PermataBank's heartfelt Ramadan film shows importance of #NabungKebaikan

PermataBank is sending out the message of #NabungKebaikan (Saving Goodness) with its Ramadan campaign done in collaboration with M&C Saatchi Indonesia and Langit Biru Productions. Told through the interactions of a father and son, the film teaches the values of giving, sharing, and caring, and how goodness comes back to people who have given.

At the beginning of the film, the son asks for a pair of rollerskates and the father agrees to his request on the condition that he fasts during Ramadan. The father offers his son a daily reward for fasting which the son diligently saves up over the course of Ramadan so he can buy his pair of roller skates. Along the way, the son remembers a piece of advice shared by his father one day: "No matter how little you have, we have to share with each other." This then spurred the son to embark on acts of kindness to strangers.

PermataBank's division head of marketing communication, Glenn Ranti, said saving is not simply about how much money one saves, but also about creating and maintaining the good habit.

"The Holy Month of Ramadan is the right moment for us to spread the spirit of #NabungKebaikan. With that in mind, PermataBank is committed to continuing to provide various benefits and conveniences for its customers to fulfill their needs in this blessed month," he added. As part of this campaign, the bank will also be running promotions for customers.

Meanwhile, M&C Saatchi Indonesia's founder and president director, Anish Daryani, said Ramadan campaigns can often be preachy, but the team wanted to send out a message of goodness, which is the core essence of Ramadan, while still subtly establishing the idea of savings with PermataBank.

"The #NabungKebaikan theme for Ramadan applies to an integrated campaign that extends to banking products, promotions and offers, across the PermataBank portfolio. Through this, we'd like to demonstrate how brand purpose translates to commerce, enhancing brand affinity, and actual revenue for the brand," Daryani said.