Cultural Communication Strategy of The Tali Jagat Brand to Connect with The Local Community

Abstract

Cultural diversity plays an important role in shaping social identity and community relationships in Indonesia. Within this context, kretek is viewed not only as a commercial product but also as part of cultural heritage, local traditions, and social interactions. However, shifts in consumer behavior and the increasing influence of global culture have challenged traditional brands in maintaining their cultural relevance, particularly among younger generations. This study aimed to examine the cultural communication strategies implemented by the Tali Jagat brand through the Kretek Unites Indonesians campaign to build relationships with local communities. This study employed a qualitative case study approach using an embedded single-case design. Data were collected through semi-structured interviews with 12 participants, document analysis of campaign materials, and participant observation at community-based cultural events in East Java. The findings revealed three main strategies: the integration of local cultural values, community engagement as a relationship-building mechanism, and hyperlocal communication practices adapted to regional identities. The results indicated that Tali Jagat used cultural narratives, collective experiences, and community participation to strengthen brand authenticity and foster emotional connections with its audiences. The study concluded that cultural communication extended beyond promotional activities and functioned as a strategic approach to developing sustainable relationships between brands and local communities through shared cultural meanings and participatory experiences.