Indomaret brings 'Tanah Airku' to stores and social channels with Novia Bachmid

Indomaret has marked Indonesia’s 81st Independence Day with a new music-led campaign featuring singer Novia Bachmid, reinterpreting the patriotic song “Tanah Airku” by Ibu Soed.

Called “Langkah nyata Indomaret untuk Indonesia”, the campaign ran from 10 August to 9 September 2026 across Indomaret’s in-store television (ITV) network and social media channels, including YouTube, TikTok and Instagram.

The campaign aims to highlight Indomaret’s contribution to Indonesian communities through its corporate social responsibility (CSR) initiatives and programmes supporting MSMEs. These include helping small businesses bring their products to consumers through Indomaret stores.

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The music video uses Bachmid’s rendition of “Tanah Airku” to connect those contributions with the themes of togetherness, optimism and national pride associated with Independence Day. 

As part of the activation, the video was played simultaneously on ITV screens across Indomaret stores nationwide. It generated more than one million views on YouTube within three weeks of its release. The campaign brief also reports more than 2.5 million views on TikTok and more than four million views on Instagram.

“‘Tanah Airku’ is a reflection of Indomaret’s love and gratitude towards Indonesia. Through music and our collaboration with Novia Bachmid, we want to convey that the spirit of independence lives on in the simple things - in togetherness, mutual cooperation and the contributions we make to communities every day,” said Muhammad Agus Noviyanto, senior manager of digital marketing and production at Indomarco Prismatama.

The music video was produced and directed in-house by Digital Production Indomaret, the retailer’s internal production house. The production involved teams across creative, production and post-production, while artist management was handled by Star Media Nusantara, part of MNC Group.

The campaign also marked Bachmid’s first stint as talent for Indomaret, which has produced music videos for its Independence Day campaigns since 2023.

The retailer’s previous Independence Day music campaigns featured Anneth and Arda performing “Berkibarlah Bendera Negeriku” in 2023, Cokelat performing “Kebyar-Kebyar” in 2024 and Senopati Islam performing “Indonesia Pusaka” in 2025.

The collaboration builds on Bachmid’s presence on social media, where she is known for content around national songs, storytelling and music. The latest video extends that storytelling into Indomaret’s community work, featuring a primary school renovated through Indomaret Peduli in Yogyakarta, while filming took place in Bogor.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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