Canva champions Indonesian MSMEs' design confidence with 'Gampang di Canva'

Canva has unveiled its first large-scale brand campaign in Indonesia titled “Gampang di Canva” (“Easy on Canva”), aimed at boosting the growth and visibility of the country’s MSMEs.

The campaign draws inspiration from the vibrant ecosystem of around 60 million MSMEs across Indonesia - from family-run shops and street vendors to digital startups - reflecting their high ambitions despite limited resources and tight schedules. At its core, Gampang di Canva celebrates how accessible, professional-quality design has become a vital tool for these businesses to stand out in a competitive market.

In today’s digital age, a unique brand identity is indispensable. Canva’s intelligent, AI-supported tools now allow local businesses to present themselves confidently on a global stage while preserving their authentic local flavour. The campaign underscores that design is no longer just decoration; it’s a powerful force that builds confidence, connection, and meaningful growth.

Don't miss: Just weeks after acquiring MagicBrief, Canva deepens its AI push with ChatGPT

A key creative touch is the use of a popular local phrase, “nenek saja bisa” (“even grandma can do it”), highlighting the simplicity and fun of creating compelling visuals on Canva. This is brought to life in a humorous short film set in a quiet family-run batik shop. When a friend encourages the shop owner to promote the business on social media with “It’s easy,” the owner quips back, “Easy? Your grandma can do a trail ride!” Suddenly, the late grandmother appears performing a spectacular motorbike stunt, magically introducing them to Canva’s features.

The film then transforms into a lively tutorial, as Grandma enthusiastically demonstrates Canva’s user-friendly offerings - from locally tailored social media templates to handy photo editing tools and AI-powered Magic Studio. The shop quickly fills with customers again, bringing energy and renewed hope. The closing scene, where Grandma winks at her grandchild, symbolises resilience, legacy, and the transformative power of good design.

Ruoshan Tao, Canva’s head of marketing for Southeast Asia and Latin America, emphasised the campaign’s significance: “Considering there are around 60 million MSMEs, small businesses are the backbone of Indonesia’s economy. To unlock their full potential, the key is better visibility through great design.”

“Through the Gampang di Canva campaign, we deliver a clear and powerful message with a touch of humour to millions of local MSMEs: design doesn’t have to be complicated. When everything is made simple, big changes happen. It drives growth, creativity, and confidence. MSMEs need tools that match their spirit - full of ideas and boundless,” Tao added.

The campaign spans multiple channels including traditional television and digital platforms such as YouTube, Meta, and TikTok. Collaborations with local content creators and hyperlocal activations aim to bring design closer to communities. Out-of-home advertising will target busy Jakarta commuter routes including MRT stations and bus stops.

Indonesia is Canva’s third largest market globally, home to a dynamic and fast-growing creative community. The platform supports over 84,000 educators, 270 local creators producing around 10,000 templates monthly, and 65 Canva Ambassadors promoting design excellence across 32 provinces. Canva recently deepened its commitment by partnering with Indonesia’s ministry of tourism and creative economy, offering accessible design tools, skill training, and culturally relevant content to empower more entrepreneurs to grow their brands confidently.

Launched in 2013, Canva has become a leading global platform for visual communication and collaboration. Serving users in nearly 190 countries, it caters to everyone from beginners to professional creatives with an extensive library of designer content and AI-powered products that simplify creative teamwork and storytelling.

Digital Marketing Asia returns to Jakarta on 15 October, bringing the hottest trends, tech, and insights to future-proof your strategies. Network with 150+ industry leaders, discover cutting-edge tools, and learn from real-world case studies – all designed to propel your brand growth. Don't miss this chance to stay ahead of the curve!

Related articles:
Canva turns designers’ inside jokes into cheeky larger-than-life billboards
Canva acquires MagicBrief to supercharge AI content performance for marketing teams
Local push propels Canva to 1-in-5 internet users in Philippines