Gudang Garam captures Indonesia's strength through a photographer's lens

Gudang Garam has taken a different approach to its annual Independence Day storytelling, shifting the focus from Indonesia’s cultural heritage to the people who embody the nation’s strength in a new 60-second film.

Titled “Tunjukkan kekuatan bangsa”, the film was created with Jakarta-based independent agency SALVO and follows a photographer travelling across Indonesia to document different expressions of the country’s strength.

His journey moves between people whose work forms part of the country’s everyday fabric, including a Gudang Garam employee and a group of fishermen, and a younger generation represented by contemporary dancers, hikers and other everyday Indonesians.

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Rather than relying on a single visual representation of Indonesia, the film brings together scenes that connect the country’s traditions with a more contemporary identity.

Several sequences were filmed in Kediri, East Java, where Gudang Garam was founded. From there, the film follows the idea of a flame travelling outward, tying into the brand’s “Sebarkan nyalamu” tagline and its broader message of passing spirit and strength between individuals, generations and communities.

For SALVO, the creative approach was intended to build on the cultural storytelling associated with Gudang Garam’s Independence Day campaigns while reflecting how Indonesia’s identity continues to evolve.

“We did not want to define Indonesia’s strength solely through the familiar symbols we have seen time and again. Yes, it lives in what people have inherited. However, we see it as something that is constantly in motion that is shaped, lived, and expressed on a day-to-day basis. That is an honest reflection of us as a nation. Thus, it became the foundation of our approach to the film,” said Azmil Ibrahim Aziz, senior art director at SALVO.

The film - now available across Gudang Garam’s official digital channels - was directed by Bramsky and produced by RT Films x F3. The creative team included chief creative officer Max Roza Natadjaya, creative group head David Eltino, senior art director Azmil Ibrahim Aziz and senior copywriter Khalila Meutia Said.

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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