Indonesia – PT Pegadaian, the state-owned pawnbroker under Bank Rakyat Indonesia, has appointed dentsu Indonesia to launch a nationwide campaign for its new TRING! app, marking the beginning of the company’s broader digital transformation.
Titled #MulaiDariTring! (#StartFromTring!), the campaign positions the TRING! app as a key step in Pegadaian’s shift toward modernised financial services. Drawing on the sound of gold as a nod to Pegadaian’s pawnshop origins, the campaign reframes the brand’s heritage into a contemporary narrative of accessibility and financial empowerment.
The TRING! app aims to make gold-saving simpler and more relevant for today’s consumers as Pegadaian pushes to strengthen its role in Indonesia’s gold ecosystem and advance financial inclusion.
A representative from Pegadaian commented, “Tring! represents more than a digital product — it is the sound of Pegadaian’s transformation. Throughout this journey, we never forget that our story began with a mission of providing accessible financial solutions and trust for the people of Indonesia.”
“Dentsu Indonesia showed deep respect for that heritage by honouring where we came from and carrying that spirit forward through #MulaiDariTring, reflecting Pegadaian as a symbol of integrity and empowerment across generations. As our lead agency for the campaign, dentsu also united all our partners under one cohesive vision, ensuring our story remained authentic while reaching new audiences in fresh, relevant ways,” they continued.
As Pegadaian’s first lead agency, dentsu Indonesia oversaw strategic planning, creative development of campaign assets, integrated media, and on-ground execution, working closely with partner agencies and TRING! campaign ambassador Isyana Sarasvati to ensure consistent brand storytelling.
Galih Candrika Putera, associate account director at Dentsu Creative Indonesia, commented, “Leading #MulaiDariTring! meant more than managing a campaign; it meant protecting a legacy. For Pegadaian, that involved showcasing what the gold represents to Indonesians and reimagining how its trusted heritage can live on in a digital era. It has been a privilege for us to lead this collaboration, aligning Pegadaian’s partners and perspectives around one authentic voice.”
