Thailand: Krungthai-AXA Life launches 'LifeReady' campaign

| 18 Jun 2024

Krungthai-AXA Life Insurance has unveiled its latest advertising campaign titled "Enjoy Life, worry free" for the LifeReady insurance plan.

This plan offers life coverage until the age of 99 and includes a range of premium payment options, enabling individuals to prepare for a secure future. The company also introduces two new presenters, Khun Yaya Urassaya Sperbund and Khun Tor Thanapob Leeratanakajorn, who embody the values of the new generation, emphasising the importance of effective life planning and embracing a fulfilling lifestyle.

Khun Bubphawadee Owararinth, Chief People and Brand & Communications Officer of Krungthai-AXA Life Insurance, stated, "Given the volatile domestic and global economic situation, which impacts interest rates, savings, investments, and spending, there is a growing trend among Thais to prioritise financial planning. Krungthai-AXA Life believes that laying a strong foundation through effective planning is crucial for ensuring future financial stability.”

Among the various financial planning methods, whole life insurance has emerged as a popular choice, as evidenced by a 5.12% growth in whole life insurance products in 2023 (according to the Thai Life Assurance Association). Coupled with the company's 'Customer First' policy, Krungthai-AXA Life has developed the 'LifeReady' insurance plan, tailored to meet the needs of working adults, families with children, and individuals seeking long-term coverage. The key features of this plan include: 

  • Lifetime coverage until age 99
  • Flexible premium payment options: 6 years, 12 years, 18 years, or until age 99
  • Tax-deductible premiums

Recently, the company launched the "LifeReady: Enjoy Life, worry free" commercial, featuring Khun Yaya Urassaya Sperbund and Khun Tor Thanapob Leeratanakajorn as the new presenters. The two individuals represent the values of the new generation, emphasising the importance of effective life planning and a fulfilling lifestyle.

The commercial narrates the story of two characters who strive to plan their lives in distinct ways. With the LifeReady whole life insurance plan, which offers long-term coverage and flexible premium payment options, they can embrace a worry-free lifestyle. No matter what life throws their way, they can feel confident with the assurance for their loved ones.

Additionally, the commercial highlights Krungthai-AXA's purpose of ‘acting for human progress by protecting what matters’.

This advertising targets audiences aged 25-45 and will be broadcast through various media channels such as television, cinema advertisements, out-of-home media nationwide, radio, print media, and online media, starting from 13 June onwards, reported Bangkok Post.