SALVO and DANA partner on new campaign to reassure users of safe transactions
Indonesia’s leading digital wallet, DANA has launched its latest campaign #AmanDariBadman, created in partnership with creative agency SALVO, to reassure customers that every transaction with DANA is safe and protected.
The campaign’s title, #AmanDariBadman, translates to “Safe from Badman” — a playful Indonesian-English phrase referring to scammers, hackers, or fraudsters. By using witty, tongue-in-cheek language, the campaign makes the serious issue of digital protection more relatable to a mass audience.
The campaign shines a spotlight on DANA Protection, a comprehensive suite of safeguards designed to give users peace of mind in every transaction. These include a 100% Money-Back Guarantee if balance is lost beyond the user’s control; Seamless Transactions (Anti-Pending Assurance) to ensure transfers are smooth and instant; Anti-Fraud Assurance powered by a Fraud Risk Check feature to help users avoid scams and “badman” tricks; and Account Breach Protection, which secures every account with multi-layered defense systems.
Crucially, the creative treatment reflects the communication preferences of tier-2 and tier-3 city audiences, where adoption of digital finance continues to surge and who are less likely to respond to serious, technical advertising. Research shows these communities are more engaged by humor, drama, and slapstick storytelling — making a light-hearted approach far more effective in building trust and recall. By tapping into everyday scenarios with a comedic twist, #AmanDariBadman delivers a clear yet entertaining message about digital safety.
“With #AmanDariBadman, we deliberately chose a light and entertaining treatment to communicate a serious promise,” said Audra Syah Rasjid, Associate Creative Director of SALVO. “Instead of sounding technical, the campaign uses humor and everyday moments to explain DANA Protection — making it easier for people in tier-2 and tier-3 cities to connect, remember, and trust DANA as their No.1 choice.”
Credits
Agency: SALVO
CEO: Christmartin Hanandito Satrio
CBO: Alvin Pramudito
COO: Muhammad Raditya Nurhawanto
CCO: Max Roza Natadjaya
Associate Creative Director: Audra Syah Rasjid
Art Director: Yohanes Paulus
Copywriter: Febriany Maria Lumenta
Account Manager: Detrianis Andjani, Vania Firdani
Lead Strategist: Ariobimo Raharjo
PH: Imagen Pictures
Executive Producer: Tining Natapraja
Film Director: Dimas Djayadiningrat
