Latest BBH Singapore campaign for Income celebrates ‘Real Care’

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Latest BBH Singapore campaign for Income celebrates ‘Real Care’

Singaporean insurer, Income has launched a new campaign created by BBH Singapore to remind people of what real care looks like.


In a world where expressions of care have been reduced to virtual ‘likes’, ‘hugs’ and ‘hearts’, the campaign takes a stance against just ‘virtual care’, while highlighting the real tangible care and thoughtful support Income provides to its customers and the wider Singapore community. This includes providing urgent accident assistance 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 $100 million to support those in need.

While the campaign covers all major touchpoints, including Starhub EPL, Golden Village, outdoor, it also has a long-copy manifesto to headline the campaign, which was released in The Straits Times and Lianhe Zaobao on 3 September.

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, said: “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 & Khairul Mondzi
Art Director: Shu Min Leow
Copywriter: Pamela Ho
Business Director: Lynette Chua
Account Directors: Shu Li Tan & 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 & Segment Marketing: Stella Tan
Manager, Segment Marketing: Elaine Heng
Asst. Manager: Sarah Chen
Asst. Manager: Jean-Claire Rozario