Jakarta. State-owned pawnbroker Pegadaian recently secured an award for the 2026 Indonesian Branding Campaign of the Year.

The company took home two awards at the event, part of the Indonesia WOW Brand Series by MarkPlus, last week.

Pegadaian became the gold winner in the investment app category. It also secured a bronze in the digital marketing category.

These two awards recognized Pegadaian's Tring! app and the company's effective digital communication strategy. 

According to Pegadaian marketing director Selfie Dewiyanti, the Tring! The app has become the primary choice for customers to manage their gold assets, both practically and securely. This demonstrates Pegadaian's success in transforming its communication methods from conventional to more dynamic and relevant to today's digital generation.

"This award from MarkPlus is not just a source of pride for us, but also a great responsibility. This achievement is clear evidence that our customer-focused strategy is on the right track. We are grateful for the trust of the Indonesian people, continue to inspire us to serve wholeheartedly, as well as to provide services that are inclusive, easily accessible, and provide sustainable added value," Selfie said.

This success at the Indonesia WOW Brand 2026 event further motivates Pegadaian to continue strengthening its digital ecosystem.

Pegadaian senior vice president for marketing Yudi Sadono also attended as a panelist at the WOW Brand 2026 Seminar, themed "Branding in the Age of AI."

In a session titled "AI Drives Scale, Trust Stays Gold", Yudi said artificial intelligence (AI) played a key role in massively expanding business scale and service reach, while customer trust remains a fundamental priority. However, human touch must remain at the heart of every customer interaction.

"AI-based efficiency is a means to improve service quality, but we cannot eliminate the human touch when dealing with customers. Ultimately, strong communication, conveying empathy and sincerity, is what will win customers' hearts. For Pegadaian, this human touch is the key differentiator in building sustainable loyalty in this era of transformation," Yudi said.

Through the integration of robust physical services and robust digital applications, Pegadaian is optimistic that it can continue to boost financial literacy and inclusion.

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