Feature: NURBAYA Musical Web Series Won PR Awards 2022 in Singapore

Indonesia Kaya's NURBAYA musical web series won the Bronze award at Marketing-Interactive PR Awards 2022 in Singapore for the Best PR Campaign: Entertainment category. NURBAYA ran for six episodes in 2021, each episode garnering more than 3 million views.

NURBAYA was created by Indonesia Kaya in collaboration with Garin Nugroho, Teater Musikal Nusantara (TEMAN), and BOOW Live. The show adapted the classic Indonesian novel Sitti Nurbaya: Kasih Tak Sampai by Marah Rusli with a 1970's twist.

The show's marketing efforts included an audition campaign called MENCARI SITI ("Looking for Siti"), in which the creative team behind the show searched for an actress to play the titular role. From 800 registrants, 28 performers were chosen from Jakarta, Padang, Bandung, Malang, and Mataram. The social media also maintained a steady presence, including a series of posts announcing viewership milestones.

The awarding event was held on Friday, May 13, 2022 at the Shangri-La Ballroom, Singapura. Leslie Chong as Vice President Corporate Affairs Suntory Beverage & Food Asia Pacific bestowed the award to Renitasari Adrian, Program Director of www.indonesiakaya.com alongside the production team of NURBAYA.

"This award is great news and honor because this is the first time our production entered an international competition and won an achievement. This accomplishment is due to the support of the art workers, the media, and art enthusiasts who have watched this series more than 20 million times on Indonesia Kaya's Youtube. This motivates us to keep delivering shows that spotlight the various cultural heritage of Indonesia in a unique and creative way to keep supporting and loving Indonesian culture," said Renitasari Adrian, Indonesia Kaya's Program Director.

Marketing-Interactive PR Awards 2022 is a series of awards honoring PR practitioners in South East Asia, South Asia, and Australia-New Zealand. In 2022, there are 42 categories judged by an independent judging community composed of industry leaders and senior communication experts. PR Campaign: Entertainment is a category focusing on awarding communication efforts and campaign strategies that successfully implement creative and innovative elements to push awareness of entertainment products.

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