Income Insurance spotlights 60-year-old cancer survivor in moving ad

Income Insurance has launched a new campaign to promote the company's new 'complete cancer care' (CCC) and 'complete critical protect' (CCP) plans by showcasing the resilience of a 60-year-old father and personal trainer Arun Rosiah, who achieved his dream of becoming a model after battling cancer. 

The campaign, titled "Protection made yours" captures Rosiah's tenacity as he lifts weights in a darkened room. Behind him, is a projected photo of his younger self. The film shows his scars not as reminders of his struggle, but as symbols of strength.

Don't miss: Income Insurance partners rock band The Calling for heartwarming insurance ad 

Rosiah’s story serves as a poignant reminder that life’s aspirations needn’t be halted by illness, said the release. With complete protection, individuals can continue to write their stories and complete them despite the setback of critical illness, it added. 

Additionally, Income is creating a digital lookbook for Rosiah. The lookbook aims to boost his visibility in the fashion world. 

"Protection made yours" was made in collaboration with BBH Singapore. It will air on the Income website and YouTube. 

“At the heart of this campaign lies the simplest, most revelatory truth about living - we just want a well-lived life knowing we’ve done justice to our dreams. Arun Rosiah has never lost sight of his dream to be a model, and in fact, is pushing harder than ever," said Dhiren Amin, chief customer officer at Income Insurance. 

"Having him front our campaign for critical illness plans, truly exemplifies how complete protection can go a long way in helping us safeguard what matters most," said Amin. 

“The idea of seeking resolution for one’s story or aspirations holds profound resonance, particularly within the realm of critical illness," added Khairul Mondzi, executive creative director at BBH Singapore.

"Illustrated through Rosiah’s journey, his completion of his story offers hope for individuals to chase the next chapter in their quest for fulfilment.”

Last year, Income Insurance collaborated with American rock band The Calling to release an original song and music video for its new protection campaign. 

Titled Fallin Apart, the single was created with agency BBH Singapore and aims to encourage conversations around the underinvestment in health and critical illness coverage in Singapore.

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