CIMB Niaga launches Preferred BOSS with Xpo Jakarta roast, three-part film series

CIMB Niaga has launched CIMB Preferred BOSS (Business Owner Smart Solutions) with a series of entertainment-led activations, including a business-owner roast at Wealth Xpo Jakarta, a symbolic wedding between business and personal life in Surabaya, and a three-episode film series directed by Dimas Djayadiningrat.

At Wealth Xpo Jakarta, comedian and host Andhika Pratama led a comedic skit featuring business owners including dr. Tirta and Happy Salma, turning the spotlight on the juggling act between running a business and managing personal priorities.

The campaign continued at Wealth Xpo Surabaya, where CIMB Niaga teamed up with Sambal Bu Rudy business owner Ie Lanny Siswadi and comedian Dodit Mulyanto for a playful wedding ceremony representing the union of business and personal life. The activation featured a giant ulekan, tying the concept to Sambal Bu Rudy's identity.

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Alongside the live experiences, CIMB Niaga has released a three-episode entertainment film series featuring dr. Tirta, Happy Salma and Bu Rudy. Directed by Dimas Djayadiningrat, the films use humour and everyday business-owner struggles to introduce Preferred BOSS rather than relying on traditional financial product education.

The launch positions Preferred BOSS around a simple tension: business owners may separate their business and personal finances, but the responsibilities behind them are often intertwined.

CIMB Niaga said the decision to use less conventional business-owner figures was intended to make the stories more relatable rather than portraying stereotypical "boss" characters.

Preferred BOSS was developed around the observation that business owners' business and personal finances are often treated as separate areas, despite the two being closely connected. The solution combines dedicated support and financial offerings intended to address both sides through an integrated banking experience.

According to Noviady Wahyudi, director of consumer and emerging business banking at CIMB Niaga, the proposition includes a dedicated client relationship manager who handles both business needs and personal financial portfolios.

“Customers can enjoy exclusive business loan interest rates, business financing solutions with insurance protection and up to 30% premium cashback, flexible instalment options for various expenses with 0% interest for up to 12 months, as well as waived transaction fees for both business and personal needs, complemented by the exclusive privileges of CIMB Preferred. With these comprehensive benefits, we hope to enable customers to focus more on growing their businesses while achieving their personal and family financial aspirations,” he said.

The campaign was created by ALVA Northstar, part of ALVA Digital Network and Future Creative Network, with Film Bunny serving as the production house.

Rather than leading with the mechanics of a financial product, CIMB Niaga's campaign puts the lived experience of business owners first - using roasting, slapstick comedy and even a symbolic wedding to make the idea of combining their "two worlds" easier to grasp.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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