DANA puts financial inclusion in the spotlight with latest campaign

DANA and creative agency SALVO have partnered on a new campaign highlighting the Indonesian digital wallet provider’s commitment to expanding financial inclusion across income groups and geographical areas.

The campaign centres on the belief that income and place of residence should not determine access to financial services. It aims to communicate DANA’s ambition to make participation in the digital economy more accessible to Indonesians, including those living outside major urban centres.

The campaign builds on DANA’s existing reach among underserved communities. In a corporate update in February 2026, the company reported that 43% of its users came from unbanked groups, while 86% were based in tier two to tier four cities.

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For SALVO, the collaboration focuses on giving the brand’s financial inclusion agenda a human dimension and connecting it with the everyday experiences of the communities it serves.

“When a brand is doing meaningful work, you have something meaningful to say. DANA’s commitment to widening financial access gave us a strong foundation. Our job was to give that commitment a human voice that every Indonesian can relate to,” said Max Roza Natadjaya, chief creative officer at SALVO.

The campaign film was directed by Dimas Djayadiningrat, with Imagen Pictures serving as the production house. The creative team included Alvin Pramudita, chief business officer; Muhammad Raditya Nurhawanto, chief operating officer; and Audra Syah Rasjid, creative director.

Previously, DANA partnered with SALVO on its #AmanDariBadman campaign, using digital videos and key visuals to promote DANA Protection’s security features, including its 100% money-back guarantee and anti-fraud safeguards. The campaign aimed to build trust in cashless payments and strengthen the brand’s presence in secondary and emerging cities across Indonesia.

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