Dentsu named Pegadaian's first lead agency for major digital transformation rollout

Pegadaian, the state-owned pawn and gold services company, has appointed dentsu Indonesia as its first-ever lead agency, tasking the network with driving strategy, creative development and integrated rollout for the national launch of TRING! by Pegadaian - the financial institution’s new app.

A campaign, #MulaiDariTring! (#StartFromTring!), marks a major pivot for Pegadaian as it seeks to cement its position as a modern leader in Indonesia’s gold ecosystem while accelerating financial inclusion among younger, mobile-first consumers. TRING! is designed to make gold savings simple, secure and relevant, reframing gold ownership as a tool for empowerment rather than a complex financial act.

The campaign centres on “the sound of gold” - a symbolic bridge between Pegadaian’s origins in pawn services and its future as a tech-enabled financial partner. Dentsu translated this into a narrative that honours Pegadaian’s legacy while signalling a fresh beginning for millions of Indonesians navigating financial independence in the digital age.

Don't miss: Dentsu Indonesia reshapes creative leadership with strategic appointments

As the brand’s lead agency, dentsu Indonesia oversaw strategic planning across multiple Pegadaian business units, the development of key visuals and TVC/DVC assets, integrated media, on-ground activations and coordination with partner agencies. The team also worked closely with TRING! brand ambassador Isyana Sarasvati, ensuring continuity and resonance across touchpoints.

“TRING! represents more than a digital product - it is the sound of Pegadaian’s transformation. Throughout this journey, we never forget that our story began with a mission of providing accessible financial solutions and trust for the people of Indonesia,” a representative from Pegadaian said.

“Dentsu Indonesia showed deep respect for that heritage by honouring where we came from and carrying that spirit forward through #MulaiDariTring!, reflecting Pegadaian as a symbol of integrity and empowerment across generations. As our lead agency for the campaign, dentsu also united all our partners under one cohesive vision, ensuring our story remained authentic while reaching new audiences in fresh, relevant ways.”

Galih Candrika Putera, associate account director, dentsu Creative Indonesia, added, “Leading #MulaiDariTring! meant more than managing a campaign, it meant protecting a legacy. For Pegadaian, that involved showcasing what the gold represents to Indonesians and reimaging how its trusted heritage can live on in a digital era. It has been a privilege for us to lead this collaboration, aligning Pegadaian’s partners and perspectives around one authentic voice.”

Earlier this year, Pegadaian secured the mandate to operate as part of Indonesia’s emerging bullion ecosystem - a move that expands its role far beyond traditional pawn services. The designation enables the state-owned company to run a full bullion business, from gold trading and gold deposits to gold-backed working-capital loans and corporate gold custody services.

By November 2024, Pegadaian’s gold-related transactions had reached IDR 230 trillion (US$13.8 billion), backed by 92 tonnes of pledged gold and 10.3 tonnes held in its gold savings programme. The shift reflects the ministry of state-owned enterprises’ broader push to build a national gold-banking framework and raise public literacy around gold investment.

Minister Erick Thohir has emphasised that the bullion bank initiative will strengthen state-owned synergy and support Indonesia’s gold downstreaming efforts. Through its subsidiary Galeri 24, Pegadaian is expected to remain a key pioneer in gold investment services, including its long-running Pegadaian Gold Savings product.

Related articles:
Dentsu Creative Indonesia leaders leave firm to launch Feel Good Network
XTB's 'working cash' truck in Indonesia turns investment messaging on its head
ANTAM unveils exclusive gold bars featuring snake carvings for Year of Wood Snake