New | Advertising writer dies after ‘30-hour shift’ at global agency in Indonesia
Stepfather refuses to lay blame, insisting the girl he raised was on the cusp of success; critics are unhappy with employer's work arrangements
Pradnya Paramita, the young Indonesian woman who reportedly collapsed after working 30 hours straight, was just entering a “high note” in her career before her passing, her stepfather said on Wednesday, as he gave details about her last days.
The 27-year-old’s death caused a stir on social media after it was reported she had worked excessively long hours at her advertising company, and even prompted a legislative inquiry into the firm’s work practices.
The work culture was not healthy when I was there. Too much overwork
But Zafrul Sjahrial, who married Paramita’s mother years ago and raised her as his own, refused to assign blame over her death.
“My daughter was strong. I know she knows what it takes to be in the advertising industry,” he told the South China Morning Post on Wednesday, following the funeral.
Paramita worked at US-based multinational firm Young & Rubicam, whose clients include Dell, Colgate, Xerox and Citibank, as a copy writer.
“Life in advertising is not like working in a bank or any other institution. The long hours are expected and already a prerequisite,” said Sjahrial, a creative director who has 35 years’ experience in advertising and marketing. “I know how the industry works. Other industries are doing worse than this.”
