Marketing Featured Southeast Asia

PermataBank sends out message of saving goodness in latest Raya ad

Jakarta, Indonesia – In the spirit of the upcoming Hari Raya festivities, Indonesian financial services company PermataBank has released an ad showcasing the importance of saving goodness amidst the long-celebrated festive season.

Conceptualised alongside creative agency M&C Saatchi Indonesia, the film titled ‘#NabungKebaikan’, roughly translated to #SavingGoodness, follows the story of interactions between a father and son and teaches viewers the values of giving, sharing and caring, and how goodness comes back to people who have given.

Speaking about the ad release, Anish Daryani, founder and president director at M&C Saatchi Indonesia, said that they wanted to send out a message of goodness instead of being ‘preachy’, adding on spreading the core essence of Ramadan, while still subtly establishing the idea of savings with PermataBank.

“The #NabungKebaikan theme for Ramadan applies to an integrated campaign that extends to banking products, promotions and offers, across the PermataBank portfolio. Through this, we’d like to demonstrate how we translate how brand purpose translates to commerce, enhancing brand affinity and actual revenue for the brand,” Daryani said.

Meanwhile, Glenn Ranti, division head of marketing communication at PermataBank, commented, “Saving is not simply about how much money we save, but also about creating and maintaining the good habit. The Holy Month of Ramadan, is the right moment for us to spread the spirit of #NabungKebaikan.With that in mind, PermataBank is committed to continuing to provide various benefits and conveniences for its customers to fulfil their needs in this blessed month.”

Ranti added, “We present a variety of attractive promotions in a series of PermataBank products and services that can be enjoyed by all customers and their families.With these promotions, we are looking forward to providing added value to our customers during Ramadan, while still living up to the spirit of #NabungKebaikan.”