MR D.I.Y. taps into everyday family life with new 'inspiration' push

MR D.I.Y. Indonesia has launched a new campaign titled “Inspirasi buat yang ada aja idenya” (“Inpiration for those who always have an idea”), tapping into the power of daily creativity among Indonesian families.

Rather than centring on glamorous transformations, the campaign leans into the ordinary - kitchens, garages, study corners - and the hidden sparks within them.

“The campaign is designed to inspire Indonesian families to make use of MR D.I.Y. products in ways that are not only meaningful, but also create added value,” said Ria Sutrisno (pictured, right), head of marketing at MR D.I.Y. Indonesia. “We believe true inspiration isn’t always grand - it often lives in the small and meaningful.”

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This marks MR D.I.Y.’s attempt to elevate itself beyond its identity as a functional store, positioning its thousands of SKUs as enablers of self-expression, small businesses, and family bonding.

The campaign is notably grounded in user stories: loyal customers, content creators, and even micro-entrepreneurs who have repurposed affordable MR D.I.Y. products into crafts, décor, or even livelihoods.

To bring this inspiration to life, MR D.I.Y. will run an “inspirational bazaar” in four major cities - Bekasi, Bandung, Semarang, and Surabaya - featuring immersive zones themed around rooms in the home, such as bedrooms and kitchens, as well as interactive workshops and giveaways.

Public figure and MR D.I.Y. regular Donna Agnesia (pictured, left), a mother and actress, shared her take on what inspiration looks like in daily life. “I believe inspiration is essential to keep our energy up - especially amid the busy routines we mothers face,” she said. “It’s what brings life into a home and makes it a happier place for the family.”

Agnesia offered three practical tips for busy mums: carve out ‘me time’, turn everyday activities into expressions of self, and never underestimate a small idea.

Retail-wise, the campaign is supported by high-volume promotions such as Hemat Mat Mat discounts of up to 33% on thousands of items, and a Tebus Super Hemat programme offering additional low-price bundles.

“From simple routines and small ideas, anyone can spark creativity and drive positive change. We hope more Indonesian families feel inspired, and MR D.I.Y. is always ready to be part of their journey,” Sutrisno said.

MR D.I.Y. operates over 4,000 stores across Asia and Europe, including in Malaysia, Thailand, Indonesia, Singapore, Brunei, the Philippines, Cambodia, Vietnam, India, Turkey, and Spain. Its stores carry around 18,000 products across 10 major categories. In Indonesia, MR D.I.Y. marked a milestone earlier this year with the opening of its 1,000th store in South Sulawesi.

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