Bluebird takes its Indonesia story on the road with #BanggaPalingIndonesia

Bluebird Group puts its drivers at the centre of its latest #BanggaPalingIndonesia campaign, taking five drivers across North Sumatra, East Java and Bali to explore local culture, history and everyday life.

The initiative builds on Bluebird’s efforts to position its 54-year journey alongside the changing cities and communities it serves. The company operates across 22 cities in Indonesia.

Under the campaign, five drivers from different Bluebird Group services become storytellers known as “Kawan lintas cerita” (KALCER). They travel across several operational regions, meeting local communities and exploring stories connected to Indonesia’s natural and cultural heritage.

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In North Sumatra, the drivers visit Tangkahan to learn about elephant conservation, explore Lake Toba and experience Batak culture on Samosir Island. The journey then moves to Surabaya, where they explore sites and businesses including Bung Karno’s birthplace, Tugu Pahlawan, Pasar Atom, Pabrik Limun Telasih and Rawon Kalkulator.

In Bali, the drivers experience cultural practices including the melukat ritual at Tirta Empul and Ngaben, while also learning about the production of Songket and Endek textiles with local communities.

“The diversity of people and communities is something we continue to encounter on every journey. This gives us the opportunity to gain a deeper understanding of the distinct characteristics of each region, as well as how the way Indonesians move around continues to evolve,” said Monita Moerdani, chief marketing officer of Bluebird.

The KALCER programme is the latest expression of Bluebird’s #BanggaPalingIndonesia platform, which the company said was created to celebrate Indonesia through stories encountered in everyday life.

The company has previously used both its heritage and popular culture to develop the platform. In 2025, Holden Torana, Bluebird’s first taxi fleet vehicle, returned to Jakarta’s streets as part of celebrations marking Indonesia’s 80th Independence Day, travelling alongside Bluebird Group’s other services.

Bluebird also collaborated with local intellectual property creator Tahilalats on “Safe ride, laugh loud”, using visual storytelling and humour to depict everyday Indonesian experiences for younger audiences.

For the company, the latest campaign shifts the storytelling focus towards its drivers, who spend their working days moving through Indonesian cities and interacting with different communities.

“For us, #BanggaPalingIndonesia is not only about celebrating what makes Indonesia different, but also about how we continue to be part of the cities, communities and stories within them. From the mobility journey we have built from the beginning, to popular culture and the stories of our drivers, all of these are part of Bluebird’s journey as an Indonesian company,” added Moerdani.

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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