KaMIST
Welcome back to KaMIST, your weekly source for the most recent and innovative marketing trends! This Thursday, we’re diving into one of the most talked-about animated films in the history of Indonesian cinema, Jumbo.
Jumbo, the animated story of a dream-chasing boy and his journey with his friends, has officially become the most-watched local film in Indonesian history, with over 5.3 million admissions and box office earnings exceeding Rp 170 billion. Its record-breaking performance isn’t just a win for local animation; it’s also the result of a smart, multi-layered marketing strategy
The success of Jumbo is caused by their brilliant marketing tactics, such as targeted family appeal. With a story rooted in Indonesian culture, Jumbo appealed directly to families. Its use of local language, values, and humor made it both emotionally resonant and widely accessible. Drawing on Indonesian cultural narratives, Jumbo effectively targeted families. The brand's utilization of local language, cultural values, and humor created a strong emotional connection and broad accessibility. Other tactics, such as influencer and content creator partnerships, helped promote the film through early access screenings, giveaways, and positive reviews across platforms.
National pride messaging also plays a significant role in the Jumbo trend. Marketed as a locally made masterpiece, Jumbo was celebrated as a turning point for Indonesia’s animation industry, with emphasis on local talent and cultural representation. This national pride messaging didn’t just drive ticket sales; it created emotional investment. It turned Jumbo into a symbol of creative possibility for Indonesia’s future storytellers, artists, and animators, solidifying the film’s legacy not only as a commercial hit but as a cultural milestone. National pride fueled both ticket sales and emotional investment, positioning Jumbo as a symbol of Indonesian creative potential and a cultural landmark, beyond its commercial success
Jumbo's triumph isn't just about numbers; it's a game-changer for Indonesian movies. It challenges the conventional belief that only high-budget foreign films can achieve success. Jumbo shows that when you tell stories that really connect with your culture, get creative with marketing, and involve the community, local films can shine. Jumbo didn't just make a splash; it started a wave, a moment where Indonesian animation stands proud and ready for the world.
Stay tuned for more trend breakdowns, only on KaMIST every Thursday!