Prudential Syariah’s Spin Off Success

Shaping the Future of Prudential Sharia with a Three-Stage Communication Plan

In 2022, Prudential Syariah marked a significant milestone as it became the first international-scale Sharia life insurance entity in Indonesia. This achievement not only reflected Prudential Syariah’s visionary approach, but was also the outcome of strategic communication orchestrated by Brightminds.

Brightminds meticulously planned the communication process in three stages. The three-stage communication plan involved the development of compelling communication materials, organizing impactful workshops, and crafting influential articles, setting the stage for a successful launch.

The grand launch event, held at Westin Jakarta on 5 April 2022, gained substantial media participation, with 22 journalists attending in person and 33 virtually. Brightminds also ensured and facilitated a virtual presence of Vice President Ma’ruf Amin, heightening the event’s national importance. Subsequently, a media visit and a chief editors gathering enhanced Prudential Syariah’s visibility and credibility.

The launch of Prudential Syariah generated 147 news articles across 116 media publications in just two days, firmly establishing its position in the market. Additionally, through Brightminds’ efforts, a thought leadership article was strategically placed, further confirming Prudential Syariah’s leadership in Indonesia’s Sharia life insurance landscape.