The most important feature of BBH Singapore’s new campaign for Income Insurance isn’t that it features an athletic 60-year-old man, rather than the stereotype. Except as a message to the industry…
…and that it stands out – in a positive way for people over 50, who do not have a happy relationship with advertising.
The campaign, Protection Made Yours | Critical Illness Plans, promotes the brand’s new plans, Complete Cancer Care (CCC) and Complete Critical Protect (CCP). The campaign highlights that a diagnosis isn’t the end, the brand offers end-to-end support in the event of critical illness.
To do that it features the resilience of 60-year-old father and personal trainer, Arun Rosiah, who achieved his dream of becoming a model after battling cancer. Capturing Rosiah’s tenacity, the film shows his scars not as reminders of his struggle, but as symbols of strength. His story encourages people that, with the right cover, life’s aspirations needn’t be halted by illness.
Khairul Mondzi, executive creative director at BBH Singapore, stated, “The idea of seeking resolution for one’s story or aspirations holds profound resonance, particularly within the realm of critical illness. Illustrated through Arun’s journey, his completion of his story offers hope for individuals to chase the next chapter in their quest for fulfillment.”
Dhiren Amin, chief customer officer at Income Insurance, added, “At the heart of this campaign lies the simplest, most revelatory truth about living – we just want a well-lived life knowing we’ve done justice to our dreams. Arun Rosiah has never lost sight of his dream to be a model, and in fact, is pushing harder than ever. Having him front our campaign for critical illness plans, truly exemplifies how complete protection can go a long way in helping us safeguard what matters most.”
To further carry this message, Income is creating a digital lookbook for Rosiah, to boost his visibility in the fashion world.
Credits
Client: Income Insurance
Agency: BBH Singapore
Production Company: AmanaCliq & Reel Loco Productions
