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Arif Mujahidin, Communications Director of Danone Indonesia, highlights the role of integrated and empathetic communications in strengthening business sustainability in the digital era.

IABCINDONESIA.COM, JAKARTA – Danone Indonesia, through its AQUA brand, emphasized the importance of integrated sustainability communication to create long-term impact. As a pioneer in Indonesia’s bottled drinking water (AMDK) industry, AQUA participated in the IABC Indonesia Conference 2025, which this year carried the theme “Strategic Communications at the Heart of Trust, Humanity and Digital Impact.” The conference served as a platform for communication leaders and professionals to discuss how modern communication strategies can address the challenges of sustainability, public trust, and digital transformation.

In the first panel session titled “Technology & Sustainability: Communicating Purpose for Digital Impact,” Arif Mujahidin, Communications Director of Danone Indonesia, took part as a panelist, presenting the company’s perspective through the topic “Redefining Communications Impact on Business Sustainability.” Arif emphasized that the role of communication has evolved far beyond merely delivering messages. In today’s digital era, where transparency is essential, communication has become a strategic tool capable of shaping public behavior, building trust, and strengthening the legitimacy of corporate sustainability initiatives.

Arif explained that the integration of messaging, channels, and tangible actions forms the foundation for building a credible sustainability narrative. According to him, the public today evaluates not only what companies say, but also how those messages are followed through with consistent actions. Therefore, an integrated communication approach is key to ensuring that sustainability messages are delivered comprehensively, remain relevant, and effectively reach diverse audiences.

In its communication strategy, Danone Indonesia through AQUA brand combines the factual and virtual worlds. In the factual realm, the company provides media, communities, and stakeholders with direct access to observe the protection of mountain water sources, hygienic production processes, and the implementation of strict regulatory standards. Through these firsthand experiences, the company fosters public understanding of how sustainability is embedded in its day-to-day business operations.

During the panel discussion, Danone Indonesia through its AQUA brand, highlighted how empathetic and strategic communication can strengthen the company’s sustainability agenda.

On the other hand, in the virtual sphere, Danone Indonesia through AQUA brand leverages digital channels such as @AQUAlestari to deliver educational content on water conservation, the circular economy, and sustainable lifestyles. The content developed not only provides information but is also designed to encourage positive behavioral change related to water usage and public responses to environmental issues.

During the panel discussion, Arif highlighted that empathy-driven communication plays a crucial role in building long-term trust. Empathy enables companies to understand audience needs and respond with messages that are relevant, honest, and accessible. He also emphasized that building trust requires long-term commitment and consistent action on the ground, particularly in sustainability issues that are complex and multidimensional.

From left to right: Abdullah Fahmi (VP Corporate Communications & Social Responsibility, Telkomsel), Arif Mujahidin (Corporate Communication Director, Danone Indonesia), Shanti Ruwyastuti (Board of Director IABC Indonesia) dan Dwi Fatan Lilyana (Director of Human Resources and General Affairs, PT Pelabuhan Indonesia (Persero)), Elvera N. Makki (President IABC Indonesia; Founder & CEO, VMCS Communications & Social Impact), Sari Soegondo (Chair of Asosiasi Perusahaan Public Relations Indonesia (APPRI)), Tyo Guritno (Founder & CEO, Inspigo)

“Sustainability is not built through grand messages but through trust that is developed over time. Integrated and empathetic communication helps us align narratives, drive action, and ensure that every step delivers value for both society and the planet,” said Arif.

With a strong track record, including the planting of 2.6 million trees; the development of 93,000 biopores; support for 500,000 beneficiaries through WASH programs; and collaboration with 15,000 MSMEs and 2 million sellers, Danone Indonesia through its AQUA brand demonstrates that sustainability can go hand in hand with business growth. Through its participation in the IABC Indonesia Conference 2025, the company hopes to inspire more communication practitioners to understand the role of technology, empathy, and integrated narratives in creating broader social and environmental impact.

IABCINDONESIA.COM – PT Agrinesia Raya has once again reinforced its position as one of the most adaptive players in Indonesia’s food manufacturing industry. The company, which oversees a portfolio of iconic Indonesian souvenir brands and is part of the Asthanesia Group, secured a place in the Top 10 of the Impactful Communications Awards (ICOMMA) and the Impactful Public Relations Awards (IMPRA). The recognition underscores the company’s communication practices, which were assessed as innovative, impactful, and highly relevant amid an increasingly competitive digital landscape.

In the Impactful Communications Awards (ICOMMA) category, Agrinesia Raya received accolades across multiple sub-categories, including Best Integrated Marketing Communications, Best Digital and Social Media Campaign, Best Employee Engagement Program, and Best Sustainability Communication. In the Impactful Public Relations Awards (IMPRA) category, the company also won Best Internal Communication Program. These achievements reflect Agrinesia’s commitment to strengthening its corporate reputation through integrated, forward-looking communication strategies, with a strong emphasis on effective internal communication, enhanced employee engagement, and consistent messaging to support long-term business growth.

In the Best Integrated Marketing Communications sub-category, Agrinesia implemented an integrated campaign to introduce  “Bolu Stim Menara Sebagai Oleh-oleh Khas Medan”. The program combined offline and online marketing strategies, including campaign activations at PON XXI and PRJ 360, collaboration with the Medan city government during the city’s 434th anniversary celebrations, KOL-driven initiatives, and online competitions designed to increase consumer engagement. As a result, the campaign recorded a 24% increase in offline engagement and a 103% growth in online engagement.

A moment of PT Agrinesia Raya presenting the campaign program “Bolu Stim Menara Sebagai Oleh-oleh Khas Medan” for the Best Integrated Marketing Communications sub-category.

The Best Digital and Social Media Campaign sub-category was secured by the Bakpia Kukus Tugu Jogja campaign, which leveraged a collaboration with musician Adhitia Sofyan featuring a rearranged version of the iconic song Sesuatu di Jogja. Through this collaboration, Agrinesia achieved a 200% increase in audience reach, a 143% rise in views, and a 413% growth in followers. The campaign successfully strengthened brand recognition by embedding the product narrative in a culturally resonant, widely recognized song.

The Best Employee Engagement Program award was earned through the “Caring & Sharing” initiative, a series of programs designed to foster empathy, solidarity, and a sense of togetherness among employees. The initiative included mental health counseling services, inter-employee sports tournaments, and collective activities such as family gatherings. Survey results indicated that 94% of employees were satisfied with Agrinesia’s work environment.

Recognition in the Best Sustainability Communication sub-category was achieved through a taro farmer empowerment campaign in Bogor. The program, a collaboration between Lapis Bogor Sangkuriang and IPB University, emphasized sustainability and the empowerment of local farmers, while reinforcing Agrinesia’s role in building a socially and environmentally responsible food value chain.

In the Best Internal Communication Program sub-category, Agrinesia presented the “INSIDE” program, an internal communication pillar designed to consolidate corporate information into an engaging and easily accessible format. The program was assessed as effective at increasing employee engagement while ensuring alignment between the company’s vision and individual roles. This approach underscores Agrinesia’s positioning of internal communication as a critical foundation for sustainable corporate growth.

“Despite being executed across multiple channels and on a broad scale, Agrinesia was able to deliver its messages clearly and relevantly through strong visual and storytelling approaches. The communication strategy was executed professionally and aligned with the company’s business objectives,” said Jeane Niode, Chair of the Jury Board of the IABC Indonesia Awards 2025.

President of IABC Indonesia, Elvera Makki, noted that Agrinesia had successfully integrated strategic communication with sustainability values and human capital management. “Effective communication is not solely about creativity, but also about integrity, transparency, and relevance. Agrinesia has demonstrated this consistency through a data-driven approach that delivers tangible impact,” she said.

PT Agrinesia Raya alongside jury representatives and fellow recipients of the Top 10 and Awards of Excellence at the IABC Indonesia Awards 2025.

The accolades earned by Agrinesia Raya at the IABC Indonesia Awards 2025 underscore the company’s view of communication as an integral component of its business strategy. An innovative, integrated, and human-centered communication approach has become a key foundation in strengthening the company’s reputation and sustaining its competitiveness within Indonesia’s food manufacturing industry.

IABCINDONESIA.COM, JAKARTA – Pertamina Hulu Indonesia (PHI) delivered a standout performance at the 2025 IABC Indonesia Awards, securing seven awards across the Impactful Communications Awards (ICOMMA) and Impactful Public Relations Awards (IMPRA). The achievement reinforces PHI’s position as a company capable of harmonizing strategic communications, workplace culture development, and broad-impact social contributions. Through a series of well-executed flagship initiatives, PHI successfully demonstrated to the jury that each communication program is implemented with structure, consistency, and a clear alignment with sustainability values.In the ICOMMA category for Best Employee Engagement Program, PHI presented Siner9i, an internal initiative commemorating PHI’s ninth anniversary. The program was designed to strengthen employee engagement, enhance cross-functional appreciation, and build emotional connection across diverse operational regions. Siner9i also stands as a concrete representation of PHI’s commitment to embedding the AKHLAK core values into everyday workplace interactions, strengthening employees’ perception of an inclusive, collaborative corporate culture. Meanwhile, in the Best Leadership Communications category, PHI demonstrated the effectiveness of its Key Corporate Messaging (KCM) strategy, which ensures validated, consistent, and widespread dissemination of strategic messages. This disciplined approach resulted in 92% of media coverage including KCM, reflecting the strong performance of PHI’s communication framework.

PHI also secured recognition in the Best Diversity, Equity, and Inclusion (DEI) category through the Sobat Bumi Kalimantan Scholarship, a program that aims to expand educational access for communities in Kalimantan. Scholarship recipients are involved not only in academic development but also in environmental engagement activities such as Aksi Sobat Bumi, which amplifies the program’s broader social impact. In the Best Sustainability Communication category, PHI submitted its comprehensive CSR strategy encompassing five pillars: health, education, economy, environment, and infrastructure. This integrated approach led to a significant increase in CSR-related media coverage, more than 100% higher compared to the previous year.

In the IMPRA category, PHI continued its winning streak with the BASO IGA PHI program (Bincang Asik Soal Migas Ala PHI) in the Best Media Relations Program sub-category. This initiative emphasizes warm, interactive, and transparent relationships between PHI and journalists through dedicated media groups, workshop sessions, festive gatherings, and sports activities all of which strengthen the company’s engagement with the press. “BASO IGA PHI is expected to serve as a bridge in narrowing the knowledge gap surrounding the energy industry, while at the same time strengthening synergy between the company and national media,” said Dony Indrawan, Manager Communication Relations and CID (CRC) PHI. 

PT Pertamina Hulu Indonesia during the hosting of Bincang Asik Soal Migas Ala PHI (BASO IGA PHI) with national media representatives.

On the digital front, PHI’s victory in the Best Digital Public Relations Program sub-category highlights the success of its social media activation strategy, which increased the effectiveness of information dissemination by 40%.

PHI also earned recognition for Best Internal Communication Program through its Town Hall Meeting (THM) with the President Director. The THM serves as a key platform for two-way communication, providing employees with direct access to strategic corporate messages while also offering a space for talent showcases, exclusive employee appreciation, and a secure, IT-enabled event environment. The program recorded 1,604 participants with an engagement rate of 26.7%, surpassing the target for a single THM session.

PT Pertamina Hulu Indonesia, alongside the jury representatives and fellow recipients of the Top 10 and Awards of Excellence at the IABC Indonesia Awards 2025.

Among the seven awards, PHI also secured a spot in the prestigious Top 10 Awards. Two standout programs, Best Leadership Communications Program and Best Employee Engagement Program, propelled PHI into the Top 10 list of the ICOMMA category, marking a significant recognition of PHI’s excellence in corporate communication strategy.

IABC Indonesia President, Elvera Makki, expressed strong appreciation for PHI. “The company’s success in securing multiple awards proves that strategic communication does not rely solely on creativity, but more on integrity, transparency, and the ability to understand human values in every message delivered. PHI has demonstrated its capability to build communication that is consistent and relevant for both internal and external audiences through a data-driven, human-centered approach with real impact.” 

Overall, this achievement strengthens Pertamina Hulu Indonesia’s reputation as a company committed not only to operational performance in the oil and gas sector but also to responsible, purposeful action. This includes communicating the company’s values, initiatives, and social contributions. The company’s success at the 2025 IABC Indonesia Awards stands as proof that PHI views communication as a strategic pillar, one that fortifies corporate reputation, builds public trust, and supports long-term energy sustainability. Congratulations to PHI on this outstanding accomplishment, which further motivates the advancement of strong, impactful, and relevant corporate communication practices in the years ahead.

IABCINDONESIA.COM, JAKARTA — Telkomsel reaffirmed its commitment to building a trusted and sustainable digital ecosystem through transparent and responsible strategic communications. This was highlighted during the panel session titled “Technology & Sustainability: Communicating Purpose for Digital Impact” at the IABC Indonesia Conference 2025, which carried the overarching theme “Strategic Communications at the Heart of Trust, Humanity, and Digital Impact.”

At the forum, Telkomsel participated as a key speaker, represented by Abdullah Fahmi, VP Corporate Communications & Social Responsibility of Telkomsel. The session served as a strategic platform for communication leaders to discuss how companies can effectively communicate sustainability goals while strengthening public trust amid rapid digital transformation.

Carrying the theme “Trusted Connection: Empowering Indonesia’s Digital Future,” Telkomsel reinforces its role as Indonesia’s largest digital service provider, continuously driving inclusive connectivity across the nation. In line with its vision, Telkomsel is committed to empowering people to connect and collaborate by unlocking opportunities through digital technology.

Currently, Telkomsel serves more than 157 million mobile customers and reaches 97% of Indonesia’s population with its 4G network, while continuing to expand 5G coverage across key cities. This strong digital infrastructure forms a critical foundation for accelerating the national digital economy and ensuring more equitable access for communities.

Furthermore, Fahmi highlighted the importance of integrating strong corporate governance, data protection, and innovation aligned with societal needs. Through its trusted digital ecosystem approach, Telkomsel ensures that every technological innovation not only drives business growth but also aligns with sustainability principles and broader social responsibility.

Abdullah Fahmi, VP of Corporate Communications & Social Responsibility at Telkomsel, highlighted the company’s network reach, which covers 97% of Indonesia’s population. Through its trusted digital ecosystem approach, Telkomsel ensures that every technological innovation not only drives business growth but also aligns with sustainability principles and broader social responsibility commitments.

This commitment is realized through a comprehensive ESG (Environmental, Social, and Governance) framework, which includes environmental initiatives such as the Telkomsel Jaga Bumi program, digital talent development through IndonesiaNEXT and NextDev, and customer data protection through Telkomsel Jaga Data. This approach underscores that sustainability is not an add-on, but a core element of the company’s business strategy.

Telkomsel’s participation in the IABC Indonesia Conference 2025 reflects its active role in advancing strategic communication practices that not only build reputation but also create meaningful social impact. Moving forward, Telkomsel will continue to strengthen purpose-driven communication to ensure that digital transformation advances in alignment with humanity, trust, and sustainability.

IABCINDONESIA.COM, JAKARTA – PT Elnusa Petrofin delivered an outstanding performance at the IABC Indonesia Awards 2025, securing one of the highest scores following its results presentation and dialogue session with the judging panel. The company earned a place in the Top 10 and Awards of Excellence of the Impactful Communications Awards (ICOMMA) in the Best Digital Public Relations Program subcategory.

Amid growing public demands for transparency in the energy sector, Elnusa Petrofin offered a different approach through its “Menghantarkan Energi Kebersamaan” campaign. The company chose to highlight the stories of its fuel truck operators (AMT), the frontline workers who keep national fuel distribution running smoothly especially during the peak travel period of Ramadan and Eid al-Fitr. While millions spend time with their families, these AMT workers as spearhead of energy distribution ensure the nation’s energy supply stays uninterrupted.

Awak Mobil Tangki (AMT) played a vital role in ensuring fuel distribution services amid heightened demand during Ramadan and Eid al-Fitr.

The campaign was made from a keen observation of a long-standing narrative gap. Public discourse on national energy resilience has historically centered on policies and institutions, with the pivotal role of on-ground workers often overlooked. Elnusa Petrofin seized this overlooked space, crafting a digital communication initiative that blended strong visuals, operational data, and human-centered storytelling to build a coherent, impactful reputation narrative.

Using its 3E framework (Engineering, Education, and Enforcement), the company built a communication system anchored in transparency, education, and internal participation. The content, which ranged from operational insights and field documentation to personal stories from AMT workers, was distributed through Tier-1 media outlets, Instagram, YouTube, and internal channels, creating a seamlessly integrated campaign from planning to publication.

In a sector often perceived as technical and emotionally distant, the campaign demonstrated that insight-driven, empathetic communication can spark powerful public resonance.

“Elnusa Petrofin delivered highly effective communication through compelling storytelling. These narratives build public awareness of the energy workers who operate behind the scenes,” said Jeane Niode, Chair of the Jury for the IABC Indonesia Awards 2025.

PT Elnusa Petrofin saat sesi penjurian IABC Indonesia Awards 2025

Elvera Makki, President of IABC Indonesia, praised the company’s ability to transform operational issues into relatable public stories, marking it as an innovator in energy-sector communication, “I appreciate how the term ‘Anak Mobil Tangki (AMT)’ feels grounded and relatable. This was executed as a fully integrated PR campaign, digitally strong and reinforced through extensive media coverage,” she noted.

“This award is not merely a recognition of the strategic communication programs we have implemented, but a validation of our philosophy that energy is ultimately about people, responsibility, and sustainability. ‘Menghantarkan Energi Kebersamaan’ reflects our commitment to providing energy that not only drives economic activity, but also strengthens social bonds within society,” said Doni Indrawan, President Director of PT Elnusa Petrofin, after receiving the award.

Elnusa Petrofin, with the jury representatives and all institutions recognized in the Top 10 and Awards of Excellence categories at the 2025 IABC Indonesia Awards.

The achievement underscores Elnusa Petrofin’s commitments: maintaining national energy reliability while building modern, transparent, and human-centered communication. In an industry navigating rapid transformation, empathy-driven storytelling has become an essential pillar for sustaining public trust.