Jakarta’s Blok M Hub became a hub of activity on Wednesday, February 25, 2026, as smartphone manufacturer itel launched its new City 200 device with a unique “Misi Ngabuburit Mencari Siti” event. The interactive campaign aimed to capture the spirit of ngabuburit – the Indonesian tradition of leisurely waiting for the breaking of the speedy during Ramadan – while showcasing the features of the affordable new smartphone.
Blok M Hub, a popular pre-iftar destination for Jakarta residents, provided the perfect backdrop for itel’s launch. The event combined traditional entertainment with modern interactive activities, offering a distinct experience for attendees. The launch strategy centers around engaging younger audiences and leveraging the cultural practice of ngabuburit to build brand awareness for the City 200, a smartphone targeted at the entry-level market in Indonesia.
The event featured a performance by Indonesian artist Aldi Taher, who led attendees in a sing-along while they waited for the Maghrib prayer. Free snacks were also distributed, adding to the festive Ramadan atmosphere. Attendees were also given the opportunity to experience the City 200 firsthand, testing features like its 120Hz screen, 50MP camera, and overall device durability.
itel took a novel approach to product demonstration with a mobile activation campaign utilizing specially branded trucks. These trucks toured Jakarta on February 25th, functioning as mobile studios for exclusive live shopping sessions. Marketing Manager of itel Indonesia, Geza Febriandi, explained that this allowed potential customers to view product demonstrations live through digital platforms while interacting with hosts at the event locations, bridging the gap between in-person experience and online convenience. Jawapos reported on this innovative approach.
Expanding Reach Through Digital Sales
Complementing the offline experience, itel has scheduled an exclusive sale of the City 200 through TikTok Shop during the upcoming 3.3 promotional period. This integration of physical activations with digital sales channels reflects itel’s strategy to reach a wider audience and streamline the purchasing process. The company aims to connect with Jakarta’s youth through a blend of traditional customs and contemporary digital trends. Jawawa.id highlighted this approach.
The “Misi Ngabuburit Mencari Siti” event ran from 5:00 PM to 7:00 PM on February 25, 2026, at Blok M Hub, offering a mix of entertainment, interactive games, and hands-on experience with the new itel City 200. Media Indonesia provided details on the event schedule.
Blok M Hub: A Ramadan Gathering Place
Blok M Hub has long been a favored location for Jakarta residents to spend time during ngabuburit, and itel’s event capitalized on this established tradition. The area’s popularity as a pre-iftar gathering spot made it an ideal venue to introduce the City 200 to a large and engaged audience. Sindonews noted Blok M Hub’s continued appeal as a community space during Ramadan.
The launch of the itel City 200 through this interactive campaign signals a continued focus on engaging Indonesian consumers through culturally relevant events and innovative marketing strategies. As itel expands its presence in the Indonesian smartphone market, the integration of offline activations with digital sales platforms will likely remain a key component of its approach.
What remains to be seen is how the City 200 will perform in the competitive Indonesian smartphone landscape and whether itel’s unique launch strategy will translate into sustained market share. The success of the TikTok Shop exclusive sale during the 3.3 promotional period will be a key indicator of the campaign’s overall effectiveness.
What are your thoughts on itel’s innovative launch strategy? Share your comments below and let us recognize what you think!
