Prudential Syariah Wins Award for 'Festival 1.000 Berkah Ramadan 2026' Campaign
PT Prudential Sharia Life Assurance (Prudential Syariah) has won the Marketeers OMNI Brands of the Year 2026 award in the Online–Offline Community Engagement category. The accolade recognises the success of its integrated marketing campaign during Ramadan 2026, titled ‘Festival 1.000 Berkah Ramadan 2026’, which delivered tangible social, economic, and environmental impacts for communities and the public.
This achievement further solidifies Prudential Syariah’s position as the market leader in Indonesia’s sharia life insurance sector based on Annualized Premium Equivalent (APE) market share, as well as its number one ranking in Brand Preference and participant trust based on recommendations (rNPS). It demonstrates that Prudential Syariah’s leadership is not only superior in business performance but also consistently built through meaningful, inclusive, and impactful community engagement.
Vivin Arbianti Gautama, Chief Customer Marketing Officer of Prudential Syariah, stated, ‘This achievement is a recognition that the future of sharia brands is built through meaningful engagement, not just one-way communication. For us, a campaign’s success is measured not only by its reach but also by the real impact felt by the community. This recognition complements Prudential Syariah’s position as the number one sharia insurance brand of choice for Indonesian families and number one in participant recommendations, affirming that our leadership is built on trust and relevance, not merely scale.’
The Festival 1.000 Berkah 2026 was held for nearly a full month at the Al Azhar Grand Mosque complex in South Jakarta, through a strategic collaboration with the Al-Azhar Islamic Boarding School Foundation, a trusted Islamic philanthropic institution in Indonesia. The festival successfully reached approximately 30,000 visitors through a series of activations integrating four dimensions: strengthening worship and Islamic studies, empowering Ramadan culinary MSMEs, sharia financial literacy and health education, and social action including the empowerment of the Lady Ojol community and a circular economy campaign through waste management. This initiative was assessed as an authentic and transformative omnichannel strategy for the sharia insurance industry.
‘Through Festival 1.000 Berkah, we presented an experience that connects spiritual values, sharia financial literacy, economic empowerment, and social action—including MSME and Lady Ojol empowerment as well as the promotion of a circular economy during the event—in one ecosystem relevant to the daily lives of Indonesian people. This is the embodiment of our commitment to be present in every space of community life, from places of worship, communities, and MSMEs, to the digital spaces where the younger generation seeks knowledge, as well as a tangible form of our commitment as the One that Protects Indonesian families,’ Vivin added.
The collaboration between Prudential Syariah and the Al-Azhar Islamic Boarding School Foundation is not new. Since establishing their partnership in 2023, the two institutions have delivered dozens of collaborative programmes across various regions, covering sharia financial literacy, social activities, Ramadan education, and strengthening community care values, reaching nearly 5,000 beneficiaries. This commitment is also realised through women’s empowerment. In 2025, Prudential Syariah together with Al-Azhar provided free sharia insurance protection to hundreds of female online motorcycle taxi drivers (Lady Ojol), as well as financial literacy programmes for women to boost confidence in managing finances and planning their family’s future.
The spirit of being the One that Protects is also embodied through contributions to sustainable sharia financial literacy for the wider community. Throughout 2025, more than 1 million individuals (offline and online) benefited from various sharia financial education programmes initiated by Prudential Syariah together with strategic partners such as Muslim organisations, universities, and communities.