The Pewarta Foto Indonesia (PFI), in collaboration with PT Nojorono Tobacco International, has officially concluded its prestigious photography competition, "Berkarya Lewat Lensa," marking the culmination of an extensive three-month search for visual narratives that encapsulate the enduring legacy of one of Indonesia’s oldest tobacco enterprises. Following a rigorous selection process, the competition committee has announced 12 winning entries that successfully captured the essence of Nojorono Kudus as it approaches its 94th anniversary.
A Journey Through the Lens: Competition Overview
The "Berkarya Lewat Lensa" competition, which opened its registration in August 2026 and concluded in October 2026, was designed to serve as a bridge between the corporate history of Nojorono Kudus and the public’s interpretation of its evolution. The event attracted a massive influx of interest, receiving over 1,700 submissions from a diverse demographic of professional photojournalists and amateur photographers from across the Indonesian archipelago.
The core theme, "Mawa Daya: Merajut Karsa Selaras dengan Waktu," was selected to reflect the company’s philosophy—a commitment to innovation while remaining rooted in tradition. Participants were challenged to translate the abstract concepts of corporate longevity, heritage, and industrial adaptation into compelling, high-quality visual stories.
Chronology of the Selection Process
The competition followed a structured timeline to ensure fairness and artistic integrity:
- August 2026: Official launch of the "Berkarya Lewat Lensa" competition, calling for submissions via PFI’s digital platforms.
- August – September 2026: Outreach programs and educational webinars conducted by PFI to guide participants on the technical and thematic requirements of the competition.
- Early October 2026: Submission deadline, followed by the initial screening process to filter entries based on technical requirements.
- Mid-October 2026: Independent jury evaluation conducted by Eva Agriana Ali, representing PFI, and renowned photojournalist Agus Susanto.
- Late October 2026: Announcement of the 12 best entries, selected based on originality, technical execution, and thematic adherence.
The Jury’s Perspective and Criteria
The judging panel was tasked with a difficult selection process, given the sheer volume and varied artistic styles of the 1,700 entries. According to the organizers, the assessment was strictly independent, focusing on three primary pillars:
- Originality of Idea: The ability to present a fresh perspective on a legacy brand without resorting to clichés.
- Visual Strength: The technical quality, composition, lighting, and storytelling power of the photograph.
- Thematic Alignment: How well the image represented the concept of "Mawa Daya"—a synergy between the company’s internal spirit and the changing external landscape of the tobacco industry in Indonesia.
Agus Susanto, in his capacity as a juror, highlighted that the winning entries displayed a sophisticated balance between human-interest elements and industrial history. "The best photos were those that didn’t just document the company’s facilities or products, but rather the human element that has driven the company for nearly a century," Susanto noted.
The Role of Photography in Institutional Storytelling
Dwi Pambudo, Chairman of the Pewarta Foto Indonesia, emphasized that photography serves as an essential tool for corporate communication. By documenting the 94-year journey of Nojorono Kudus, the competition allowed the public to visualize the history of a company that has survived various economic shifts, political climates, and societal changes.
"Photography has the unique ability to condense decades of history into a single, resonant frame," Pambudo stated. "When we invite photographers to interpret a company’s legacy, we are building an emotional bridge between the organization and the public. It transforms a corporate anniversary from a internal milestone into a shared cultural narrative."
Historical Context: The Legacy of Nojorono Kudus
Nojorono Tobacco International is recognized as one of the "Big Four" tobacco companies in Indonesia, with its roots firmly planted in the city of Kudus, Central Java. Since its establishment in 1932, the company has played a significant role in the local economy, providing employment for thousands and influencing the social fabric of the region.
As the company nears its 94th anniversary, it faces the complex challenge of balancing traditional tobacco manufacturing—a historically significant industry in Indonesia—with modern corporate responsibilities, shifting market regulations, and the global trend toward corporate sustainability. The competition served as a retrospective, allowing the company to showcase its adaptability and resilience. By involving the community in its storytelling, Nojorono Kudus seeks to reinforce its identity as an integral part of the nation’s industrial heritage.
Implications and Broader Impact
The success of "Berkarya Lewat Lensa" signals a growing trend in corporate communications where organizations utilize collaborative media projects to engage with their stakeholders. By partnering with PFI, an organization that upholds high standards of photojournalism, Nojorono Kudus successfully lent credibility to its anniversary campaign.
The competition also provided a platform for local photographers to gain exposure and experience. Many of the participants, especially those from outside the main metropolitan areas, were given an opportunity to document a major industry entity, contributing to the broader record of Indonesian industrial history.
Furthermore, this initiative highlights the ongoing importance of photojournalism in documenting the corporate sector. In an era dominated by short-form video and digital algorithms, the static, high-quality photograph remains a powerful instrument for conveying depth, truth, and historical context.
Future Initiatives and Legacy
The 12 winning photographs are expected to be featured in upcoming anniversary exhibitions and digital campaigns for Nojorono Kudus. PFI has expressed interest in continuing such collaborations, noting that the combination of corporate history and artistic photography provides a rich archive for future generations.
As PFI continues to advocate for the professional development of photojournalists, partnerships like this one are vital. They not only provide financial support for the creative industry but also ensure that the history of Indonesia’s foundational companies is captured through the eyes of those who understand the language of light, shadow, and narrative.
The "Berkarya Lewat Lensa" project stands as a testament to the fact that even after 94 years, a company’s story is never truly complete. Through the eyes of the photographers who participated, Nojorono Kudus has successfully invited the public to look beyond the corporate logo and see the human, historical, and artistic layers that constitute its existence in modern Indonesia.
Conclusion: A Synthesis of History and Art
The conclusion of the "Berkarya Lewat Lensa" competition is more than just an awards ceremony; it is an act of historical preservation. The collaboration between the Pewarta Foto Indonesia and Nojorono Kudus underscores a sophisticated approach to anniversary celebrations, prioritizing the cultural and social value of photography.
As the winning images circulate, they will serve as a visual repository of the 2026 landscape of the industry, offering a snapshot of a company in transition—moving toward its centenary while honoring the traditions that allowed it to survive for nearly a century. The success of this competition reaffirms the power of the lens to document the past, interpret the present, and frame the future, ensuring that the legacy of Nojorono Kudus remains vivid and accessible for years to come.
