Spotify Indonesia’s new films explore the comfort of being ditemenin by music
In Indonesia, Gen Z and Millennials love doing things with Spotify playing in the background, whether they’re commuting, studying, working, or doing household chores. Celebrating this uniquely Indonesian craving to feel “ditemenin” (accompanied), Spotify Indonesia, teamed up with Ambilhati, launched a new campaign “Enaknya Ditemenin Spotify” (It feels better to be accompanied by Spotify), rooted in the insight that Gen Z and Millennials often seek comfort and connection in their daily routines, even if only through sound. This campaign makes daily routines more enjoyable, positioning Spotify as more than background music but as a companion that “gets you.”
“Spotify’s algorithm is incredibly spot-on, it just gets you,” said Eddu Enoary Eigven, Creative Business Lead at Ambilhati. “Through personalized playlists that match whatever moment you’re in, it often feels like Spotify understands you better than you realize. With this campaign, we wanted to spotlight and strengthen that role, one that many might not even be fully aware of yet.” Whether users are stuck in traffic or powering through late-night edits, they’re seeking companionship, and this campaign shows how Spotify steps in like a friend who knows exactly what they need.
To bring this to life, the campaign launches with two emotive films that reimagine the idea of being accompanied, not just by music, but by the artist themselves, almost as if they’re right there with you. Directed by Thai director Kanin Chandrasma, in his first-ever Indonesian TVC, both films are given a unique emotional twist that blends local insight with a cinematic, personal touch.
The first film, Yura Yunita’s “Jalan Pulang,” transports viewers into Jakarta’s infamous rush hour where a man is stuck in slow-moving traffic, worn down by the weight of the day. He’s tired, disconnected, until Yura’s powerful vocals fill in the car, wrapping the moment in quiet comfort. It’s as if she’s driving him home.
Meanwhile in the second film, featuring Rony Parulian’s “Tak Ada Ujungnya,” we invite users to step into the life of someone buried in endless edits and never ending overtime. Rony’s voice cuts through the loneliness of working late alone, and somehow, eases it. In this world, a playlist isn’t just background noise. It’s the only company that truly gets you.
“Indonesia continues to be one of our most vibrant and passionate listener bases in Southeast Asia,” said Cassandra Aprilanda, Southeast Asia Marketing Lead at Spotify. “This campaign taps into how music becomes emotional shorthand, especially for a generation that’s constantly on the move but always craving companionship.”
Another exciting part of this campaign is that it goes beyond the screen. Launching alongside the films is “Jasa Ditemenin Spotify”, an interactive experience where users can generate playlists matched to whatever they’re up to, whether it’s late-night hustle, deep-focus studying, or chaotic cooking session. Each playlist is designed to feel like the perfect companion for the moment. It’s live now and can be experienced here.
Spotify’s “Enaknya Ditemenin Spotify” campaign is now rolling out across digital, social, on-ground activations, and broadcast platforms, continuing throughout the rest of the year.
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