FWD Insurance's new campaign aims to change the way Malaysians feel about insurance

| 09 Nov 2023

FWD Insurance has launched a new campaign with a new spin on traditional industry norms, highlighting the fact that insurance can be simple and can encourage and help empower Malaysians to celebrate living.

Titled “Celebrate Easy. Celebrate Living”, the campaign includes videos showcasing moments in daily life and reiterates the tagline, “Celebrate Living”. 

It will be activated across multiple media platforms in Malaysia, such as digital billboards, social media, and radio till 31 December 2023.

With its latest brand campaign, FWD Insurance aims to put a new spin on the traditional industry by offering innovative propositions and products that are easy-to-understand and that are supported by digital technology, it said.  

The campaign comes alongside its recent launch of two new products, FWD WealthLink and FWD WealthLink Pro, as part of its commitment to meet customer needs at every stage of life. 

“We are committed to making the insurance journey simpler, faster, and smoother for our customers,” said Mr Aman Chowla, chief executive officer of FWD Insurance. He added that FWD Insurance aims to communicate to customers that insurance can be easy while providing them with the protection they need to live their lives the way they want.

In February this year, the FWD Group entered the Malaysian life insurance market following an agreement to invest a majority stake in Gibraltar BSN Life. Prior to that, it entered the Malaysian market in March 2019 as a provider of family products, including term life, critical illness, cancer, hospital cash benefit, and medical protection, according to a statement at the time. 

On a regional front, the FWD Group marked its 10th anniversary in August 2023, with charitable initiatives across 10 markets in Asia, including Hong Kong, Macau, Thailand, Japan, Cambodia, Indonesia, Malaysia, the Philippines, Vietnam, and Singapore. 

Called its “10 grants in 10 markets” initiative, it provided grants and supported charitable programmes with a focus on financial inclusion. This initiative formed part of environmental, social, and governance (ESG) strategy, reported Marketing Interactive.