The Sunsilk Breakup Party 2025 exceeded all expectations, transforming a bold campaign message—Putusin Ketombe Posesif—into an unforgettable brand experience. Held at Taman Literasi Martha Christina Tiahahu, South Jakarta, the event was originally designed for 3,000 visitors but successfully attracted more than 13,000 attendees. With its fresh mix of live music, interactive zones, and lifestyle activations, Sunsilk delivered a vibrant celebration that resonated strongly with today’s young generation.
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Our Roles
- Concept development and creative design
- Full event production and management
- Venue branding and environment design
- Show management, stage, and set coordination
- Talent management for music, KOLs, and DJs
- Interactive zone creation (pop-up salon, selling booth, arcade, karaoke, community space)
- Partnership coordination with venue tenants
- Products Logistic
- Crowd Control, Security, Emergency and Mitigation Management
Highlights
- Pop-up salon with personalized Sunsilk experiences
- Fully branded venue environment across Taman Literasi
- Arcade games and lifestyle activities driving nonstop engagement
- Live music concert by Vierra as the centerpiece
- Karaoke session with Oom Leo, joined by KOLs Aw Karin and Regina Phoenix
- DJ performances by Herjunot Ali keeping the energy high until late
- Attendance exceeding 13,000, making it one of Sunsilk’s biggest youth activations in Indonesia
Creative & Production Approach
Jakarta Event Group designed the Sunsilk Breakup Party as a multi-layered youth festival, blending music, lifestyle, and personal care into a cohesive brand story. The Putusin Ketombe Posesif campaign was translated into immersive and empowering touchpoints—from a branded salon and interactive games to big-stage concerts and social moments. Every detail was crafted to maximize brand immersion and audience participation, while ensuring flawless execution across venue logistics, talent handling, and crowd management at Taman Literasi. The result was a high-impact activation that strengthened Sunsilk’s connection with Gen Z and Millennials, turning campaign messaging into a tangible experience.
