Sarung Al Samsi
Industry
Tradisional Garment
What We Did
Social Media, TV & Jingle
Challenge
For decades, the family behind Sarung Al Samsi was known for its excellence in batik textiles from Pekalongan. They built their name in craftsmanship, not in content.. and certainly not in TikTok. But in 2023, they decided to take a bold step: launching a new line of sarung under the brand Al Samsi, designed to blend the richness of batik and songket into a modern sarong collection.
Immersion
Their goal wasn’t small. Al Samsi wanted to be a major player across the sarong category, both in mass market to premium, appealing to different audiences without diluting the brand. They also wanted to move fast online, growing their presence in a space traditionally dominated by legacy players with strong offline distribution. That’s when they brought in Porta.
Revitalizing a Timeless Textile Brand
Helping a Legacy Brand
Speak to a New Generation
SARUNG AL SAMSI
Breathing
New Life Into
a Heritage
Textile Brand
We repositioned Al Samsi’s brand narrative to reach modern audiences on TikTok and Instagram. Despite having a strong product with rich heritage, the brand needed a digital presence. We led their content strategy, managing everything from TikTok ideation, photoshoots, Instagram content, paid ads, to KOL management.
Social Media
Management
Instead of relying on polished catalog-style visuals, we leaned into storytelling that captures the spirit of the sarong as something meaningful, wearable, and rooted in culture. At the same time, we stayed true to what made Al Samsi different: the fusion of batik craftsmanship with songket elegance, in a format people could wear daily or on special occasions.
Al Samsi’s Journey
to National Media
Collaboration with @thenar.visuals
While Al Samsi launched a national TV ad campaign on MetroTV and TVOne, Porta played an advisory role, ensuring cultural alignment and guiding the development of the brand’s jingle. This strategic move helped Al Samsi transition from offline legacy to national media presence, ensuring the message remained cohesive with their ongoing digital efforts.
What we’ve learned from working
with brands like Al Samsi is this,
“Digital doesn’t
erase tradition,
it gives it new
context.”
Bridging Old and New
Through Digital Channels
The challenge was making sarungs, a legacy product with deep cultural roots, relevant to today’s buyers. We focused on lifestyle content, real user moments, and creator partnerships to show how sarungs are worn, not just folded. By collaborating with KOLs across different audience segments and tying the product to its tiered collection—ranging from everyday-use to high-end ceremonial wear—Al Samsi avoided trying to appeal to everyone. Instead, the brand became specific to each segment while staying true to its core identity.
Impact
Al Samsi is still early in its journey but it’s already a strong case for how heritage brands can scale without losing soul. By blending content, campaign guidance, and cultural sensitivity, we’re proud to help this sarung brand find its footing in the modern market while staying rooted in the values that built it.
Industry
Traditional Garments
What We Did
Social Media, TV & Jingle
