Campaign SpotlightPress Release

Income Insurance introduces Complete Cancer Care and Complete Critical Protect Plans through BBH Singapore

SINGAPORE — Income Insurance has launched its latest campaign, “Protection Made Yours | Critical Illness Plans,” created in collaboration with creative agency BBH Singapore to promote its new plans, Complete Cancer Care (CCC) and Complete Critical Protect (CCP).

Designed to offer end-to-end support in the event of critical illness, the campaign highlights that a diagnosis isn’t the end. “Protection Made Yours |Critical Illness Plans” showcases the resilience of 60-year-old father and personal trainer Arun Rosiah, who achieved his dream of becoming a model after battling cancer. Capturing Aruns’s tenacity, the film shows his scars not as reminders of his struggle but as symbols of strength.

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


Income Insurance’s CCC plan offers complete protection, from diagnosis through to remission, to support customers every step of the way. The CCP plan extends protection against serious illnesses, from diagnosis through to recovery. For comprehensive care, Income provides a lump sum payout for treatments, ensures ongoing protection throughout recovery, and guarantees the option to buy another life insurance plan, ensuring peace of mind for the journey ahead.

Khairul Mondzi, Executive Creative Director at BBH Singapore, commented, “The idea of seeking resolution for one’s story or aspirations holds profound resonance, particularly within the realm of critical illness. Illustrated through Arun’s journey, the completion of his story offers hope for individuals to chase the next chapter in their quest for fulfillment.”

Dhiren Amin from Income Insurance added: “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 of being a model and, in fact, is pushing harder than ever. 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.”

To further carry this message, Income is creating a digital lookbook for Arun to boost his visibility in the fashion world.


Client: Income Insurance

Agency: BBH Singapore

Production Company: AmanaCliq & Reel Loco Productions

Partner with adobo Magazine

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