Tugu Insurance honours the unseen role of customers in Harpelnas campaign

Tugu Insurance has teamed up with agency partner FTW (part of Future Creative Network) to mark Indonesia’s National Customer Day (Harpelnas) 2026 with a campaign celebrating customers who quietly take on the role of protecting their loved ones.

Titled “Pahlawan di balik layar” (“Heroes behind the scenes”), the campaign centres on the idea that insurance can be a tangible expression of love - particularly for people who choose protection not only for themselves, but for those they care about.

The campaign is brought to life through a short film featuring Pak Njoto, a single father who spends his life supporting his only daughter, Samara, as she pursues her dreams.

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As Samara moves forward, Pak Njoto gradually becomes less visible in the story. Yet his role in protecting his daughter remains constant, positioning him as the “hero behind the scenes” who is willing to step out of the spotlight so someone else can shine.

Through the film, Tugu Insurance aims to shift attention towards people whose efforts can easily go unnoticed - from those who make sacrifices for their loved ones to those who quietly prepare for uncertainties that could affect their families’ futures.

The campaign frames being an insurance customer as more than simply owning a protection product. It presents the decision to have insurance as an active choice to take responsibility.

Tugu Insurance is an Indonesian general insurer with more than 40 years of experience in the industry. Founded in Jakarta in 1981, the company is a subsidiary of Pertamina. It provides corporate and retail insurance covering areas such as energy, property, aviation, engineering, health, homes, vehicles and personal protection.

Harpelnas, or National Customer Day, was introduced in Indonesia in 2003 by marketing expert Handi Irawan D. with support from state-owned enterprises, the private sector and the government, and was officially launched by then-President Megawati Soekarnoputri.

The annual observance is intended to encourage businesses to recognise customers as an integral part of their growth and to continually improve customer service.

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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