BCA's Ramadan campaign places fatherhood at the heart of myBCA promotion

Bank Central Asia (BCA) has launched a new Ramadan campaign titled “Ramadan do it better on myBCA”, combining emotional storytelling with a multi-channel marketing push to highlight the digital banking features available on the myBCA app during the holy month.

Running for three months with its first airing on 17 February 2026, the campaign is designed to increase awareness of myBCA’s features that support everyday Ramadan needs while also promoting the bank’s seasonal offers.

The campaign, created together with Flock – Future Creative Network (FCN), unfolds across multiple touchpoints, including television, digital platforms, online advertising, out-of-home placements, and cinema screenings, allowing the brand to reach audiences throughout their Ramadan routines both on and offline.

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At the heart of the campaign is a narrative that reflects the emotional values associated with the holy month, particularly the idea of quiet sacrifice within families. Through the story of a father who quietly shoulders a heavy burden for the sake of those he loves, the campaign seeks to connect BCA’s digital services with deeper themes of devotion and sincerity.

The film was produced by Buat Apa Mudah Films and directed by Ica Lawendatu, bringing a cinematic approach to the storytelling while maintaining the campaign’s reflective tone.

According to Adrian Hermansyah, SVP of marketing communication at BCA, the campaign seeks to celebrate the often-unseen acts of love that define family life during Ramadan.

“A reflection of love in its purest form. This video honours the father who stands as the quiet anchor for his family, seeking no credit for the sacrifices he makes. It reminds us that behind our every smile is a father’s tireless effort, an unspoken ibadah (worship) fueled by nothing but love. Sincerity is the quietest prayer with the loudest answer,” he said.

Through the campaign, BCA hopes to reinforce the role of myBCA as a practical companion during Ramadan, positioning its digital features as tools that help customers manage their financial activities more seamlessly throughout the month.

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