By Taruka Srivastava, Freelance journalist

September 7, 2022 | 3 min read

Singaporean insurer Income is taking a stand against virtual care and spotlighting how real care is tangible.

The new campaign, crafted by BBH Singapore, reminds people of what real care looks like. The 60-second TV spot begins with a voiceover artist narrating how care in today’s world has been reduced to virtual ‘likes,’ ‘hugs’ and ‘hearts’ on social media posts.

However, the voiceover says that real tangible care includes providing urgent accident assistance like how Income provides it with Orange Force: providing cancer coverage to seniors up to 84 years of age; supplying over 50,000 support schemes to low-income families during Covid-19; and pledging $100m to support those in need.

Singaporean insurer Income takes a stand against virtual care in latest campaign

The campaign runs across out-of-home (OOH) at major touchpoints, including Starhub EPL and Golden Village. A long-copy advertisement has also been featured in The Straits Times and Lianhe Zaobao.

Dhiren Amin, chief marketing officer at Income, said: “Income’s DNA is about being there for people, through good times and bad. It’s always been about caring for Singaporeans, with real actions that deliver the financial protection they need. To further strengthen this trust put in us, we felt it was an appropriate time to speak about Income’s acts of real care.”

Khairul Mondzi, executive creative director at BBH Singapore, added: “This campaign made us question ourselves, of how we’re all guilty of tapping, typing and hitting send to show care for one another. But the truth is, showing care is not just sending emojis and texts. It’s being there for someone in need of support for real. And we believe Income as a brand truly cares for the Singapore community, through acts of real care that go beyond the digital world.”


Agency: BBH Singapore

Managing director: Sid Tuli

Chief creative officer: Sascha Kuntze

Executive creative directors: Janson Choo and Khairul Mondzi

Art director: Shu Min Leow

Copywriter: Pamela Ho

Business director: Lynette Chua

Account directors: Shu Li Tan and Priscilla Lim

Senior account executive: Sabrina Ang

Strategy director: Amanda Lim

Strategist: Cheryl Koh

Agency producer: Shawn Chew

Film production company: Abundant Productions

Film director: Marjorie Teo

Client: Income

Chief marketing officer: Dhiren Amin

Head, events, brand and segment marketing: Stella Tan

Manager, segment marketing: Elaine Heng

Assistant manager: Sarah Chen

Assistant manager: Jean-Claire Rozario

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