Income Insurance, in partnership with Leo Singapore, has launched a new Home Insurance campaign encouraging homeowners to rethink what it means to protect a home by highlighting the memories and moments that transform a house into something more meaningful.
While fire insurance typically covers structural damage to a property, it may not cover many of the belongings, renovations and personal possessions that make a house feel like home.
Survey findings show that while most homeowners (93%) recognize that fire insurance and home insurance are different, only 3 in 10 clearly understand the differences in coverage. This knowledge gap may result in some homeowners being less aware of differences in coverage between fire and home insurance policies. The survey was conducted by Milieu Insight in December 2025, with 200 homeowners across HDB, condominium and landed residential properties.
In raising awareness of the knowledge gap, Leo Singapore and Income Insurance developed the campaign ‘Home Is Where Memories Live. Protect Yours With Enhanced Home Insurance.’
At the heart of the campaign is a film that follows a young woman returning to her childhood home after spending some time away. As she walks through familiar rooms and interacts with treasured belongings, memories of her family begin to resurface. What starts as a quiet journey through a physical space becomes a reflection on the moments, people and experiences that transform a house into a home.
While the campaign encourages homeowners to think differently about what makes a home worth protecting, it also highlights the importance of having protection that extends beyond the physical structure of a property.
The campaign extends across digital channels by drawing a distinction between the objects found in a house and the memories attached to them: a sofa becomes movie nights, a dining table becomes family conversations, a bed becomes bedtime stories. Through these everyday moments, the campaign aims to remind homeowners that the true value of a home lies not in its physical contents alone, but in the memories they hold.
“A home is much more than just walls and structures, it is where our most cherished memories live – families grow, milestones are celebrated, and treasured keepsakes become part of our story,” said Dhiren Amin, Chief Customer Officer, Income Insurance.
“Yet when it comes to home protection, many homeowners focus on the property and overlook the belongings and personal possessions that give a home its meaning. Through this campaign, we hope to inspire Singaporeans to rethink what it truly means to protect a home—and how comprehensive home insurance can safeguard the things that matter most.”
“Most home insurance advertising focuses on things people own. We wanted to focus on what those things represent,” said Asheen Naidu, Group Executive Creative Director, Leo Singapore.
“A dining table is where families reconnect. A sofa is where memories are made. By shifting the conversation from possessions to the moments attached to them, we created a campaign that reminds homeowners what they are really protecting.”
The campaign is now on digital and social platforms, including YouTube, Facebook and Instagram, and will run in cinemas and on StarHub TV in Singapore.
Credits
Client: Income Insurance
Agency: Leo Singapore
Social Media Agency: Publicis Chemistry Malaysia
Media Agency: Dentsu Singapore
Production: The Sweetshop, Prodigious Singapore
