Boisterous applause was heard in the theater Galeri Indonesia Kaya (GIK), Jakarta on Thursday evening, November 20, 2014. The merriment followed the premiere of the documentary titled Hajar!!. This 30-minute documentary is to record the 44 years journey of PT Fortune Indonesia Tbk for its work as one of the pioneering companies that develop integrated communications in Indonesia.

Hajar!! the movie invites viewers to reminisce the birth of advertising agencies in Indonesia in the 1970s. The movie produced by Sembilan Matahari home production Bandung presents the film in a casual narration from the sources who founded Fortune Indonesia. The illustration of past photographs was digitally processed to complement the sources’ narration. Then the film describes the situation in the 1980s and early 1990s. Various social services advertisements such as Dua Anak Cukup from the Family Planning (KB) program to commercials with the tagline ‘Aku dan Kau suka Dancow…’ were created by Fortune Indonesia.

 To provide a deeper review of the movie, the emcee Octaviniant Aspary continued the session with a discussion with the sources of the movie. This session was chaired by Indah Soepraba as Senior Associate Director of Fortune PR. One by one, the speakers were invited to come up to the stage. First,  Indra Abidin as President Director of PT Fortune Indonesia Tbk, followed by Triawan Munaf as Client Servicing Fortune Indonesia in the period of 1982-1987, and Rudianto Djajakusumah who once served as Nestle Sales Manager.

The discussion revealed the meaning behind the word Hajar!! that is used as the title of the movie. Indra Abidin said that the film title refers to the fighting spirit of Fortune Indonesia and Fortuners in facing various challenges so that they can survive until today. “Pokoknya Hajar, Hajar, Hajar! Karena kesulitan adalah kesempatan” (Just do it! For adversity is opportunity) said a quote in Hajar!! movie.

The confidence of Fortune Indonesia to keep up the work is based on the spirit of Hajar!!. Even Indra believes that Fortune Indonesia will exist up to the next 100 years. “Everything is based on mutual spirit of kinship among clients, partners and Fortune,” said Indra Abidin who had been in the list of Indonesia Best CEO in 2013 according to one of the country’s leading business magazines, SWA and was awarded the Special Achievement of Leadership 2013.

Indra hopes Hajar!! movie can build confidence in young people, the Indonesian next generation in all over the country, that they can do better. “Better than us who had already took part in the country’s development. So that they can build the better future of the nation and the country according to their aspirations and potential,” said Indra.

Directed by Sofyana Ali Bindiar, the making process of this documentary was very memorable for Ali and the team. Ali said there was one statement that lingers in his mind after making the film Hajar!!, that is “Orang Indonesia itu suka banyak mengucapkan kata ‘tapi’” (Indonesian people say the word ‘but’ most of the time).

Ali also acknowledges the difficulties that appeared at the final part, which was to determine the part to be shown in the film, because all materials that had been collected were important to reveal the history of the advertising company that could be called a pioneer in Indonesia. “When all the materials had been collected, and we did a research from the very beginning, to decide which part to be included in the movie was really hard, extremely hard,” said Ali, who had received an award XXI Short Film Festival 2014 for the category Narrative Fiction Short Film according to Indonesia Motion Pictures Association (IMPAS) through his film ‘Lembar Jawaban Kita’.

Also attending the event, the five founders of Fortune Indonesia, Indra Abidin, Iwan Ramelan, Djojo Gozali, Luciana Budiono, Kasman Ardan, Miranty Abidin, Mulyadi Sulaeman. Governments and business people were also invited to the premiere of Hajar!! as the parties who were also instrumental in the development of Fortune Indonesia and the creative communications industry in Indonesia. Not to forget, students from Bakrie University Jakarta, University of Moestopo Beragama Jakarta, Padjadjaran University Bandung, Bandung Institute of Technology (ITB), and Multimedia Nusantara University Tangerang were also invited. This movie will be uploaded on the website and the social media of Fortune Indonesia in order to be seen by all young people in Indonesia and in the world. The movie can be watched at www.foru.co.id/filmhajar

The Dynamics of Advertising, Marketing, and Public Relations in Indonesia

In the 1980s, the advertising industry was facing political challenges. A government regulation was issued on the prohibition of advertising on the only television in Indonesia, TVRI. Innovation was born by focusing the advertisement on outdoor media as a solution to the rule. “We do not encourage people to be consumptive, but we communicate a product so that people do not make wrong choices,” said Aris Boediharjo as the CEO of Fortune Indonesia.

The outdoor media included car billboards around Jakarta to advertise products of Winston cigarettes. Not less than 300 billboards across Indonesia were owned by Fortune to continue the development of advertising. Outdoor media were also performed by painting the sidewalk vending carts in Jakarta. The well-painted carts attracted the public attention at the time. The third was the innovation of the promotion field workers who are now known as SPG (Sales Promotion Girl).

Indonesia was then facing the threat of population explosion. People’s welfare was decreasing. An innovation was created in social marketing campaign strategy such as Family Planning (KB) Dua Anak Cukup cooperated with the BKKBN (National Population and Family Planning Board) in 1986. This campaign was awarded the UN Population Award from the United Nations (UN) in 1995.

 Soon after, Indonesian PR industry was facing the challenge of lard crisis in Dancow milk as a Nestle product. After holding a meeting with the government and cattle ranchers, Fortune formed a special team. The special team and reporters conducted a research at a Nestle factory in East Java. The creativity resulted in coverages and photos of Indonesian government, the Indonesian Ulema Council (MUI), and Nestle executives who were drinking Dancow milk together. The news was published in newspapers all over Indonesia.

An integrated communications agency should always innovate to increase creativity. Sports also becomes Fortune’s target to continue its innovation after becoming a public company in 2002. Now Fortune presents FSPORTS team (Fortune SPORTS). This innovation also won the prestigious award of the12th Business Records (ReBi) from TERA Foundation in collaboration with the Daily Seputar Indonesia (Sindo). This award was achieved for the category Pioneer in Integrated Communications Program & the Most Cooperation with the International Football clubs.

 Sources:

 1. Triawan Munaf – Client Servicing Fortune indonesia 1982-1987

2.  Ainur Rovic – Social Marketing Fortune Indonesia 1986-2005

3. Aris Boediharjo – CEO Fortune Indonesia 2002-now

4.  Glenn Bruce –  Technical Advisor Fortune Indonesia 1972-1993

5.  Mulyadi Sulaeman – Director Fortune Indonesia

6. Wimpi Handoko – Client Servicing Fortune Indonesia 1989-1995

7. Indra Abidin – Director Fortune Indonesia

8. Lily Soemardjito – Creative Fortune Indonesia 1978-1981

9. Trian Moertjahyono – Creative Fortune Indonesia 1983-1987

10. Miranty Abidin – Director Fortune PR

11. Rudianto Djajakusumah –  PT Nestle Indonesia 1980-2000

12. Dewi Indrawati – Management Information System Manager 1988-now

Production Team

 Executive Producer PT Fortune Indonesia Tbk.

Producer : Sofyana Ali Bindiar

Director : Sofyanan Ali Bindiar

Production Manager : Kiky Amalia Indria Furqon

Assistant Director : Bicky Perdana Putra

Director of Photography and Colorist : Debbie Rivinandya

Camera Person : Fikar Lataba and Fajrul Fadillah

Editor : Bicky Perdana Putra, Fadhlan Makarim, Fajrul Fadillah, Sofyana Ali Bindiar

Fortune Team: Gita Galantari, Oscar Prajnaphalla, Octaviniant Aspary

• Copyright 2013 by PT. Fortune Indonesia Tbk. | All rights reserved.