DANA Indonesia rolls out #AmanDariBadman to boost trust in digital transactions

DANA Indonesia has unveiled its latest campaign, #AmanDariBadman, as the digital wallet brand seeks to reinforce its leadership in secondary and emerging cities, where adoption of cashless payments continues to accelerate.

The campaign centres on DANA Protection, a suite of safety assurances including a 100% money-back guarantee, anti-pending transactions, and safeguards against account breaches. By highlighting these measures, DANA aims to build confidence among users navigating the shift to digital finance.

Developed by creative agency SALVO, the campaign runs across digital video and key visuals throughout the second half of 2025. Imagen Pictures produced the film, directed by Dimas Djayadiningrat.

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“DANA Protection is about building trust - from 100% money-back guarantees to anti-fraud safeguards. With #AmanDariBadman, we translated those promises into lighthearted, relatable storytelling, so users in every corner of Indonesia can feel both protected and entertained at the same time,” said Max Roza Natadjya, chief creative officer at SALVO.

The creative team at SALVO included associate creative director Audra Syah Rasjid, art director Yohanes Paulus, and copywriter Febriany Maria Lumenta, with account management led by Detrianis Andjani and Vania Firdani. The project was steered strategically by Ariobimo Raharjo.

For DANA, the push marks a continuation of its strategy to reach users outside Indonesia’s capital and major cities, tapping into the growing digital economy in secondary markets. While adoption of digital wallets has surged nationwide, the strongest uptake has largely come from urban centres.

According to GoodStats data from July 2024, eWallet adoption in Indonesia has reached 96%. The rise has been fuelled by government support and the widening acceptance of payments by merchants and online stores. DANA ranks among the country’s most popular platforms, alongside Gopay and OVO.

Last year, DANA partnered with creative agency EPIC Idea on the #AwasJebakanBadman campaign, which tackled the growing threat of online fraud by educating users on complex scam tactics through a mix of humour and informative content.

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