In the "Pinyaman" campaign by Tunaiku from Amar Bank, we set out to transform the narrative surrounding the notorious Pinjol category, which is often marred by concerns over data misuse and cumbersome application processes. Pinjaman Online, or Pinjol, has long been associated with a lack of privacy, distrust, and uncomfortable experiences. But at Tunaiku, we saw an opportunity to challenge these perceptions and offer a bold reimagination of what a loan service could—and should—be.

Introducing "Pinyaman," a creative and empathetic approach to borrowing that prioritizes not just financial assistance, but emotional peace of mind. With the tagline "Pinjaman Aman dan Nyaman" (Safe and Comfortable Loan), we offer more than just funds; we offer a journey. One where borrowers can feel secure, assured, and valued throughout the process.

At the heart of our campaign is a unique creative device: the 'face blur.' This visual technique symbolizes our unwavering commitment to borrower confidentiality, safeguarding personal identities in an era where privacy concerns are paramount. It’s a clear departure from the anxiety-inducing experiences people have come to expect from the Pinjol industry. With Pinyaman, borrowers no longer have to fear their information falling into the wrong hands.

Instead, they are met with a private, secure, and more comfortable loan journey—one where their comfort and security come first.

This campaign isn't just about Tunaiku rebranding itself. It’s about redefining an industry, proving that financial services can be as safe as they are user-friendly, and offering people a loan experience that truly lives up to its name: "Pinyaman."

In this reimagination, we hope to inspire a shift in the way people perceive borrowing—one where trust, safety, and comfort become the new standard. Tunaiku is leading the charge in not just providing financial solutions, but also changing the way people feel about their financial future.