Marketing Southeast Asia

The joke is on uninsured EV batteries in Income Insurance’s latest campaign

by Aliza Carmona

-

January 9, 2025

Our What’s NEXT in Marketing 2026 Conference Series returns to the Philippines, Singapore, Hong Kong, Indonesia, Malaysia—and for the first time in Thailand! Brace yourself for bold ideas driving the next marketing wave. Click here to learn more!

Singapore – Income Insurance has launched a new campaign for its new car insurance tailored for electric vehicle (EV) drivers, injecting humour as it highlights its edge against regular car insurance.

The campaign for ‘eDrivo Car Insurance’ aims to bridge the gap between the increase of EV adoption and the kind of insurance they are getting. This is due to some EV owners’ continued reliance on regular car insurance, not knowing that its coverage does not meet the specific needs of EV drivers.

Collaborating with creative agency BBH Singapore, Income Insurance tapped Singaporean comedians Eugene Soh and Fadzri Rashid to share their humorous take on getting unsuitable car insurance.

The campaign video shows the comedians, only one of them eDrivo-insured, discussing why EV insurance is better than regular ones as they charge their vehicles in a field far from the city.

The video highlights how only the tailored insurance covers EV batteries, even when the charge runs out in the middle of the road. eDrivo Car Insurance also allows unlimited battery replacements for accidental damages.

With plans to go beyond the film, Income Insurance also bared its plans for an activation, leveraging the comedians’ ability to perform live.

As part of the campaign, Soh and Rashid are set to be featured in a ‘drive-in stand-up’ show in April 2025, which the audiences can watch inside their cars.

The campaign on social media will also bring the two comedians together to answer EV-related questions through a video Q&A.

Khairul Mondzi, executive creative director at BBH Singapore, said, “We leaned on comedians to bring some wit to the world of insurance, and worked with a top comedy director, Karthik Kumar, to make sure every punchline landed just right.”

Dhiren Amin, chief customer officer at Income Insurance, commented, “Insurance campaigns don’t always have to be serious. We took on a refreshing approach centred around comedy, with punch lines and “mic drop” moments that are refreshing to cut above the noise – to deliver a reality check to EV owners with regular car insurance and show them why eDrivo is the better choice.”