Brands mobilise as Sumatra faces one of its deadliest disasters in decades

The scenes from Sumatra are harrowing. Entire neighbourhoods were swallowed in minutes as waters surged with violent force, sweeping away homes, roads, and anything in their path. Landslides collapsed hillsides near housing estates; terrified families sprinted for safety. A father tore open his ceiling to pull his loved ones onto the roof; livestock drowned; babies and the elderly were ferried out in inflatable boats. Electricity and internet connectivity collapsed, cutting off communication at the very moment it was most needed.

As 2025 draws to a close, Sumatra has become one of the hardest-hit regions in Asia, with Aceh - still traumatised by the 2004 tsunami - again facing catastrophic loss. According to the national disaster management agency (BNPB), the death toll reached 776 people as of 4 December morning, with 564 still missing. North Sumatra suffered the highest fatalities, followed by Aceh and West Sumatra. Government rescue forces and disaster agencies continue large-scale mobilisations, delivering thousands of tonnes of aid across both accessible and isolated regions.

The economic toll is equally staggering. The Centre of Economics and Law Studies (Celios) estimates losses at IDR 68.67 trillion (US$4.12 billion) - a shock to both regional and national economies.

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Yet amid the devastation, corporate Indonesia has stepped forward in force. From state-owned enterprises and FMCG giants to logistic networks and grassroots brands, companies are providing lifelines where formal infrastructure has buckled. Their response - both operational and humanitarian - offers a clear view of how brands position themselves in moments of national tragedy: with speed, visibility, and an understanding that public trust is built in crisis.

Restoring connectivity and securing lifeline energy supply

For PLN Icon Plus, the disaster struck at the very heart of its mandate: keeping communities connected. Beyond the technical urgency of repairing telecommunication lines, the company moved swiftly to deliver physical aid to residents in Medan’s hardest-hit zones.

The company deployed the Srikandi PLN Icon Plus team on the ground to assist with distribution - a move that doubled as morale support for residents entering the earliest stages of recovery.

With numerous access roads severed by floodwater and landslides, Pertamina’s role became indispensable. Fuel is the backbone of every emergency response - from evacuation aircraft to excavators clearing blocked routes.

Pertamina activated its regular-alternative-emergency (RAE) scenario to sustain the supply of petrol, diesel, LPG, and aviation fuel from Aceh to West Sumatra. Muhammad Baron, VP of corporate communication, cautioned against unnecessary fuel and LPG purchases: “We urge the public to use and purchase fuel and LPG wisely so that supplies can be shared with affected communities.”

As logistics grew more complex, Pertamina Patra Niaga launched additional measures. With maritime supply now restored, 19 terminals are operational, enabling the company to service around 90% of affected fuel stations.

Some regions remain isolated - including parts of Aceh and Sibolga - where access roads have collapsed. For these areas, Pertamina deployed extraordinary routes: supplying heavy machinery via drum and jerrycan, and airlifting fuel using TNI AU Hercules aircraft.

Pertamina is also sustaining aviation fuel for helicopters and fixed-wing aircraft conducting evacuations and supply drops. The company additionally mobilised 58 extra tank drivers, targeting 80, to accelerate last-mile distribution.

A ground-up push from grassroots and private firms

While corporations tackled logistics and infrastructure, smaller consumer-facing brands provided urgently needed emotional support - particularly to those stranded far from home.

Warung Taburai, founded by West Sumatran comedian Praz Teguh, launched a free meal programme from 2-4 December for Sumatrans living in other provinces. Diners simply needed to show their Sumatra ID card. The initiative resonated deeply online, tapping into a collective sense of loss among migrants unable to reach family members.

As floods inundated parts of Deli Serdang, Medan, and Padang, palm oil group Musim Mas deployed a direct, community-centric relief programme from 28-30 November. The company distributed bulk staples - rice, cooking oil, eggs, instant noodles, dry bread, children’s milk, bottled water - to residents across 13 affected points.

With many routes submerged or severed, the company adapted its delivery model by deploying multiple distribution points and coordinating closely with subdistrict governments and local volunteers. Musim Mas also supported more than 1,000 of its own employees affected by the disaster.

Courier giant JNE activated a nationwide free-shipping programme from 1-10 December, enabling Indonesians to send up to 10kg of essential supplies - baby products, medicines, food, clothing, blankets - to provincial JNE posts in Aceh, North Sumatra, and West Sumatra.

In a disaster where mobility is the biggest obstacle, JNE’s programme has effectively turned the entire country into a decentralised logistics network for relief.

Citizen-led fundraising: A historic surge in public giving

On donation platform Kitabisa, a campaign launched by Malaka Project and influencer Ferry Irwandi raised IDR 10.3 billion (US$619,000) in 24 hours, with over 87,000 contributors - one of the largest disaster-related fundraisers in the platform’s history. Initial funding of IDR 1 billion (US$60,000) has already been directed to Aceh Tamiang, one of the worst-hit and still-isolated districts.

The government also worked with private-sector donors to mobilise humanitarian aid. Around 40 tonnes of food, drinks, and medical supplies were dispatched through collaborations with industry associations and companies including GAPMMI, API, APRINDO, Astra, and Yayasan Matauli. Earlier, the government and private partners had also delivered 160 tonnes of essential goods, 50 Starlink units, and 22,000 TNI meal packs.

“The government, together with all stakeholders, will continue to work hard not only during the emergency response phase but also throughout the subsequent recovery and rehabilitation stages,” said coordinating minister for economic affairs Airlangga Hartarto.

In a crisis of this scale, brand behaviour becomes more than a CSR activity - it becomes a national expectation. While the government mobilises formal resources, companies are stepping into crucial operational gaps: feeding families and enabling the movement of aid across the archipelago.

Photo courtesy: North Sumatra and Aceh disaster management agencies

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