Brand Campaigns That Stood Out in 2025

Written by: Olivia Dwi

As 2025 unfolds, Indonesia’s creative landscape has been lit up by some seriously inspiring brand campaigns. These five standout campaigns didn’t just make noise, they made meaning. Here’s a spotlight on the year’s biggest wins, and what made them so powerful.

1. BCA – Don’t Know? Kasih No!

BCA launched its “Don’t Know? Kasih No!” campaign to raise public awareness about phishing and social engineering scams. This year, the message became even more memorable through a collaboration with the comedy group Agak Laen, whose signature humor brought a fresh and entertaining twist to the topic.

The film and its comedic storytelling made the message instantly relatable, encouraging people to pause, think twice, and confidently say “no” whenever something felt suspicious.

The approach proved highly effective. The collaboration spread quickly online, and many customers reported feeling more alert and more likely to reject scam attempts, showing that digital safety education works best when it’s simple, culturally relevant, and genuinely fun to watch.

2. Duolingo × Tokopedia – Turning Meme Culture Into Connection

Duolingo and Tokopedia leaned into a long-running internet joke: Duo the owl (Duolingo) looks a lot like Toped the owl (Tokopedia). Instead of ignoring it, they embraced the meme and launched a playful campaign: “Not Tokopedia / Not Duolingo.”

They made billboards, online content, and even held a K-pop dance battle event with their mascots. On November 11, 2025, Duolingo launched its first official merchandise store on Tokopedia, turning that meme energy into real business.

3. AIA Indonesia – Rethink Healthy

Insurance giant AIA launched its Rethink Healthy campaign to challenge narrow ideas of health. Instead of idealizing only gym time or dieting, they encouraged Indonesians to see health as holistic, involving physical, mental, financial, and environmental well-being.

The campaign, crafted by STEB Asia, leaned into four pillars — music, laughter, nature, and relaxation — and even held “Sing A Thon” events to show that being healthy can be fun.

The results? According to the brand, 94–95% of people exposed to the campaign said they were inspired to live healthier. Plus, AIA Vitality app data showed real health improvements: glucose dropped by 66%, blood pressure by 63%, and participants logged over 9 billion steps, that’s like walking around the world 175 times.

4. Telkomsel – #PastiAdaSolusi

Telkomsel Enterprise’s B2B campaign, #PastiAdaSolusi, earned international recognition at the PR Awards 2025, winning Best PR Campaign: B2B.

What made it work? Rather than just talk features, the campaign showed real business transformation. In its third phase (in 2025), Telkomsel spotlighted partnerships with big names like Gojek, Samsung, and BRI, demonstrating how its connectivity solutions drove operational efficiency and innovation.

5. Blibli – #NoBlablaDiBlibli

Blibli doubled down on its brand promise of reliability with the “No Blabla di Blibli” campaign, a playful statement that everything on the platform is transparent, authentic, and no-nonsense.

Through witty storytelling and sharp copy, the campaign called out over-the-top marketing claims and contrasted them with Blibli’s straightforward commitments: curated sellers, verified products, and guaranteed quality. The message resonated strongly with online shoppers tired of empty promises and misleading ads.

By leaning into clarity and honesty, Blibli strengthened its positioning as a premium, trusted e-commerce platform, proving that being real is one of the most effective marketing strategies today.

Big Picture: What These Campaigns Tell Us

Putting these five together, some common threads emerge:

Culture-first storytelling. Humor, memes, and relatable narratives help brands enter everyday conversations.

Trust as a strategic asset. Campaigns that clarify, simplify, and reassure earn long-term loyalty.

Cross-industry creativity. Unexpected partnerships (apps × e-commerce, brands × comedians) create fresh engagement drivers.

Action-based results. The most meaningful campaigns show measurable shifts in awareness, habits, and confidence.

Indonesia’s standout campaigns in 2025 remind us that powerful marketing is not only about visibility. It is about creating relevance, sparking emotion, and leaving a positive mark on society. These campaigns show that when brands communicate with clarity and intention, they do more than advertise. They build culture.

Source

AIA Financial. (2024, September 9). AIA Indonesia launches “Rethink Healthy”. https://www.aia-financial.co.id/id/about-aia/media-center/press-release/2024/press-release-20240909-AIA-Luncurkan-Rethink-Healthy-Ajak-Masyarakat-Mendefinisikan-Arti-Sehat-Lewat-Cara-Simple-dan-Beragam

Indonews.id. (2025). STEB Group & AIA Indonesia win at NEXT Awards 2025. https://indonews.id/artikel/346811/STEB-Group-dan-AIA-Indonesia-Raih-Empat-Penghargaan-di-NEXT-Awards-2025/

Unithree. (2025, November 3). Duolingo × Tokopedia collaboration. Unithree Insights. https://www.unithree.co.id/insights/article/insight-article-3

PT Bank Central Asia Tbk. (2024, December 6). Dapat penipuan yang Agak Laen? Don’t know? Kasih no! https://www.bca.co.id/id/informasi/awas-modus/2024/12/06/03/05/dapat-penipuan-yang-agak-laen-dont-know-kasih-no

Blibli. (2025, July 17). #NoBlablaDiBlibli: Menjawab keresahan pelanggan dengan kepastian, bukan janji. https://about.blibli.com/en/media/press-release/noblabladiblibli-menjawab-keresahan-pelanggan-dengan-kepastian-bukan-janji