Kamengski's latest parody met with disapproval

Image: Bukalapak’s campaign featuring actress Sophia Latjuba (left), Kamengski’s parody on Bukalapak’s campaign (right)

Kamengski, the parody connoisseur, is known for inserting humorous twist into popular trademark. Countless brands from fashion, electronics and film to consumer goods have been turned into parody. Like other Kamengski’s parodies, its recent parody of actress Sophia Latjuba sparked flurry of laughter on social media. The brand took a spin on the actress’ first name: Shopeea. The post also featured the logo and colour of e-commerce company Shopee.

However, not everyone is happy about its take on the actress’ image. According to Kamengski founder Sulaiman Said, Sophia’s camp requested him to take down the post from @kamengski_stuff Instagram account since the actress has signed exclusive contract with Bukalapak. It was deleted from the account shortly after receiving the request.

The reference of the post most likely came from the actress’ exclusive deal with another e-commerce company, Bukalapak as brand ambassador. “Bukalapak is partnering up with Sophia Latjuba for the Halubolnas 12.12 programme as our brand ambassador to attract public interest to participate in various programmes Halubolnas 12.12 offered,” said Bukalapak Public Relation Manager Gicha Graciella.

As for the inspiration, Sulaiman told TFR, “Shopee. Shopee Alatjuba. Similar, isn’t it?” The request is understandable since Shopee is a direct competitor of Bukalapak. Therefore, the post could create confusion and undermine the original campaign. Sophia’s manager didn’t reply to TFR’s inquiry for comment about the situation.

Image courtesy of Bukalapak

Interestingly, the term Halubolnas itself is a twist on Harbolnas or Hari Belanja Online Nasional (National Online Shopping Day). When the campaign was launched in November, the term garnered mixed reaction from the public. Many were questioning whether it was intentional or accidental typo from the company.

Recently, the company published Halubolnas campaign video featuring Sophia and her ex-boyfriend lookalike. Humour is definitely the main language of the campaign.

Sulaiman also told TFR that this isn’t the first incident where the original creator or owner disapproves of his use of their trademarks or images. Amsterdam-based streetwear brand Patta asked the designer to take down his parody of the brand. “Patta Amsterdam changed to Patta hati (heartbreak). They thought I was selling counterfeit Patta goods.”

The twist on the late singer Glenn Fredly as Fredy Mercuri was met with disapproval from the management as well.

Parody is a common practice among brands, but they usually include only one or two trademark parodies into a collection. Kamengski is probably the only Indonesian brand that built its entire brand from parodying other popular trademarks.

However, it is worth noting that Indonesia’s trademark law doesn’t specifically mention parody. We can find a regulation concerning parody through the interpretation of Article 1 (5) of the law. In short, the owners of registered trademark can prohibit anyone from using a similar trademark to theirs in the same class of goods or services.

Despite the hurdle, Said has already thought of another idea. “I’ll probably turn it into Shopee Turner.”