SariWangi brews up Indonesian unity in Independence Day campaign

SariWangi is marking Indonesia’s 81st Independence Day with a nationwide campaign encouraging consumers to celebrate the country’s diversity and togetherness over a cup of tea.

Dubbed ‘Waktunya ngeteh Indonesia’, the campaign brings together a series of community-focused activations spanning neighbourhoods, tea plantations and a public celebration at Taman Mini Indonesia Indah (TMII), while also marking a new chapter for the tea brand following its acquisition by Indonesian company Savoria Group in March 2026.

The campaign centres on the idea that Indonesians may celebrate Independence Day through different traditions and customs, but are united by a shared spirit of togetherness.

Don't miss: Unilever to exit SariWangi as Indonesia tea business changes hands in US$89m deal

As part of the campaign, SariWangi has released a video showcasing different Independence Day traditions across Indonesia, highlighting how communities celebrate in their own ways while coming together around shared national pride.

The brand is also running the "Lomba gapura waktunya ngeteh Indonesia", recognising residents who work together to decorate their neighbourhood entrances ahead of 17 August.

A total of 178 housing estates and neighbourhoods were selected from around 500 entries submitted from across Indonesia. Each selected community receives funding, along with SariWangi branding and games to support its Independence Day celebrations. Participants will also receive SariWangi products, while three main winners and 10 favourite winners will share prizes.

The campaign extends beyond consumer activations, with SariWangi also hosting Independence Day celebrations at two partner plantations in Central Java. The initiative is intended to recognise the farmers and communities that form part of the brand’s tea supply chain.

The campaign will culminate in the Pesta Rakyat SariWangi at TMII from 15 to 17 August, featuring traditional Independence Day games, a cultural parade, entertainment and family activities centred around SariWangi tea.

“Independence is a moment that unites all Indonesians. Although it is celebrated in different ways, the spirit behind it is always the same,” said Irene Limantara, brand manager at SariWangi. “For more than 53 years, SariWangi has been part of various moments of togetherness among Indonesians, and we are proud to continue being there alongside them on that journey.”

SariWangi has been present in Indonesia since 1973 and is credited with pioneering the introduction of tea bags to the Indonesian market. The brand was acquired by Unilever in 1983 before its ownership transferred from Unilever Indonesia to Savoria Group in March 2026.

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.

Related articles:
Unilever, Shopee bring online shopping offline with debut GloUtopia creator festival
Unilever Foods Indonesia selects social media partner for Bango and Royco
Unilever’s Sunsilk taps BABYMONSTER for new campaign