A simple yet hilarious twist on daily conversations has gone viral thanks to Lutfi Afansyah, who injected corporate lingo into casual, everyday contexts. His content resonated instantly with audiences, turning routine workplace phrases into punchlines that feels both tongue-in-cheek and relatable.

The popularity of this format has sparked countless remakes and discussions online, further amplifying its reach. At the same time, the trend highlights a broader movement: the rise of employee-generated content (EGC), where everyday workers use humor and authentic perspectives to create content that feels more genuine than polished campaigns.

Why Relatability Wins
Indonesian audiences are increasingly drawn to content that reflects their own lives. Unpolished, raw, and relatable stories outperform overly curated productions because they mirror the way people actually talk and interact.

This works especially well in Indonesia, where a large portion of the population is in their productive, working years. When content comes from the lens of employees and everyday workers, it feels instantly relatable to millions navigating the same realities.

When Authenticity Outshines Polish
For brands, the lesson is to lean into authenticity. Instead of pushing hyper-polished campaigns, create content that feels organic and rooted in real experiences.

That can mean encouraging employees to participate in content creation, spotlighting behind-the-scenes humor, or tapping into workplace pain points that audiences share. By embracing formats like EGC and giving it a brand twist, companies can make their presence feel more human, approachable, and relevant.

The key is balance: staying true to the brand’s voice while allowing space for relatability. When brands achieve this, they do more than entertain — they build trust by showing they understand the everyday lives of their audience.