Pradnya Paramita, nicknamed Mita, 27, died Sunday, shortly after having worked for 30 hours straight as a copywriter at Young & Rubicam. She collapsed at a restaurant Saturday and slipped into a coma, her stepfather Yani Sharizal told reporters.
Doctors at the Pertamina Central Hospital, where Mita was pronounced dead, said she suffered heart failure and brain stroke as a result of working endlessly while excessively consuming coffee and energy drinks.
Her last tweet on her Twitter account at 5:47pm on Saturday said: "30 hours of working and still going strooong".
Her death immediately started trending on Twitter with tweeters reminding each other not to push their bodies beyond what they can handle.
The company expressed condolences on its Facebook account, describing Mita as "a talented copywriter with a gentle smile who will always live on in our hearts".
On its website, the company says "people come first" and that it hires "self-starters" with "fire in their belly" who "fit our DNA, understand our culture, and bring something to it".
Mita joined the firm in 2011 and had since won prestigious awards in recognition of her outstanding work, according to her stepfather.
Djamal Aziz, a member of a commission dealing with manpower at the House of Representatives, said the House will summon a representative of the company to brief lawmakers, while it might bring the case to court if it can be proven that Mita was forced to work for more than 30 consecutive hours.
"A company is not a grave. It's a place where someone works and creates something for the company," he said.
Handoko Hendroyono, head of branding and advertising at the Association of Indonesian Advertising Companies, said the association will also summon a Y&R representative.
"We need to clarify whether her boss knew that she had worked for 30 hours," he said.
He did not deny, however, that competition in the advertising sector is tough, with speed and price being the two main factors considered by clients when hiring an agency.