Gudang Garam infuses Independence Day campaign with music video-style artistry

Gudang Garam has unveiled its 2025 corporate campaign, “Bangga nyalakan bangsa,” marking Independence Day with a stirring call to reignite national pride.

The campaign arrives at a time when social and economic challenges have dampened public confidence in collective progress. By aligning its brand narrative with themes of resilience and contribution, Gudang Garam aims to reinforce its role in fuelling Indonesia’s growth.

Running exclusively on Independence Day, the campaign was brought to life through TV and cinema channels, positioning it as both a celebratory and symbolic moment in the country’s marketing calendar.

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The project was led by creative agency SALVO, with a roster of talent spanning multiple disciplines. The campaign was produced by RT Films, with Bramsky directing and Fahim Rauyan as director of photography. Post-production was handled by Above Space, Bumblebee, Sunny Side Up, and Mastermind.

David Eltino, lead creative at SALVO, explained the creative direction: “Despite facing numerous challenges this year, we successfully delivered the Gudang Garam Corporate 17 August TV commercial from concept to completion. A key factor in this success was the strong relationship between our agency and the client, enabling open brainstorming and collaborative problem-solving to achieve our shared vision.”

“This year, we took a fresh approach by incorporating a music video-style treatment, complete with unique arrangements and vocal performances. We also partnered with a film director renowned for his strong artistic sensibility, resulting in a captivating film with an artistic flair unlike any of our previous TVCs,” he added.

With this release, Gudang Garam continues its tradition of aligning corporate campaigns with moments of national significance, leveraging artistry and storytelling to reinforce both brand values and Indonesia’s collective spirit.

Established in 1958 in the town of Kediri, East Java, Gudang Garam is one of Indonesia’s leading cigarette producers. The company is known for a wide portfolio of brands, including Gudang Garam Merah, Gudang Garam Djaja, Gudang Garam International, Gudang Garam Surya, and Gudang Garam Signature.

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