In Indonesia, Gen Z and Millennials have a special habit – they love having Spotify playing in the background no matter what they’re doing. Whether it’s commuting, studying, working late, or even cooking, music has become their constant companion. This craving for feeling “ditemenin” (accompanied) inspired Spotify Indonesia, in collaboration with creative agency Ambilhati, to launch the new campaign “Enaknya Ditemenin Spotify” (It feels better to be accompanied by Spotify).
The campaign is based on a simple but powerful insight – for many young Indonesians, music is more than just sound. It’s a friend, a comfort, and sometimes the only “company” they need in their busy, ever-moving lives. Spotify’s ability to create perfectly personalized playlists makes it feel like it truly understands its listeners, matching music to their moods and moments with uncanny accuracy.
To bring this idea to life, Spotify released two emotional short films directed by Thai filmmaker Kanin Chandrasma, marking his first Indonesian TV commercial. Both films beautifully capture what it’s like to be “accompanied” by not just music, but the artist themselves.
In the first film, featuring Yura Yunita’s Jalan Pulang, we see a man stuck in Jakarta’s heavy rush-hour traffic. Exhausted and disconnected, he suddenly finds comfort as Yura’s soulful voice fills the air — almost as if she’s right there with him, helping him get home.
The second film, with Rony Parulian’s Tak Ada Ujungnya, shows a person working alone late into the night, surrounded by endless edits. Rony’s warm vocals break the silence, making the loneliness a little easier to bear — proving that the right song can be as comforting as a friend who knows exactly what you need.
Beyond the films, the campaign introduces “Jasa Ditemenin Spotify”, an interactive experience where users can create playlists that perfectly match their current activity — whether it’s studying, cooking, or working late. Each playlist is designed to make listeners feel truly accompanied, no matter where they are.
As Cassandra Aprilanda, Spotify’s Southeast Asia Marketing Lead, explains, “Music becomes an emotional shortcut, especially for a generation always on the move but always craving companionship.”
The “Enaknya Ditemenin Spotify” campaign is now live across digital platforms, social media, on-ground activations, and TV broadcasts, continuing throughout the rest of the year — bringing not just music, but a sense of togetherness to millions of Indonesians.
Credits
Client: Spotify
Cassandra Aprilanda: SEA Marketing Lead
Bryna Mariska: ID Marketing Manager
Nadia Almas Tsaabitah: ID Marketing Associate
Xander Lee: Creative Director
Ronald Bunaidi: Senior Art Director
Creative Agency: Ambilhati
President Director: Sandru Prapanca Emil
Chief Operating Officer: Florian Widjaja
Strategic Comms Leader: Rosinsko Hiro
Senior Strategist: Indy Wibowo
Digital Strategist: Ariela Yoana
Creative Business Director: Eddu Enoary Eigven
Associate Creative Director: Bagasworo Rinugroho, Gerry Ginanjar
Creative Group Head: Mentari Puspaseruni, Novian Gelang
Art Director: Nabila Anindya Yudiantoro, Cecilia Clara, Laurencia Elizabeth Meidy
Senior Copywriter: Azvina Firanza Alamsyah, Fari Aulia
Head of Studio: Bugie Pratomo
Senior Motion Designer: Rifqi Reza Dharmawan
Senior Graphic Designer: Nando Manurung, Anzilna Nuril Falah
Content Strategist: Maisha Salsabila
Social Media Officer: Aldimansyah Sobri, Dara Dutta Maharani
Social Media Admin: Amini Nuraisa
Group Account Director: Fachri Rubian
Associate Account Director: Devy Prameswari
Senior Account Manager: Herwina Rara, Fadel Kining
Senior Account Executive: Nadya Novita Syafitri, Sherina Trinovita
Account Executive: Marisa Intan Rizonna
Project Manager: Echi Anggraeni
Head of Producer: Hadi Syaiful
Producers: Budi Mulianto, Nina Rakhmatika
Production:
Production House: Berkah Films
Director: Kanin Chandrasma
Executive Producer: Alvin Lim
Senior Producer: Yona Pohan
Production Support: Wan, Fluke Chiu, Fakhri Fadhilah, Boni Perdana
Post-Production Support:
Offline Post-Production: Sunny Side Up
Online Post-Production: Sunny Side Up
Color Grading: Above Space
Audio Mixing: Blue Magic
Featured Artists:
Universal Music Indonesia: Rony Parulian
KithLabo (Powered by Believe) – Merakit: Yura Yunita
Featured Songs:
Song: Tak Ada Ujungnya
Written by: Lafa Pratomo, Rony Parulian
©️ PT. Aquarius Pustaka Musik, PT. Suara Publisindo
Song: Jalan Pulang
Written by: Donne Maulana Yusuf, Yunita Rachman, Marchella Febritrisia Putri
©️ PT. Massive Music Entertainment
