Prudential has launched ‘Janji, jadi nyata’, a regional campaign across eight Asian countries highlighting protection as a heartfelt commitment, leveraging real-life stories and a focus on family and community values.
Prudential plc has launched a regional Asian campaign built around the idea that protection is a promise made real through action, not just words. Branded “Janji, jadi nyata”, the initiative draws on everyday family decisions and long-term financial planning to frame insurance as part of a personal commitment to loved ones.
According to Prudential, the campaign is running across eight Asian markets: Indonesia, Singapore, Malaysia, the Philippines, Vietnam, Thailand, Hong Kong and Taiwan. In Indonesia, Prudential Indonesia and Prudential Syariah are using the message to position policies as more than products, presenting them instead as a practical way to protect health, secure family finances and prepare for the future.
The company has tied the campaign to stories it says reflect real life, including a narrative about a child who later understands a mother’s sacrifices as an act of love. Prudential said the campaign is being shared through its websites, social media channels and local events in several Indonesian cities. That approach fits with Prudential’s broader regional messaging, which has long emphasised customer connection, simplicity and innovation.
Karin Zulkarnaen, chief customer and marketing officer at Prudential Indonesia, said the campaign is intended to show that every decision to buy cover carries a promise to oneself and to family. Vivin Arbianti Gautama, chief customer and marketing officer at Prudential Syariah, said protection in a sharia setting is also about mutual help and trust, with the tabarru’ fund supporting participants who need help. Prudential Syariah was launched in Indonesia in 2022 as the first standalone sharia life insurance business from a global insurer in the country.
The insurer is also highlighting a customer case to underline the point. Judith T., a 44-year-old Jakarta policyholder, returned to Prudential after previously stopping her cover and later received support when she was diagnosed with cancer in late 2025. Prudential said her experience reflects the value of maintaining protection even when immediate needs are not obvious. The group also said its Indonesian businesses paid substantial claims in 2025 and the first quarter of 2026, while Prudential Syariah has recently broadened its social outreach with programmes aimed at financial education and youth empowerment.
Disclaimer: This article is intended to inform and educate, not to recommend or endorse any financial product, investment or strategy. Please consider your own financial circumstances and seek professional advice where appropriate before making financial decisions.
