Antangin JRG leans into relatable daily struggles in Dian Sastro-led campaign

Indonesian herbal remedy brand Antangin JRG is continuing its long-running “Pejuang pantang tumbang” platform through a new campaign starring actress and public figure Dian Sastrowardoyo.

Created by Playgroup, the campaign positions Antangin JRG as a companion for Indonesians navigating demanding daily routines while dealing with “masuk angin”, a common local expression describing the feeling of becoming unwell before illness fully develops.

The campaign builds on the insight that “masuk angin” can affect anyone, regardless of status or profession. By featuring Sastrowardoyo’s active day-to-day routine, the brand aims to reinforce its message around everyday perseverance while keeping the narrative grounded in relatable experiences.

Don't miss: Djarum’s Hikmah Puasa taps Playgroup Asia to explore modern disconnection in Ramadan film

“Dian has long chosen Antangin JRG to accompany her daily activities, so this collaboration feels natural. Through this campaign, we wanted to continue showing Antangin JRG as part of everyday Indonesian life, as a trusted companion that helps bring relief when people need to keep going,” said Jesslyn Rahardjo, Antangin’s general manager.

The campaign also retains Antangin JRG’s signature line, “Wes ewes ewes, bablas angine,” which has become closely associated with the brand’s positioning around relief from “masuk angin” symptoms.

For Playgroup, the collaboration presented an opportunity to integrate a high-profile public figure into a product-led story without losing authenticity.

“From the early creative process, Dian stood out as someone who felt right for Antangin JRG,” said the agency. “The opportunity was to place her inside the story in a way that felt natural, while keeping the film close to the product truth and easy for people to connect with.”

The campaign film was directed by Dimas Djayadiningrat, whose storytelling approach brings a warm and grounded tone to familiar everyday situations.

Founded in 2004, Playgroup has worked with both local and international brands over the past two decades. The agency is also known for creating Djarum 76’s “Om Jin” character, one of Indonesia’s most recognisable advertising properties.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

Related articles:
Win for Pei Pa Koa as Wicked cast gushes over the herbal remedy
Herbal medication Pei Pa Koa sees spike in chatter after Zayn Malik mention
UNIQLO ID collaborates with Indomie, GoJek and Tolak Angin for 10th anniversary