Jakarta. The Fifth Annual Islamic Enterpreunial Marketing Festival (IEMF) 2026 recently underlined the importance of "do good marketing".

It encouraged industry players to be more agile in their innovations, while remaining firmly grounded in the principle of doing good to strengthen Indonesia's position as the world's largest Islamic market. The forum brought together businesspeople, marketers, academics, and the Islamic marketing community. I

MCorp Group CEO Taufik highlighted the anomaly in the Indonesian market, where Ramadan actually peaks national consumption, driven by the spirit of sharing and pursuing rewards.

"Ramadan is not just a shopping season, but a momentum for brands to implement the i-Marketing paradigm to win in this world and prepare for the afterlife, or Winning in Life and Afterlife," said Taufik.

Tollroad operator Jasa Marga also underlined the need to have a good marketing approach that aligns with sustainability and creative shared values. The company's corporate communication and community development group head Lisye Octaviana said that Jasa Marga had developed the Travoy digital ecosystem, designed to provide real added value to the community and the environment along toll road operational corridors.

"We are transforming to create a different travel experience through Travoy Rest, where rest areas are now destination points that prioritize local identity and empower surrounding communities, not just stopovers," said Lisye.

"Through the Travoy app, we also provide users with access to over 3,500 real-time CCTV cameras and precise travel planning features to ensure a safer and more comfortable homecoming." 

Chief Customer Marketing Officer of Prudential Syariah Vivin Arbianti Gautama said that  the sharia industry currently foccused on bridging the knowledge gap and product ownership.

"Although public understanding has increased significantly, our major challenge is driving inclusion, which currently stands at 13%. We are optimistic that transparency in fund allocation and investment in the halal sector will further strengthen customer trust," Vivin said.

IEMF 2026 also featured in-depth discussions on building brand stories and creative marketing for Muslims.

From an Islamic perspective, a brand story is not simply a communication narrative, but rather a trust built on intention, values, and honesty. Optimizing halal technology and digital channels is also seen as key to strengthening Indonesia's position as the world's largest Islamic market, while purpose-driven innovation must transcend seasonal trends and deliver sustainability.

MCorp also presented two awards at the event.

First, the Marketeers Youth Choice Award 2026 – Ramadan Edition, an award event for sharia-compliant brands that have captured the hearts of the younger generation and become the choice of Gen Z. Through a survey of more than 700 Gen Z respondents at over 30 campuses across Indonesia, this award recognizes various industry categories, from sharia banking and Muslim fashion to Islamic education and services.

The Do Good Marketing Award 2026 recognizes brands that successfully present creative and innovative Ramadan campaigns that have a real impact on the company, customers, and society. Judging is based on creativity, innovation, reach, and values.

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