AQUA, Citilink take 'Semangat gerak!' to the skies with shared IP livery launch

AQUA and Citilink have deepened their five-year partnership with the unveiling of a specially designed Airbus A320 livery themed “Semangat gerak!” (Spirit of movement), marking a shift from operational collaboration to a value-driven brand alliance.

Launched on 13 February 2026 at the GMF Hangar, Soekarno-Hatta International Airport, the aircraft design signals more than a cosmetic refresh. It represents a shared commitment to delivering a flying experience that is comfortable, relevant and meaningful for passengers, particularly Indonesia’s active and mindful younger generation.

The launch was attended by Darsito Hendroseputro, president director of Citilink; Laurent Boissier, CEO of Danone Indonesia; and Irene Umar, Indonesia’s vice minister of creative economy. The partnership now adopts the concept of “shared IP in motion”, positioning the aircraft not simply as branded media space but as a moving platform for messages around movement, freshness and environmental responsibility.

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Both brands frame travel as part of everyday life rather than a one-off escape. Through “Semangat gerak!”, they aim to promote journeys that are healthier, more refreshing and more sustainable – aligning hydration, mobility and circularity within a single narrative.

“Citilink is committed to always being present with readiness and care, ensuring that every journey feels comfortable, calm and meaningful. Through our collaboration with AQUA across the Citilink fleet, we are also strengthening our efforts to implement more sustainable operational practices, as part of our broader initiative to reduce environmental impact in the aviation sector,” Hendroseputro said.

Extending circular economy principles into the cabin

Beyond visual branding, the initiative integrates waste management into selected flight routes. Plastic waste generated onboard will be processed within AQUA’s recycling ecosystem, where it can be repurposed into new bottles or other economically valuable materials.

The move reinforces both companies’ commitment to embedding circular economy principles within aviation operations and daily consumer life. In this context, “Semangat gerak!” speaks not only to physical movement, but to collective momentum towards a more sustainable future.

“AQUA believes that freshness begins with a body that is well maintained and ready to keep moving. That is why AQUA is committed to meeting the hydration needs of Indonesian families through healthy mineral water with naturally preserved mineral content. Especially when travelling and exploring, the body requires sufficient, high-quality hydration to remain comfortable and ready for the journey,” said Vera Galuh Sugijanto, VP general secretary at Danone Indonesia.

“Beyond that, this collaboration also highlights the importance of awareness in managing packaging after consumption. Through cooperation with Citilink in managing plastic packaging waste onboard, AQUA is expanding the implementation of its commitment as a driving force behind the national plastic recycling education campaign, while strengthening its contribution to advancing the adoption of a circular economy in line with the #BijakBerplastik roadmap.”

Turning aircraft into cultural canvas

The collaboration also received endorsement from the government, which highlighted the cross-sector potential of large-scale brand synergies.

Umar of the creative economy ministry said AQUA has shown its commitment by entering the creative economy space, using illustration to communicate its values and mission more closely to the public. “We believe that through strong and sustained collaborations like this, Indonesia can move forward together towards a stronger, more inclusive and synergistic Golden Indonesia. I appreciate Citilink and AQUA for establishing this partnership. We hope this collaboration will continue sustainably and inspire other sectors such as film, music and beyond,” she said.

The aircraft’s visual identity was created by GULA, the professional name of Indonesian illustrator Teguh Septian Arifianto, known for expressive, colour-rich works rooted in everyday life. His approach brings warmth and accessibility, aligning with the campaign’s appeal to younger audiences.

“I wanted to bring the rhythm of everyday journeys into this design – something that feels light, fresh and close to daily life. My hope is that from the very first glance at the aircraft, passengers will feel a positive energy and the spirit to embrace journeys that are more meaningful, relevant for today and responsible for the future,” said GULA.

Adisti Nirmala, marketing director at AQUA, framed the livery as an emotional bridge between brand and consumer. “For AQUA, this collaboration is our way of accompanying consumers as they channel their spirit in every journey. This livery is not merely an illustration, but a visualisation of a refreshing and meaningful travel story. Through a visual language that resonates with the younger generation, we hope to inspire them to keep moving, care for themselves and be mindful of the future,” she said.

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