BCA, Flock unveil emotional campaign redefining victory during Ramadan

Ramadan has long been seen as a month of triumph, but Bank Central Asia (BCA) is asking a deeper question: what does victory truly mean?

In collaboration with Flock - Future Creative Network (FCN), BCA's latest campaign, "Gigih Raih Kemenangan" (Persevere for Victory), challenges the traditional notion of success, shifting the focus from achieving a goal to embracing the struggles that shape the journey.

At the centre of the campaign is Juang, a man whose name means "fighting." His story is not one of grand conquests but of navigating life's unexpected turns within his own family. Through setbacks and resilience, he discovers that true victory lies in persistence, support, and the ability to keep moving forward.

myBCA, BCA's digital banking platform, serves as a constant companion, providing the tools he needs to manage his daily life with ease. This campaign moves beyond conventional banking promotions, weaving financial services into the reality of Ramadan. myBCA's features—QRIS for seamless transactions, paylater for flexible purchases, virtual account for easy zakat payments, and bayar & isi ulang (pay & top up) for everyday expenses—aim to blend into the rhythm of the holy month and make life simpler during fasting and festivities alike.

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The video campaign is running across multiple platforms, including X, YouTube, Facebook, Instagram, and TikTok, ensuring that its message reaches a broad audience, BCA told MARKETING-INTERACTIVE.

BCA's vice president of marketing communications, Adrian Hermansyah, reinforces the bank's commitment to standing by its customers in every moment. "Ramadan is a much-awaited time for Indonesians, and with this year's Ramadan campaign, BCA extends its greetings by inspiring those who are fasting to persevere in their observance, both through acts of worship and by sharing goodness," he said.

Unlike previous campaigns that relied on high-profile influencers, this year's approach shifts the focus to deep, emotional storytelling, said Leonard Wiguna, chief creative officer at FCN Creative. "This video isn't just about promoting myBCA; it's about sparking reflection on the true meaning of victory," he added.

Directed by Ica Lawendatu and produced by Buat Apa Mudah Films, "Gigih Raih Kemenangan" has been viewed nearly 5 million times on YouTube since its release on 26 February, as observed by MARKETING-INTERACTIVE.

BCA's six-year partnership with FCN has resulted in multiple campaigns, including the recent "Don't Know Kasih No" fraud awareness initiative.

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