Bank Central Asia reintroduces mobile feature to keep Lebaran traditions alive

After a month of fasting during Ramadan, Hari Raya was widely celebrated across Indonesia on Sunday. In Indonesia, the highly anticipated celebration of Lebaran sees many travelling across the country (mudik) to reunite with their loved ones in their hometown, and also a time to receive THR. However, the Indonesian Government has banned mudik this year as part of the nation’s efforts in containing the spread of COVID-19.

To ensure Indonesians do not miss out on THR and mudik traditions this year, the Bank Central Asia (BCA) has reintroduced a one of its mobile features called “BagiBagi”. According to BCA, this allows customers to make a multi-destination money transfer in a fun and surprising way. Customers can create a shareable link and share it with friends, family, and loved ones, and the receivable amount can be set to “random” or “fixed” to adapt to the yearly THR from family.

Together with Flock Creative Network, BCA launched a campaign to bring these elements as one. The campaign, which will run until 20 June, features a teenager who imagines an ideal Lebaran with his family, and like each year, he awaits anxiously to receive the THR envelope. However, reality catches up with him and shows that this year “BagiBagi” is the answer to getting THR without meeting his extended family.

Bank Central Asia (BCA) senior vice president of marketing communications Norisa Saifuddin said that BCA mobile’s "BagiBagi" feature is the right solution for customers to still give and receive THR. “As BCA is always committed to being by our customers’ side, we are innovating to stay relevant with the current situation. Through this campaign, we hope our customers and the wider community can still share their THR and happiness with their loved ones, while adhering to the government’s policy to not mudik and to keep our physical distance," she added. 

Meanwhile, Fransisca Kandida, creative group head of Flock, said she hopes people will be inspired by this commercial to never stop having fun and to celebrate Lebaran at home during this global pandemic. "This year’s Lebaran is not ideal, people stay at home as social distancing forbids us to have a family gathering. But with BagiBagi 'Salam Tempel', the THR tradition still remains and is even more exciting. It brings fun and happiness to everyone celebrating this year’s Lebaran,” she added.