BCA Syariah launches 'Sahabat berkahmu' to deepen customer engagement

BCA Syariah has introduced a new brand proposition, “Sahabat berkahmu” (Your companion in blessings), as the Islamic bank seeks to deepen its relationship with customers and reinforce its role beyond traditional financial services.

Launched as the bank marks its 16th anniversary, the initiative positions BCA Syariah as a trusted companion throughout customers’ life journeys, supporting them through both challenges and milestones while remaining grounded in Islamic values.

To support the launch, BCA Syariah has rolled out a digital video commercial (DVC) titled “Sahabat berkahmu” across social media platforms. The campaign, created in collaboration with Ambilhati, showcases stories from diverse backgrounds, reinforcing the message that blessings and opportunities are accessible to everyone and that BCA Syariah aims to be a companion throughout each individual’s journey.

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The new proposition is underpinned by strong business performance. As of April 2026, BCA Syariah’s total assets reached IDR 19.9 trillion (US$1.1 billion), representing year-on-year growth of 18.1%. The bank’s financing portfolio grew 20.1%, while third-party funds increased 18%. BCA Syariah currently operates 79 branch networks across Indonesia.

Yuli Melati Suryaningrum, president director of BCA Syariah, said the new positioning reflects the bank’s ambition to become a more meaningful presence in customers’ lives.

“Over the past 16 years, we have accompanied Indonesians on their financial journeys. ‘Sahabat berkahmu’ reaffirms our commitment to playing a deeper role in the future - not only in transactions, but in every effort our customers make to achieve a better and more blessed life,” she said.

The brand proposition is being brought to life through three key initiatives.

The first focuses on the continued enhancement of BSya by BCA Syariah, the bank’s mobile banking application, which integrates everyday banking services, worship planning and sharia-compliant investment solutions within a single platform.

Secondly, BCA Syariah is expanding partnerships with leading Islamic institutions and communities. The bank has established new collaborations with Masjid Istiqlal and Masjid Raya Bintaro Jaya, while also strengthening existing relationships to extend its presence within community ecosystems.

The third pillar centres on reaching new customer segments, particularly younger generations, through Islamic financial literacy programmes and community-driven initiatives designed to be both relevant and inclusive.

Mia Rahma Amalia, SVP of funding, services and marketing communications at BCA Syariah, said the proposition is designed to meet customers wherever they are.

“Being a companion means being present wherever our customers are - in their apps, in their mosques, in their communities, and at every stage of their life journey. That is what we are building.”

The creative concept behind the campaign is rooted in the belief that personal growth is shaped by the people who support and accept us. Drawing from BCA’s long-standing promise of being “always by your side”, BCA Syariah positioned itself as a trusted companion that supports customers throughout life’s journey through sharia-compliant financial services.

The campaign, Ambilhati said, also challenges societal stereotypes by featuring individuals who may be judged by their appearance yet continue striving for a more meaningful and blessed life, reinforcing the idea that personal growth transcends appearances.

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