Canva has made a big move in Indonesia by launching the ‘Gampang di Canva’ campaign targeting micro, small, and medium enterprises (MSMEs). This initiative highlights how quality visual design can be key for MSMEs to increase visibility, expand markets, and strengthen brand identity amidst increasingly fierce competition.
Indonesia has more than 60 million MSMEs that form the backbone of the economy. They absorb a large portion of the national workforce and play an important role in maintaining economic turnover at the local level. However, many MSME players still rely on traditional marketing methods and under-invest in brand design or identity, either due to budget constraints or lack of access to creative resources.
Through ‘Easy on Canva’, the design technology company wants to prove that creating visual materials is no longer a complicated or expensive process. By utilising artificial intelligence-based features, local templates, and a simple interface, MSME players can produce promotional materials that are comparable in quality to big brands, without losing the distinctive character of their business.
Humorous ads
The campaign’s main story is told in an advertisement set in a family batik shop that is empty of customers. With a touch of humor, the ad shows how the right design can change the fortunes of a business. The ‘grandma’ figure in the story introduces various Canva features, from localised social media templates, practical photo editing tools, to the AI-based Magic Studio, which then revives the spirit of the business and attracts new customers.
Ruoshan Tao, Canva’s Head of Marketing for Southeast Asia and Latin America, emphasized that simple yet effective designs can be a differentiator in a crowded market. “When things are made simple, big changes happen. This encourages growth, creativity and confidence,” he said.
The launch of ‘Gampang di Canva’ was conducted through a multi-channel strategy: television, digital platforms such as YouTube, Instagram, and TikTok, as well as outdoor campaigns on the MRT line and strategic bus stops in Jakarta. Canva also engaged local creators, conducted regional content collaborations, and held community-level activities to reach MSME players directly.
Indonesia is among Canva’s largest markets
Indonesia’s position as Canva’s third largest market globally is a strong reason behind this move. Today, Canva’s creative ecosystem in Indonesia includes more than 84,000 educators, 270 local creators producing thousands of templates every month, and a network of 65 Canva Ambassadors across 32 provinces. The company has also partnered with the Ministry of Tourism and Creative Economy to provide accessible and culturally relevant design training, helping businesses build brands with confidence.
For MSME players, campaigns like this are not just product promotions, but signals that marketing trends in Indonesia are increasingly moving towards visual-first. With consumers increasingly exposed to social media and e-commerce, the quality of visuals and consistency of branding is a determining factor for trust and purchase interest. Tech players like Canva are filling a gap that was previously difficult for MSMEs to reach, giving access to tools that were once only available to businesses with big budgets.
If this trend continues, the adoption of digital design tools among MSMEs could be a catalyst for increased competitiveness, not only in the domestic market, but also in the export market. The challenge is that the success of such initiatives remains dependent on the ability of businesses to utilize technology consistently in their marketing strategies.
Credits
Client: Canva Indonesia
Agency: Ogilvy Indonesia
Agency Creative Team: Patrick Knowlton, Sigit Maryuwanto, Chelsea Chinita, Muslim Soegihharta
Production House: Think Tank Nusantara
Executive Producer: Intan Sham
Film Director: Kiran Koshy
Producer: Even Gilinda
Line producer: Beby Alfisti
Production team: Anifa Hanafi & Icha
DOP: Sven Lippold
1st Assistant Director: Sunu Mike
Art Director: Reza Muhammad
Wardrobe Stylist: Ivanka Wu
Location: Riswanto and team
Make up: Cika rianda
Talent: Erry Buna
Offline Editor: Rully Andriyanto
Grading: Charles G
Online: Hogarth
VO audio: Space Bar
VO producer: Nia
Music: Tank Music
Audio Producer: Rodney
(Except for the headline, this story has not been edited by PostX News and is published from a syndicated feed.)
