Income Reminds Singaporeans What ‘Real Care’ Is




BBH Singapore

Abundant Productions

Singaporean insurer Income has launched a new campaign via BBH Singapore to remind people of what “real care” means.

“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,” said the brand in a release.

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.


“This campaign made us question ourselves, of how we’re all guilty of tapping, typing and hitting send to show care for one another,” said Khairul Mondzi, Executive Creative Director at BBH Singapore.

“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.”


Dhiren Amin, Chief Marketing Officer at Income, added, “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.”


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

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