Tri Indonesia wins Marketing & Brand Initiative of the Year - Indonesia at Asian Telecom Awards 2025
The company secured the award with its Generasi Happy, a series of brand activations focussing on rural areas by achieving end-to-end school penetration.
Tri Indonesia triumphed at the Asian Telecom Awards 2025, winning the programme’s Marketing & Brand Initiative of the Yea - Indonesia category.
The accolade was in recognition of Tri Indonesia’s Generasi Happy, an initiative made for youth (15-21 years old) which comprises 75 million people or 28% of the country's population. The goal resonates with the brand proposition: to empower Indonesian youth to meet their full potential and make a positive impact through digital literacy.
Youth mostly spend an average of 1 to 6 hours online daily for socialising, learning, entertainment, and self-expression. This exposure also means an increased risk of them facing challenges like misinformation, hate speech, and issues around self-esteem online.
To address these challenges, Indosat Ooredoo Hutchison (IOH), through its Tri brand, launched the Generasi Happy initiative. Running from 2022 to 2024, the programme aimed to empower Indonesian youth by enhancing their digital literacy and encouraging creative and positive engagement in the digital world.
The programme is built around four key pillars: digital literacy, Happy academy, skill development, and entertainment.
The programme focussed on educating youth about safe and responsible internet use. Workshops and discussions in schools and universities helped participants navigate the digital space, whilst Tri’s affordable data plans supported them in exploring online opportunities.
Youth was encouraged to become Community Influencer Agents, promoting Tri’s products whilst developing entrepreneurial skills. Generasi Happy also collaborated with prominent digital creators and partnered with several online platforms.
The academy sessions offered youth valuable insights into digital skills development, helping them tap into their potential in the digital space.
Furthermore, the programme offered creative competitions such as the Generasi Happy Creator Competition, where participants made videos on topics like food, travel, and gaming. It also hosted esports competitions through the H3RO School Competition, featuring tournaments and masterclasses from gaming professionals.
Beyond education, Generasi Happy provides online and offline entertainment through art, music, and talks with content creators. Interactive zones like The Dream Maze and the H3RO Booth added fun to the experience, with challenges and augmented reality (AR) features.
Aligned with the Generasi Happy initiative was Tri’s ‘Happy’ starter pack, which includes affordable data plans starting at 8GB, available with 30-day validity. These affordable packages enabled youth to stay connected and fully engage with the digital world, supported by Tri’s fast network.
Generasi Happy has reached over 2 million youth individuals across 13 cities and gained over 700 media mentions, with more than 1 billion media impressions. Moreover, Tri’s TikTok Challenge in 2023 set a new record in the Indonesian Museum of Records (MURI) for the “Most TikTok Video Uploads by youth in Two Hours.”
Tri’s successful digital presence also improved search rankings, making Generasi Happy and Paket Happy top results in Google searches.
The Asia Telecom Awards recognises exceptional accomplishments within the telecom industry in the Asia Pacific region. It also highlights the journey of telecom companies that have driven progress and ignited transformative shifts within the sector.
The Asian Telecom Awards is presented by Asian Telecom Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for delivering cutting-edge, award-winning telco products and services to customers, please contact Julie Anne Nuñez-Difuntorum at [email protected].
