Spotify, Ambilhati compose the soundtrack of everyday Indonesian moments

In a bustling country where daily routines often blend into one another, Spotify Indonesia and creative agency Ambilhati have tapped into a uniquely local sentiment: the craving for companionship through music. Their latest campaign, “Enaknya ditemenin Spotify” (It feels better to be accompanied by Spotify), is an intimate celebration of how millions of Gen Z and Millennials in Indonesia turn to Spotify not just for background sound but for a comforting presence during everyday moments.

Whether stuck in Jakarta’s notorious traffic jams, tackling late-night work deadlines, or simply going about household chores, Spotify listeners seek that sense of “ditemenin” - to be accompanied - through personalised soundtracks tailored to their moods and activities.

“Spotify’s algorithm is incredibly spot-on, it just gets you,” said Eddu Enoary Eigven, creative business lead at Ambilhati. “Through personalised playlists that match whatever moment you’re in, it often feels like Spotify understands you better than you realise. With this campaign, we wanted to spotlight and strengthen that role, one that many might not even be fully aware of yet.”

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This insight drives the campaign’s storytelling, brought to life through two emotive short films directed by Thai director Kanin Chandrasma, marking his debut in Indonesian advertising. The first film features Yura Yunita’s evocative song “Jalan Pulang”, unfolding in a slow-moving Jakarta traffic jam where a man’s weary commute is transformed by the singer’s voice, wrapping him in a moment of quiet companionship.

The second, scored by Rony Parulian’s “Tak Ada Ujungnya”, captures the isolation of burning the midnight oil, where music becomes the only company that truly understands.

“Indonesia continues to be one of our most vibrant and passionate listener bases in Southeast Asia,” said Cassandra Aprilanda, Southeast Asia marketing lead at Spotify. “This campaign taps into how music becomes emotional shorthand, especially for a generation that’s constantly on the move but always craving companionship.”

Beyond the screen, Spotify has launched “Jasa ditemenin Spotify,” an interactive digital experience enabling users to generate playlists matched precisely to their current activity - whether it’s late-night work, focused study, or a chaotic cooking session. Each playlist aims to be the perfect sonic companion for that moment.

The campaign spans digital, social, on-ground activations, and broadcast platforms across Indonesia, reinforcing Spotify’s role not just as a music service, but as a trusted companion navigating the rhythms of modern life.

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