InJourney Airports, Tellink reimagine airport storytelling through batik showcase

InJourney Airports and Tellink have unveiled a fresh approach to airport storytelling through “Cerita batik: Makna hidup di selembar kain cantik”, an exhibition that redefined Soekarno-Hatta International Airport as more than a gateway - but a cultural stage.

The month-long activation in October transformed Terminal 3 into a living gallery, drawing thousands of travellers who encountered Indonesia’s batik tradition through light tunnels, interactive storytelling, and immersive installations. The initiative was led by Iwet Ramadhan, co-founder and chief operating officer of Tellink, a narrative-building agency under Link Group. 

“We wanted to remind people that batik is not static. It evolves with us,” said Ramadhan. “Each motif holds philosophy, emotion, and imagination that continues to live through time. Batik is not just a piece of cloth, it is a story of the people, a reflection of culture, and a record of how we express, connect, and make sense of the world.”

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The showcase offered visitors seven themed zones tracing the evolution of batik across history and meaning - from rare pieces such as Batik Hokokai created during the Japanese occupation, to Batik Besurek from Bengkulu, recognised for its unique Arabic calligraphy. It sought to restore batik’s status not as a decorative artefact, but as an evolving form of storytelling.

At the launch event, attended by creators, celebrities, and government figures including deputy minister of women’s empowerment and child protection Veronica Tan, the airport became a meeting point of heritage and modern creativity. 

“Soekarno-Hatta is more than a transport hub. It is a window to Indonesia’s spirit,” said Veri Y. Setiady, commercial director of InJourney Airports. “This collaboration shows how creativity and culture can elevate the travel experience while strengthening national pride.”

Behind the exhibition’s immersive framework was Tellink, which defines its approach as social engineering through narrative - using storytelling to influence awareness and behaviour. Rather than relying on conventional campaigns, the agency builds participation-driven experiences that integrate digital media, influencer collaborations, and community activation.

Through this exhibition, this philosophy manifested as a shared experience, turning an airport - often seen as a transient space - into a cultural touchpoint where domestic and international travellers could connect emotionally with Indonesia’s identity.

For Ramadhan, the exhibition represents a continuation of a decade-long exploration of how traditional craftsmanship can thrive in modern storytelling. His Cerita Batik book, published in 2012, has since evolved into multiple collaborations - from annual limited-edition bottle designs with Pegion to bespoke batik motifs for Shopee and Raffles Hotel Jakarta.

For Tellink, the showcase sets a benchmark for how brands, institutions, and destinations can merge cultural authenticity with engagement-led communication. “This project reinforces our belief that storytelling is the most human form of marketing,” said Ramadhan. “When people participate in a story rather than just watch it, they remember it.”

Led by Ramadhan, Tellink applies social engineering as its core approach, turning stories into tools for engagement and impact. Its work spans IPs, podcasts, influencer collaborations, and community platforms. Founded in 2014 by Irsan and Nadya Yapto, Link Group is an independent media and marketing group headquartered in Jakarta.

The group powers brand ecosystems for partners including GarudaFood, Nutrifood, Mayora, Charoen Pokphand, and Sido Muncul, alongside collaborations with global players such as iQiyi, YG Entertainment, and NBC Universal. With operations across Southeast Asia and a growing presence in China through its new subsidiary SilkLink, Link Group positions itself as the region’s next-generation content and brand platform.

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