Prudential Launches New Campaign to Emphasise the Meaning of Protection
Prudential plc has launched a regional campaign in Asia titled ‘Janji, jadi nyata’ (Promises, made real), which highlights stories about people’s commitment to protecting their families, preparing for the future, and realising a better life.
The campaign is built on the idea that behind every financial plan, sacrifice, and important decision lies a personal promise to provide the best for loved ones.
These promises take many forms, from parents who want to see their children grow and achieve their ambitions, to couples who wish to continue supporting one another, to individuals committed to maintaining their health so they can always be present for their families.
Prudential believes that a promise does not end with words but is realised through concrete action. One such action is preparing protection to face the various risks and uncertainties that can occur in life.
The ‘Janji, jadi nyata’ campaign is being rolled out in eight Asian markets: Indonesia, Singapore, Malaysia, the Philippines, Vietnam, Thailand, Hong Kong, and Taiwan.
In Indonesia, Prudential Indonesia and Prudential Syariah are conveying the message that a policy is not merely a protection product, but part of a personal promise to protect oneself, safeguard one’s family, and prepare for the future.
The campaign is presented through authentic stories close to everyday life and disseminated through the websites and social media channels of Prudential Indonesia and Prudential Syariah, as well as through various activities in several Indonesian cities.
One of the stories featured depicts the journey of a child who, upon reaching adulthood, begins to understand his mother’s various actions as a form of love and an effort to prepare for his future. As an adult, the child now wishes to do the same for his mother in her old age.
Chief Customer & Marketing Officer of Prudential Indonesia, Karin Zulkarnaen, said the campaign reflects the company’s commitment to continuously providing protection that is relevant to customer needs.
“Through the ‘Janji, jadi nyata’ campaign, we want to show that behind every decision to have protection, there is a promise to oneself and to the people we love,” said Karin, as quoted on Friday (14/8).
According to her, Prudential strives to fulfil that promise by understanding customer needs, providing relevant protection solutions, and delivering services and experiences that offer a sense of security when needed.
“Because ultimately, what we protect is not only health and finances, but also the plans and future we want to build together with our families,” she said.
Meanwhile, Chief Customer & Marketing Officer of Prudential Syariah, Vivin Arbianti Gautama, said that protection under sharia principles is also a form of care and a trust to look after one another.
“For Prudential Syariah, protection is not only about facing risks, but also about striving to protect ourselves and the people we love. Behind every decision to have protection, there is a trust to safeguard the family and prepare for the future,” Vivin explained.
She added that the spirit of protection is also realised through the principle of mutual assistance, or ta’awun, among participants. Contributions through the tabarru’ fund are part of a mutual cooperation mechanism to help other participants in need.
“Through ‘Janji, jadi nyata’, we want to show that this commitment is realised through concrete action, including by providing protection and benefits when needed,” she said.
The campaign’s message is also reflected in the experience of Judith T., 44, a Prudential Indonesia customer from Jakarta who directly felt the benefits of protection when facing a health risk.
Judith previously held a Prudential policy but had stopped her protection. Over time, the awareness that health conditions are difficult to predict prompted her to become a Prudential Indonesia customer again in early 2024.
Despite experiencing several premium adjustments, Judith chose to maintain her protection because she considered health protection an important part of future planning.
That decision proved even more valuable when Judith was diagnosed with cancer in late 2025. The protection she held helped her undergo treatment.
“We never know what will happen to our health. When I finally needed this protection, I truly felt its benefits and felt greatly helped,” said Judith.
The experience made Judith even more convinced that maintaining protection was the right decision. For her, having protection from the outset is not solely about facing the worst possibilities, but also about providing peace of mind in living life and continuing to be there for her family.
Prudential believes Judith’s experience demonstrates the importance of protection as part of preparing for risks and uncertainties. This commitment is realised through various protection and health solutions, innovation, claims services, and support from marketing staff according to the needs of customers and participants.
For Prudential, one concrete form of keeping its promise is being present when customers and participants need protection. Throughout 2025, Prudential Indonesia paid total claims and benefits of Rp16 trillion to 332,122 beneficiaries. In the same period, Prudential Syariah distributed claims of Rp2.2 trillion to 68,922 beneficiaries.
This commitment continued into the first quarter of 2026. Prudential Indonesia paid claims and benefits of Rp4.4 trillion to 161,194 beneficiaries, while Prudential Syariah distributed Rp529 billion to more than 21,000 beneficiaries.
In addition to being reflected in claims and benefit payments, the commitment is also reflected in the level of public trust. Based on an independent survey, Prudential Syariah ranks first in Brand Preference and participant recommendations, or relationship Net Promoter Score (rNPS), in Indonesia’s sharia life insurance industry.
This achievement shows that the experience of receiving protection benefits is part of the consideration for Indonesian families in choosing and recommending protection services.
Through the ‘Janji, jadi nyata’ campaign, Prudential reaffirms that protection is not merely a financial decision, but a tangible form of commitment to safeguarding health, family, and the various future plans one wishes to realise.