Dentsu Indonesia creates #MulaiDariTring! campaign for Pegadaian’s new app
Dentsu Indonesia is the lead agency for #MulaiDariTring! (#StartFromTring!), a nation-wide launch campaign for Pegadaian’s new app, TRING! by Pegadaian, that marks the start of the brand’s major digital transformation journey.
As Pegadaian evolves into a modern leader in the gold ecosystem and accelerator of financial inclusion, TRING! was introduced to show that saving gold can be simple, safe, and empowering to make it more accessible and relevant for today’s consumers.
#MulaiDariTring! was created to showcase that TRING! is not simply the name of a digital app. It turned Pegadaian’s heritage into a modern story of financial empowerment by tapping on the sound of gold, a homage to Pegadaian’s origin’s in pawn services, and symbolizing wealth, security, opportunity, and new beginnings in Indonesia.
As Pegadaian’s first lead agency, dentsu Indonesia drove strategic planning across Pegadaian’s key business groups, creative development of key visuals and TVC/DVC assets, integrated media and on-ground ideation/planning, as well as close collaboration with multiple partner agencies and brand ambassador for TRING! Campaign, Isyana Sarasvati, to enable strong and consistent storytelling.
“Tring! represents more than a digital product — it is the sound of Pegadaian’s transformation. Throughout this journey, we never forget that our story began with a mission of providing accessible financial solutions and trust for the people of Indonesia. Dentsu Indonesia showed deep respect for that heritage by honoring where we came from and carrying that spirit forward through #MulaiDariTring, reflecting Pegadaian as a symbol of integrity and empowerment across generations. As our lead agency for the campaign, dentsu also united all our partners under one cohesive vision, ensuring our story remained authentic while reaching new audiences in fresh, relevant ways,” said a representative from Pegadaian.
Galih Candrika Putera, Associate Account Director, Dentsu Creative Indonesia, said: “Leading #MulaiDariTring! meant more than managing a campaign, it meant protecting a legacy. For Pegadaian, that involved showcasing what the gold represents to Indonesians and reimaging how its trusted heritage can live on in a digital era. It has been a privilege for us to lead this collaboration, aligning Pegadaian’s partners and perspectives around one authentic voice.”
