Casio and MD Entertainment Launch 'Filosofi Teras' Special Edition Watch, Promoting Mental Health Awareness
MD Entertainment has entered into a partnership with Casio Indonesia to mark the launch of its latest film, Filosofi Teras. The collaboration features a social campaign to raise public awareness of mental health.
“As a company that believes in the power of storytelling, we always strive to present films that not only entertain, but also have a positive impact on society,” said Chief Communications Officer of MD Entertainment, Astrid Suryatenggara, in a press statement on Monday (13 July).
As part of the partnership, 300 units of a special Filosofi Teras edition of the Casio MQ-24 watch have been produced. Of these, 50 units will be auctioned through the Bid for Charity programme together with the Pulih Foundation, with all proceeds going towards supporting mental health programmes in Indonesia.
The remaining 250 units will be given away to the public through various social media activities. Astrid Suryatenggara said the collaboration is expected to have a positive impact and build broader social awareness.
“Casio’s inaugural collaboration with Indonesian cinema through Filosofi Teras shows how two industries with aligned values can spark conversations and social movements that go beyond the cinema screen,” Astrid added.
Meanwhile, Head of Marketing & Creative at Casio Indonesia, Raizar Amar, explained that the MQ-24 has a long history, having first been released in 1987. The analogue watch is designed for those who value functionality without complexity.
“It was created specifically for people who do not want hassle — simple, and not wanting to be disturbed by complicated features,” said Raizar.
This “no-fuss” characteristic is seen as highly relevant to the message of Filosofi Teras. In Stoicism, one of the core teachings is to distinguish between what we can control and what we cannot, and to embrace a calmer, simpler life.
The film Filosofi Teras is an adaptation of a book by Henry Manampiring exploring the philosophy of Stoicism. The family drama is directed by Affandi Abdul Rachman and stars Sherina Munaf in the lead role.
It tells the story of a woman named Nea who becomes the backbone of her family. A number of other actors, including Zee Asadel and Lydia Kandou, also star in the film.
Portraying the character of Nea, Sherina revealed that she was immediately interested when she first heard that Filosofi Teras would be adapted into a film.
Following her return to the big screen in Petualangan Sherina 2 (2023), actress and musician Sherina Munaf appears on cinema screens once again in the new film Filosofi Teras.