Saham Rakyat

Durian Runtuh

Agency: LUP

“more trading, more fortune”, inspired by the Indonesian saying that translates to “more children, more fortune”

“After trading comes coffee”. A positive spin on the proverb that translates to “bad luck comes in threes”


Saham Rakyat is a one-stop trading platform aimed at Indonesian laymen. With the app, not only can you invest and trade, but you can also learn all about trading and get insights and information on how to best invest your money.

The app launched last year with the #LetsTalkStocks campaign, which was based on a deep understanding of its target audience and used alien characters to illustrate the basic problem faced by those looking to start trading for the first time: that the "language of trading" is incomprehensible to the average person. After the successful thematic campaign, Saham Rakyat has now launched a tactical campaign in collaboration with Ultra Voucher. To give the users a little surprise during the holiday season, every trading transaction within the app earns points that can be exchanged for a variety of shopping vouchers from Ultra Voucher.

To communicate this, Saham Rakyat created the “Durian Runtuh” or “Struck by Fortune” campaign, inspired by a popular Indonesian proverb: "Bagai mendapat durian runtuh" (translated: like a stroke of fortune, metaphorized by a durian falling right on you). The campaign features many popular Indonesian proverbs and effectively conveys its simple message by speaking in the language of the target audience, echoing their beliefs and superstitions.

Given the tendency for Indonesian advertising to turn to English in its communications in order to appear more international, this Saham Rakyat campaign, which incorporates local culture and stays true to its Indonesian roots, is a breath of fresh air. As a popular saying goes, "When in Indonesia, do as the Indonesians do."

This professional campaign titled 'Durian Runtuh' was published in Indonesia in December, 2022. It was created for the brand: Saham Rakyat, by ad agency: LUP. This OOH Outdoor and Print media campaign is related to the Finance industry and contains 4 media assets. It was submitted over 1 year ago by Founder: Albert Chan of LUP.


Advertising Agency: Lup, Jakarta, Indonesia
Executive Creative Director: Albert Chan
Account Director: Ahmad Syakbani
Copywriter: Skolastika Rosari Rustian, Refo Angkasa, Rizqi Prasya
Art Director: Amalia Azra Maharani, Michellene Huang
Account Executive: Rivka Rompis
Production Studio: Wave Studio
Photographer: Norman Fideli
Producer: Dita Anissa, Marsha Diana Putri

Target Misr EXPO
Kshetry Foundation


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