Flux Creative Universe bags MURI title after surpassing 2 billion views

Jakarta-based Flux Creative Universe is marking its fourth anniversary with a milestone few creative players can claim: a MURI (Museum Rekor-Dunia Indonesia) award naming it the creative agency with the highest total digital content viewership in Indonesia.

In an ecosystem where speed and originality dictate attention, Flux Creative Universe has doubled down on organic virality - developing content strategies proven to scale without relying on paid media. The company’s philosophy roots itself in the belief that truly relevant and authentic storytelling can break through any algorithmic noise.

Since transforming into a creative group holding in 2021, Flux has diversified into multiple creative lines. Several subsidiaries - including Idenya Flux, Adsventure and LR Creative Lab - have adopted a distinct proposition: a “guaranteed viral” system, complete with 100% money-back assurance if a campaign fails to meet its KPI targets. The model, while undoubtedly bold, reflects a confident stance on concept strength and accountability to clients.

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The group has become the silent engine behind major brands such as Seaworld, Dufan, Tokopedia, TikTok, Cimory, Kalbe Group, Garudafood, Unilever and Nabati. 

Recent viral highlights include a romantic stunt at Seaworld, where a young woman proposed to her partner in front of the aquarium - sparking nationwide chatter in 2024. Meanwhile, Dufan Secret Code was an interactive campaign that invited visitors to decipher hidden clues for fast-track access, capturing the imagination of Gen Z audiences.

In addition, Rexona’s “foot hack” trend reframed antiperspirant as a remedy for foot odour - simple, humorous and widely shared. A TikTok remix of “Rojali (Promo Belanja Berkali-kali)” turned a jingle into a social-first music trend, adopted across quirky dining spots.

These campaigns collectively contributed to more than 2 billion total views amassed across digital platforms. The achievement underpins the MURI award and cements the organisation as an influential creative engine. Led by founder Yohanes Auri, the group expects the number to continue climbing as more brands tap into its viral-driven blueprint.

Flux Creative Universe provides a comprehensive suite of services - ranging from digital campaigns, UGC viral projects and Homeless Media channels, to video commercials, TikTok dramas, KOL programmes, digital advertising and TV placements.

The agency holds a long-term vision of becoming the “Avenger Kreatif Indonesia”, functioning as a hub for diverse creative enterprises and talent. Its growth is also supported by high-profile backers including Deddy Corbuzier as the principal investor, along with collaborations involving Grace Tahir and the Holywings Group.

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