive for continuous innovation while resonating emotionally with the public.

At the heart of the campaign is the key message: “From Torana to millions of journeys: A symbol of Bluebird’s trust and consistency.” Bluebird’s very first taxi from 1972 hit the streets of Jakarta with Purnomo Prawiro (pictured, right), one of the company’s co-founders, and CEO Adrianto Djokosoetono (pictured, left) reminiscing about the early days of Bluebird.

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This is the first of two activation phases, featuring the executives’ visit to Bluebird’s original Jakarta office. The second expands into a convoy, bringing together the Torana and the full Bluebird fleet - Bluebird, Silverbird, Goldenbird, Bigbird, and Cititrans.

The multi-platform campaign runs across community networks, owned channels such as Instagram and TikTok, as well as mainstream media amplified by photojournalists.

“Through the #BanggaPalingIndonesia campaign, we want to celebrate Indonesia’s 80 years of independence while also reflecting on Bluebird’s own journey. From our very first Holden Torana to today’s diverse fleet, various services, Bluebird has grown hand-in-hand with the nation, becoming part of people’s everyday stories,” said Sekar Adisty, Bluebird’s head of corporate communications. 

“The convoy is more than just a showcase of vehicles - it is a symbol of trust, perseverance, and innovation that continue to drive us forward. This campaign is our way of honouring the past, appreciating the present, and reaffirming our commitment to always be a reliable mobility partner for the future of Indonesia,” she added.

The campaign’s first phase generated nearly two million impressions, widespread organic reposts on Instagram and TikTok, and unprompted coverage from major media - evidence, Bluebird said, that its story still resonates across generations.

Produced and directed by Bluebird’s in-house corporate communications team across public relations, social media, and internal communications, the #BanggaPalingIndonesia campaign runs until 23 August 2025.

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