In a heart-warming film, PermataBank sends out the message of #NabungKebaikan (Saving Goodness) to the world, as part of its Ramadan 2022 campaign.  

Told through the interactions of a father and son, the film teaches the values of giving, sharing and caring, and how goodness comes back to people who have given.  

Anish Daryani, founder and president director, M&C Saatchi Indonesia, said: "Ramadan campaigns can often be preachy. But we wanted to send out a message of goodness, 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". 

Glenn Ranti, division head marketing communication, PermataBank, said: “Saving is not simply about how much money we save, but also about creating and maintaining the good habit. The Holy Month of Ramadan 1443 H, is the right moment for us to spread the spirit of #NabungKebaikan (Saving Goodness).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. 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.” 

Anish further adds: "We have been thought leaders in bringing Ramadan insights to the surface, which we see as our contribution to the industry. This campaign shows how we make our Ramadan insights actionable."