Telkomsel celebrates the power of connectivity in 'Nyalakan semangat Indonesia'

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Telkomsel has unveiled a new national campaign, “Nyalakan semangat Indonesia” (“Ignite the spirit of Indonesia”), reaffirming its commitment to strengthening connectivity and empowering communities across the archipelago. Timed to coincide with Indonesia’s 80th Independence Day celebrations, the campaign highlights the telco’s role as a digital enabler for more than 200 million people.

Running from 17 to 31 August 2025, the campaign is designed to showcase how Telkomsel’s connectivity transcends distance - unlocking opportunities, uplifting future generations, and supporting sustainable livelihoods. The creative work includes a TV commercial, supported by digital executions spanning social media and online platforms.

The film follows a fisherman’s daughter, Ayu, who dreams of becoming a water police officer. After her father never returns from his last voyage, she grows up to fulfil that dream - rescuing fishermen at sea and reuniting them with their loved ones, as Telkomsel’s connectivity bridges the distance from sea to shore.

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The project was brought to life by production house Hidra Production, with Sim F. directing and Flock - FCN serving as the creative agency.

“As we celebrate 80 years of Indonesia’s Independence, we reaffirm our commitment to driving the nation forward by becoming a digital enabler that empowers Indonesians to make a better today and an excellent tomorrow. This commitment is at the heart of ‘Ignite the spirit of Indonesia’ - a reminder that the spirit of Indonesia has guided us since the very beginning, standing strong today and in the days to come,” said Saki H. Bramono, Telkomsel’s VP of corporate communications and social responsibility.

Previously, president director Nugroho also framed the initiative as a commitment to building a competitive, future-ready society through inclusive connectivity. “We believe that providing equitable connectivity and technological innovation is the key to building a highly competitive society,” he said.

Over the past 30 years, Telkomsel has grown to serve more than 158 million mobile customers and 10 million IndiHome users, with coverage reaching 97% of the population via 280,000 base transceiver stations. Its network leadership is reinforced by contiguous 5G expansion across 56 cities, supported by over 3,000 5G base transceiver stations and end-to-end AI integration.

Beyond infrastructure, Telkomsel has built a digital ecosystem spanning consumer platforms (MAXStream, Dunia Games, Langit Musik, LinkAja), enterprise solutions (IoT, DigiAds, MSIGHT), innovation through INDICO and Telkomsel Ventures, and AI-led customer services such as Veronika and TED. It was also the first telco in Indonesia to commercialise 5G for both individual and industrial use.

Telkomsel ties its technological strides to social impact via large-scale CSR programmes: IndonesiaNEXT for digital skills, Internet BAIK for digital literacy, and NextDev for startup incubation. It also runs SME empowerment (DCE), rural development (“Baktiku negeriku”), disaster relief (TERRA), and environmental programmes (“Telkomsel jaga bumi”), which includes recycling initiatives and mangrove planting.

Apart from the creative campaign, Telkomsel is launching special offers, customer activations, and heritage-driven initiatives such as “Jejak semangat Indonesia”, which combines historical walking tours in Jakarta and Yogyakarta with interactive experiences on the MyTelkomsel app.

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