Telkomsel’s Collaboration with Hakuhodo International Indonesia Honored with Grand Prix at Asia Pacific Tambuli Awards 2025
Manila – Hakuhodo International Indonesia (HIID) took home the coveted Grand Prix at the prestigious Asia Pacific Tambuli Awards 2025 for Telkomsel’s ‘The Most Important Unimportant Call’—a powerful testament to how human creativity can drive meaningful, real-world impact. In addition to this top honor, Hakuhodo International Indonesia also secured three more metals for campaigns that champion purpose-led ideas and compelling storytelling. Further reinforcing its creative excellence across the region, HIID was named a finalist for Agency of the Year, an acknowledgment of its unwavering commitment to work that inspires, moves, and delivers lasting impact
As the Grand Prix winner in the Builders for Society: Family-Centered Brand – Integrated Media category, Telkomsel sought to bridge the emotional gap between fathers and their adult children through "The Most Important Unimportant Call" campaign. This campaign leveraged poignant AI-generated voice technology to deliver a powerful message: no technology, not even AI, can replace the importance of connecting with loved ones.
“Winning the Grand Prix at Tambuli is a proud moment for Telkomsel. ‘The Most Important Unimportant Call’ is more than just a campaign—it’s a reflection of our belief that technology should serve a human purpose. Through this collaboration with Hakuhodo International Indonesia, we showed that what seems like a simple call to your parents might feel small — but in that moment, you’re creating a deep, irreplaceable connection. One that no AI, no matter how advanced, can replicate.” Said Abdullah Fahmi, VP Brand & Marketing Communications, Telkomsel
“These awards honor stories that truly matter—stories rooted in empathy, culture, and inclusion. From reconnecting families to championing accessibility, the recognition celebrates work that reflects values far beyond products or services. It’s a reminder that creativity, when grounded in purpose, has the power to move hearts, shift mindsets, and make a real difference in people’s lives. By putting humanity at the heart of innovation, we are ever committed to empower Indonesians to make a better today and excellent tomorrow,” said Saki H Bramono, VP Corporate Communications & Social Responsibility, Telkomsel.
Also recognized at the event was the Supermom campaign, which earned a Silver in the Tambuli Origin – Video Screen category for its emotional yet humorous portrayal of a unique Indonesian mother navigating the chaos of everyday life. Another entry from the same campaign, titled “Supercrazy Superstitious,” received a Bronze in the Tambuli Origin – Integrated Media category, celebrating the cultural richness and inherited beliefs embedded within Indonesian households. A second Telkomsel campaign, “Switch to Sign,” was awarded a Bronze in the Advocacy – Integrated Media category for its inclusive message promoting sign language accessibility through digital communication.
“We at Hakuhodo International Indonesia are truly honored to work alongside clients who believe in creating work that brings meaningful transformation to society. As a Seikatsusha Value Design company, our mission is to grow together with the people of Indonesia—side by side with our clients and our team,” said Devi Attamimi, Group CEO of Hakuhodo International Indonesia.
Held annually in Manila, the Asia Pacific Tambuli Awards is a globally respected platform organized by the University of Asia and the Pacific. The program is distinct in its focus on brands that champion human good, integrating purpose with performance in ways that contribute meaningfully to both business and society. More than a celebration of creativity alone, Tambuli honors the kind of work that resonates on a deeper level socially, emotionally, and ethically.
The ceremony, held on Tuesday, 3 June 2025, brought together some of the region’s most forward-thinking marketers and agencies. The achievements shine as part of a powerful creative movement emerging that continues to raise purpose-led storytelling. With each idea rooted in empathy and cultural truth, this growing body of work proves that creativity from the region doesn’t just follow trends; it shapes them, inspiring real change and deeper human connection around the world.
For more details about Telkomsel’s ‘The Most Important Unimportant Call’ campaign, please refer to this link: https://www.youtube.com/watch?v=xP2D_qdiscM
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