SYARIAH BANKING WHICH EMPOWERS

Bank BTPN

A dual brand strategy that targets the women in rural communities, as well as the middle classes in the city.

  • SCOPE
  • STRATEGY
  • DESIGN
  • INDUSTRY
  • CONSUMER
  • FINANCIAL SERVICES

CHALLENGE

Our client needed a “two-faced” brand:
One, which is based on the Grameen model of microfinancing and community development for women in poor rural communities.
The second, serving the urban middle class who wanted a Sharia bank model for their financial needs.

SOLUTION

Two formats were developed for the Syariah banking business, both of which were linked by the Daya enablement brand which Activiste had created for theBTPN group.

For the women in rural communities, Daya programmes taught them money management, entrepreneurship skills as part of the group lending model.

For the urban middle class, Daya gave them a reason to bank with BTPN Syariah by giving them an opportunity to volunteer in enablement programmes, as well as to see the impact of their custom with the bank.

IMPACT

BTPN Syariah has been officially operating as an Islamic commercial bank since July 14, 2014. While Islamic financing business in Indonesia remains low and lags behind neighbouring Malaysia, this looks set to change with BTPN Syariah’s push into this important segment.

"The majority of banks would consider these women unbankable because they have no guaranteed income and no collateral. BTPN sees things differently. Their faces are their collateral."

 

Ratih Rachmawaty, BTPN Syariah