Max the Stress Ball unleashes rage against Income Insurance in new campaign with BBH Singapore

Singapore – Income Insurance has unveiled a raging Max the Stress Ball, unleashing his fury for the insurance company in a new campaign. The campaign, made in partnership with BBH Singapore, shows the human stress ball enraged by Income Insurance’s Savings products.

With Income Insurance’s Gro Cash Plus and Gro Cash Sure ensuring less financial stress for customers, Max the Stress Ball finds himself not needed.

Aiming to capture the attention of middle-aged Singaporeans, the campaign shows how people can grow their wealth without risking their savings. It aims to show how Income Insurance’s savings products help alleviate financial anxiety.

The campaign film is set to run on television and digital channels. Meanwhile, Max is also sharing his story on social platforms.

Max the Stress Ball was initially introduced in 2023 for Gro Cash Sure’s debut campaign.

Dhiren Amin, chief customer officer at Income Insurance, said, “Max the Stress Ball struck a chord when BBH Singapore first introduced him: a stress ball who is no longer needed because his owner faces less financial stress. We’re thrilled to bring him back to remind people that when you are financially secured, peace of mind isn’t just possible, it’s expected.”

Nico Tangara, associate creative director at BBH Singapore, commented, “We were shocked and saddened to see the totally 100% real footage of Max the Stress Ball rampaging through his workplace. But this is the harsh reality of Income Insurance’s capital guarantee – Gro Cash Plus and Gro Cash Sure are putting stress balls everywhere out of work.”