Antangin celebrates Indonesia’s everyday heroes in ‘Pejuang Pantang Tumbang’ campaign

Antangin has launched a new campaign, “Pejuang Pantang Tumbang” (“The Warriors Who Refuse to Fall”), celebrating the spirit of perseverance that runs deep in Indonesia.

 

The campaign pays tribute to the everyday courage of Indonesians from all walks of life, from the street food seller setting up before sunrise, to the home-based caterer preparing meals before the city wakes, and the ojol (motorbike ride-hailing driver) weaving through rain-soaked streets. These are the quiet warriors whose resilience keeps the country moving.

The film draws on the uniquely Indonesian concept of masuk angin, literally translated as “the wind entering the body,” describing the moment the body begins to give in just before illness sets in. Relief often comes when the body releases the trapped wind, symbolising a small human victory that restores balance.

Through “Pejuang Pantang Tumbang”, Antangin honours this quiet perseverance, positioning the brand as a companion to those who keep going no matter the challenge.

“We wanted to move past the usual product story and celebrate something deeper, the everyday courage that keeps Indonesians going. The Antangin team shared that belief, making it possible to tell a story that feels honest,” said a Playgroup Asia spokesperson.

Shot with cinematic warmth and honesty by Indonesian director Dimas Djayadiningrat, the film finds scale in ordinary moments. Each frame reflects the rhythm of Indonesian life, resilient, kind and full of heart. The film balances emotion and humor, capturing plain-spoken moments that feel true.

For every Indonesian who keeps going, Antangin stands beside them as a trusted companion and a symbol of perseverance.