Prudential Launches “Promise, be real” Campaign

JAKARTA - Prudential plc launched "Promises, so real", a Prudential regional campaign in Asia built on a simple idea: that behind every financial plan, sacrifice, and important decision, there is often a simple promise, to protect, give the best, and create a better life for families. Every day, people work hard to fulfill this promise for their families.

Promises come in many forms and at every stage of life. There are parents who want to see their children grow and achieve their dreams, couples who want to continue to accompany each other, or someone who is committed to staying healthy and being present for their family. In the end, a promise is not just about what we say, but about what we do to make it happen. When a promise is realized through action, that's where the manifestation of our love for the family becomes real. However, life does not always go according to plan. Therefore, preparing protection is one way to take care of the things that matter most.

This new campaign is available in eight markets in Asia, namely Indonesia, Singapore, Malaysia, the Philippines, Vietnam, Thailand, Hong Kong, and Taiwan. In Indonesia, Prudential Indonesia and Prudential Syariah show that every policy has more meaning than just a protection product. Behind it there is a very personal promise to protect yourself, take care of your family, and prepare the future of the people who matter most.

Embarking on an authentic story close to everyday life, "Janji, jadi nyata" is available through Prudential Indonesia and Prudential Syariah's website and social media, as well as various events held in a number of cities in Indonesia.

The story of "Promise, it becomes real" tells the story of a child who later understands that the things his mother does are forms of love and an effort to prepare for his future. When he grows up, he also understands that his mother gave the best for him and he also wants to do the same for his mother in his old age - showing that promises often start from simple things and are realized through real actions.

Karin Zulkarnaen, Chief Customer & Marketing Officer of Prudential Indonesia, said that this campaign reflects Prudential's commitment to continue to be present and provide relevant protection for current and future Customers.

"Through the 'Promise, it becomes real' campaign, we want to show that behind every decision to have protection, there is a promise to yourself and the people you love. For Prudential, this promise is realized by continuing to understand the needs of Customers, presenting relevant protection solutions, and providing services and experiences that can provide a sense of security and confidence when needed. Because in the end, what we protect is not only health and finances, but also plans and futures that we want to realize together with the family," said Karin, quoted Saturday, August 15.

Vivin Arbianti Gautama, Chief Customer & Marketing Officer of Prudential Syariah, added that for Prudential Syariah, protection is also a form of concern and trust to take care of each other, as well as a form of mutual help (ta'awun) between fellow Participants.

"For Prudential Syariah, protection is not only about facing risks, but also about trying to protect ourselves and the people we love. Behind every decision to have protection, there is a trust to protect the family and prepare for the future. More than that, in the principle of sharia, each Participant always has the spirit and commitment to help each other (ta'awun), because the contribution given through the tabarru' fund is also a form of mutual cooperation to help other Participants who are in need. Through 'Promise, it becomes real', we want to show that this commitment is realized through concrete actions, including by providing protection and benefits when needed," said Vivin.

Judith's Story, a Cancer Survivor who Feels the Promise, "So Real"

Through the "Promise, be real" campaign, Prudential believes that health is the foundation for realizing various plans and promises in life. Therefore, having protection from an early age is an important step so that we can continue to take care of ourselves, accompany our families, and live a more peaceful life.

One of the stories of "Promise, so it's real" comes from Judith T., 44 years old, a Prudential Indonesia customer from Jakarta. Judith used to have a Prudential policy, but had stopped it. Over time, he increasingly understood that health conditions cannot always be predicted. This awareness encouraged him to return to being a Prudential Indonesia customer at the beginning of 2024.

Despite experiencing several adjustments to premiums, Judith chose to maintain her protection because she believed that health protection was an important part of future planning. When diagnosed with cancer at the end of 2025, the protection he had became increasingly meaningful in undergoing the treatment process.

"We never know what will happen with our health. When I finally needed this protection, I really felt the benefits and felt very helpful. The experience made me more convinced that the decision to maintain protection was the right decision. For me, preparing for protection from the beginning is not just about facing the worst possible scenario, but I want to keep having peace of mind to live my life, accompany my family," he explained.

Judith's experience shows that protection is part of the preparation for facing risks and various uncertainties in life. For Prudential, this commitment is realized through various protection and health solutions, innovations, claims services, and relevant experiences at every stage of life. Marketing personnel also play an important role in accompanying more closely and personally according to the needs of Customers and Participants.

For Prudential, fulfilling promises means being present when needed. Throughout 2025, Prudential Indonesia has paid a total of Rp16 trillion in claims and benefits to 332,122 beneficiaries, while Prudential Syariah has channeled Rp2.2 trillion in claims to 68,922 beneficiaries. This commitment continues in the first quarter of 2026, with Prudential Indonesia paying claims and benefits of Rp4.4 trillion to 161,194 beneficiaries, and Prudential Syariah channeling Rp529 billion to more than 21 thousand beneficiaries, confirming the joint commitment to accompany Customers and Participants when facing various life risks.

The commitment to fulfill promises is not only seen from the benefits paid to Customers and Participants, but also from the trust that continues to be given by Indonesian families. Based on an independent survey, Prudential Syariah ranks No.1 in Brand Preference and Participant recommendations (relationship Net Promoter Score/rNPS) in the Indonesian syariah life insurance industry. This achievement reflects that Prudential Syariah is the choice and recommended by families who have felt the benefits of the protection provided.

Prudential continues to be committed to being a trusted partner and protector, helping customers and participants realize their future plans, protect their families, and make promises come true for loved ones.