Indonesia – PT Bank Central Asia Tbk (BCA) has kicked off its latest Ramadan campaign, encouraging audiences to reflect on family, sincerity, and the quiet acts of devotion that define the holy month.
Titled “Ramadan Do It Better on myBCA”, the campaign seeks to raise awareness of myBCA’s features that support various Ramadan needs, alongside BCA’s promotional programmes.
Developed in partnership with creative agency Flock (part of Future Creative Network), and produced by Buat Apa Mudah Films under the direction of Ica Lawendatu, the campaign film tells a heartfelt story about the often-unseen sacrifices fathers make for their families.
This year, the story is presented from two perspectives—a parent’s and a child’s—offering a layered narrative of how love and devotion are expressed within families. As a platform used across generations, from Gen Z to Xennials, myBCA is portrayed not just as a financial service but as a space where families sustain relationships through small, meaningful exchanges.
The campaign, which began airing on 17 February 2026, is rolled out across digital platforms, out-of-home media, and cinema screenings nationwide.
Speaking on the creative approach, Syandy Handrian, creative director at Flock, said the goal was never simply to stand out.
“Differentiating ourselves from other brands was never our main objective, because we know trends come and go. What we return to each year is the craft: telling a story that feels deeply rooted in the brand’s DNA and aligned with the theme of the year,” Handrian said.
He added, “In execution, we deliberately choose the harder path. It demands more from us, but that’s precisely how we make sure the final work truly stands out for the creative team, the brand team, and most importantly, the audience.”
From BCA’s perspective, the campaign shines a light on quiet acts of love that often go unnoticed. Adrian Hermansyah, SVP marketing communication at BCA, described the film as a tribute to fathers whose sacrifices remain unspoken.
“This campaign is a reflection of love in its purest form. The video honours the father who stands as the quiet anchor for his family, seeking no credit for the sacrifices he makes,” Hermansyah said.
He added, “It reminds us that behind our every smile is a father’s tireless effort, an unspoken ibadah (worship) fuelled by nothing but love. Sincerity is the quietest prayer with the loudest answer.”
Through “Ramadan Do It Better on myBCA”, BCA aims to connect with audiences during Ramadan not only through promotions and financial solutions but also through a story that resonates emotionally with families across Indonesia.
