Telkomsel presses the 'heart button' for Ramadan with 360° Siaga 2026 campaign

As Ramadan approaches, Telkomsel has unveiled its annual festive initiative under the banner “Telkomsel Siaga 2026 – Jalani Ramadan sepenuh hati (tombol hati)”, positioning itself not only as one of Indonesia’s leading digital telcos, but as a brand guiding customers back to the essence of the holy month.

Launched on 9 February 2026 and running until the end of March, the integrated 360-degree campaign spans TVC, audio, out-of-home placements, digital platforms and on-ground activations. Developed by FCN Creative – Flock and produced by Hidra Productions, the film is directed by Fico Loygara.

At the heart of the campaign lies a simple but resonant premise: in a month often marked by heightened activity and consumption, Telkomsel aims to redirect focus towards mindful acts and meaningful connections.

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Telkomsel frames its role as more than ensuring seamless connectivity during peak traffic periods. Instead, it positions itself as a steady enabler of presence – allowing families and communities to share moments that define Ramadan.

“We aim to foster warmth and closeness during the holy month of Ramadan and the Eid al-Fitr season by serving our customers wholeheartedly. As Indonesia’s leading digital telco company, delivering the best experience during this time remains our key motivation, supporting customers’ meaningful connections and shared moments during this special time,” said Abdullah Fahmi, Telkomsel’s VP of corporate communications and social responsibility.

The creative execution centres on what the brand calls “tombol hati” or the heart button, a metaphor for choosing sincerity in everyday actions. The TVC portrays quiet, unscripted scenes that many Indonesians will recognise – the stillness of Sahur preparations, fleeting exchanges before breaking fast, and shared reflections that rarely make it into grand narratives.

“Through the ‘Jalani Ramadan sepenuh hati’ campaign, we bring this commitment to life by capturing the sincere, unscripted moments that define the season – from the quiet reflection of Sahur to the joyous warmth of Iftar. By focusing on these intimate glimpses of presence, we show that Telkomsel is more than just a provider; we are a quiet, natural supporter of those meaningful connections, ensuring our technology serves the heart of every shared moment when it truly matters,” said Emir G. Surya, Telkomsel’s VP of brand and marketing communications.

By integrating above-the-line visibility with digital and activation touchpoints, Telkomsel Siaga 2026 balances operational assurance with brand narrative. In doing so, it reinforces its positioning not merely as infrastructure, but as an invisible companion to Indonesia’s most meaningful moments.

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