Bluebird refreshes brand appeal among younger riders through playful collaboration

Bluebird Group has unveiled a new collaboration with Tahilalats, one of Indonesia’s local intellectual properties, as part of a long-term strategy to maintain relevance across generations while staying rooted in its core values of trust and comfort.

The partnership introduces a lighter, more playful layer to Bluebird’s brand through a series of activations that blend everyday storytelling, humour, and mobility. The collaboration spans limited-edition merchandise, digital initiatives, and an interactive offline experience centred around the Bus BirdGembira.

Known for its slice-of-life humour that reflects everyday realities, Tahilalats was chosen for its natural resonance with the public, the company said. The tone and relatability of its stories mirror Bluebird’s long-standing role in accompanying customers through different moments of daily life, from routine commutes to significant personal milestones.

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Bluebird CEO Andre Djokosoetono said the partnership is designed to help the company connect more closely with younger audiences without diluting its identity. “This marks our step to express Bluebird’s identity in a new way that feels closer to customers, through storytelling, visuals, and memorable experiences,” he said.

At the centre of the collaboration is a range of limited-edition Bluebird Group x Tahilalats merchandise, featuring Tahilalats’ distinctive visual style combined with Bluebird’s brand elements. The collection includes tumblers, T-shirts, keychains, bandanas, and foldable bags, all of which can be redeemed by customers through EZPoints on the MyBluebird app as a loyalty reward.

Beyond merchandise, Bluebird has transformed one of its Bigbird buses into the Bus BirdGembira, reimagined as a mobile space for play and expression. Wrapped in Tahilalats-themed visuals, the bus offers visitors interactive zones such as prize quizzes, photo areas, and on-site merchandise selections, positioning it as a pop-up destination within the rhythm of urban life.

The Bus BirdGembira will appear at several public locations, including Pintu B of MRT Dukuh Atas on 24-25 January 2026 and 31 January-1 February 2026, followed by a longer stop at JIExpo Kemayoran from 5-15 February 2026.

“Rooted in the philosophy of the Bluebird name as a bird that brings happiness, we see a shared set of values with Tahilalats as a local brand that has grown alongside the community and shares laughter through the power of everyday stories. Together with Tahilalats, we translate Bluebird’s journey and values into a range of experiences that can become part of people’s moments of happiness,” said Bluebird CMO Monita Moerdani.

From Tahilalats’ perspective, the partnership is also seen as an opportunity to showcase the strength of local creativity in new formats. “Through the original works we present together with Bluebird, we want to show that local creativity and talent have ample space to appear modern, relevant, and close to the public. It is very exciting to see how Tahilalats characters can come to life across different mediums,” said Rakhman Azhari, co-founder of Tahilalats.

To support accessibility to the offline activations, Bluebird Group is offering a special Bluebird taxi promotion to the Bus BirdGembira locations via the promo code BBTAHILALATS on the MyBluebird app. According to the company, this initiative marks only the beginning of a broader series of creative programmes that will roll out throughout the collaboration period, with further updates to be shared via Bluebird Group’s official social media channels and the MyBluebird app.

Listed on the Indonesia Stock Exchange since November 2014, Bluebird operates across 21 cities through 19 subsidiaries, with an integrated mobility ecosystem spanning taxi services, rentals, buses, logistics, and vehicle trading and maintenance.

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