A copywriter collapsed and died over the weekend shortly after tweeting about working for over 30 hours straight.
Her tweets were often accompanied by the hashtag #AgencyLife.
Hours later she suffered heart failure and slipped into a coma from which she wouldn't awake.
Though Diran's death was immediately attributed to overwork — A Path post attributed to her father, an ad agency employee himself, suggests Diran may have been working for up to three days straight — local media reports say her regular consumption of the energy drink Krating Daeng (also known as "Thai Red Bull") may have also contributed to her sudden demise.
Dear Friends and Colleagues in the Advertising & Marketing community,
It is with a heavy heart and deep sadness that we have to inform you we have lost our friend, sister, and work colleague, Mita Diran, earlier this evening. Mita was a talented copywriter with a gentle smile who will always live on in our hearts.
We have been to Mita's family residence tonight and expressed our sincere condolences on behalf of Y&R Group Indonesia. It is a great loss and we wish Mita's family the faith and strength in each other in going through this extremely difficult time.
Tomorrow, December 16, we will close the office for the day to pay our last respects to Mita at her funeral at Jeruk Purut cemetery at 10 AM. Let us all take a day of silence tomorrow and give Mita's family the support and prayers that they need, from the bottom of our hearts.
Sincerely, Y&R Group Indonesia
Sadly, Diran is not the first young ad agency employee this year to die after spending an impossible number of hours in the office.
He was pronounced dead at a nearby hospital.