BCA’s Ramadan short film breaks the mold with emotional storytelling
A story of perseverance, emotion, and marketing brilliance—BCA’s Ramadan ad resonates with millions. Learn the key takeaways marketers can use.
BCA has taken a different approach this Ramadan with a short film series that is not only emotionally powerful but also deeply rooted in Indonesian culture. The campaign brings audiences back to the universal love for mothers while shedding light on the realities of orphanhood in Indonesia.
But beyond the heartfelt moments, the film delivers an unexpected plot twist that leaves viewers speechless.
Curious how BCA pulled this off and what kind of impact it made? Let’s dive into the story behind the short film, the buzz it created, and the marketing lessons we can take from it.
Atikah Amalia
Short on time?
Here is a table of content for quick access:
- What is BCA’s short film all about?
- A viral hit across platforms
- Key takeaways beyond traditional marketing
- More insights on advertising during Ramadan
What is BCA's short film all about?
Ramadan is often associated with triumph, but BCA is posing a deeper question: what does victory truly mean? In collaboration with Flock – Future Creative Network (FCN), the campaign, Gigih Raih Kemenangan (Persevere for Victory), challenges the conventional understanding of success. Instead of focusing solely on the end goal, the narrative highlights perseverance, setbacks, and the resilience that defines the journey.
At the center of the story is Juang, a man whose name itself means “fighting.” His struggles aren’t grand conquests but the everyday battles within his own family. Through his journey, the campaign shifts the perception of victory from mere achievements to persistence, support, and the will to keep moving forward.
BCA seamlessly integrates its digital banking platform, myBCA, into the storyline, presenting it as a reliable tool for managing daily life. Features like QRIS for cashless transactions, PayLater for flexible spending, virtual accounts for zakat payments, and bill payments are subtly woven into the narrative—without disrupting the emotional weight of the story.
A viral hit across platforms
The campaign has gained significant traction online. On Instagram, the short film has surpassed 90,000 likes and 2.1 million views, while on YouTube, it has been watched over 5.7 million times with 17,000 likes. The engagement reflects the film’s impact, with comments praising its storytelling and emotional depth:
"This doesn’t even feel like an ad. The story, the atmosphere, the message, and the humor are all top-tier. Even the product placement blends in naturally. I accidentally watched it three times."
"I usually skip sponsored ads, but this one? I watched until the end. The story is incredible, the acting is superb, and the message is simple yet hits deep. Hats off to BCA for creating something like this!"
Key takeaways beyond traditional marketing
Unlike past campaigns that leaned on high-profile influencers, BCA and FCN have taken a different route this year—focusing on deep, emotional storytelling. "This video isn't just about promoting myBCA; it's about sparking reflection on the true meaning of victory," said Leonard Wiguna, Chief Creative Officer at FCN.
BCA’s Vice President of Marketing Communications, Adrian Hermansyah, emphasized the bank’s commitment to standing by its customers. "Ramadan is a special time for Indonesians. With this campaign, BCA hopes to inspire perseverance—not just in fasting, but in life’s everyday challenges," he said.
Directed by Ica Lawendatu and produced by Buat Apa Mudah Films, Gigih Raih Kemenangan has reached millions across X, YouTube, Facebook, Instagram, and TikTok, ensuring widespread visibility. This campaign also marks another milestone in BCA’s six-year partnership with FCN, which previously produced the Don't Know Kasih No fraud awareness initiative.
Key takeaways from BCA’s Ramadan campaign:
- Seamless brand integration: The short film naturally embeds myBCA into daily life without aggressive selling.
- Emotional storytelling: The campaign prioritizes human connection over direct promotion.
- Brand-building through emotion: BCA strengthens its identity by associating with meaningful narratives.
- Keeping viewers engaged: A compelling plot twist encourages audiences to watch until the end.
By shifting the focus from traditional marketing tactics to genuine storytelling, BCA has crafted a campaign that doesn’t just sell a product—it leaves a lasting impact.
Looking for more insights on marketing during Ramadan?
Here are some articles that may help:
- https://www.contentgrip.com/wardah-ramadan-marketing-success/
- https://www.contentgrip.com/ramadan-marketing-playbook-sea/
- https://www.contentgrip.com/tiktoks-ramadan-playbook/
- https://www.contentgrip.com/consumer-spending-ramadan-2023-sea/
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