GoSend turns big-item delivery into a cinematic mission with 'Dilema besar'

GoSend, Gojek’s logistics arm, has launched “Dilema besar” (Big dilemma), a cinematic campaign designed to address one of users’ most relatable challenges - the hesitation and anxiety of sending large, multiple, or fragile items.

Anchored by a short film starring popular singer and brand ambassador Ariel Noah as “Agent A Riel”, the campaign reimagines delivery as a high-stakes “mission”, handled with precision, empathy, and flair. The singer has been GoSend’s brand ambassador for the past four years.

“Dilema besar” blends the tension of a spy thriller with Gojek’s signature warmth and humour, presenting GoSend Car as a safe and reliable solution for bulky and delicate shipments.

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“We aimed to move beyond functional communication and demonstrate that reliability can also be conveyed through compelling storytelling. By turning a practical challenge into a cinematic narrative, we invited audiences to experience the tension, humour, and relief that mirror their own delivery moments,” said Theresia Nadya, head of marketing at GoSend.

“Blending the sophistication of spy-film storytelling with Gojek’s warmth and local wit, the ‘Dilema besar’ ad strengthened GoSend Car’s position as the trusted solution for big deliveries, while showcasing GoSend’s evolution into a brand that leads with creativity, listens to its users, and tells stories that genuinely move people,” she added.

The three-month campaign, which began on 28 July, continues to run across digital and offline platforms. The hero film - available on YouTube - anchors an integrated rollout featuring adaptations for online videos, display ads, and high-impact OOH placements on LED screens across major Indonesian cities.

To extend reach and engagement, GoSend also collaborated with content creators who produced creative remakes of the story, adding their own humorous or cinematic twists to the “delivery mission” concept.

Developed by Gojek’s in-house team in collaboration with a production house, the campaign exemplifies GoSend’s growing creative confidence. It transforms a functional service proposition - Kirim barang besar, banyak, dan fragile, aman pakai GoSend Car! - into an emotionally engaging, shareable story that brings both tension and delight to the logistics category.

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