Kuala Lumpur, Malaysia – In collaboration with agency TBWA\Malaysia, insurance company Tune Protect has launched its new campaign capturing the excitement of the Raya season while reminding travellers of the importance of being protected by motor insurance.
The ad featured Tune Protect’s Mascot, a pally, affectionate thumb named T.P. which served as a symbol of ease to access the digital ‘Motor Easy’ Insurance package.
Throughout this execution, T.P. adds his own local twist to the traditional greeting of Selamat Hari Raya to express Selamat Cover Raya – a nod to the Tudung Saji, a practical, yet central item used to cover and protect food in every Malay household.
“As digital insurance becomes increasingly popular amongst the zillenials, Tune Protect’s Raya campaign affectionately captures the excitement and cheerful buzz in anticipation of family and friends coming together, positioning the brand as a favourite amongst this generation,” said Hui Tsin Yee, chief executive officer of TBWA\Malaysia.
Fazlee Sabbaruddin, deputy executive creative director of TBWA\Malaysia, also commented, “An essential connector for all Malaysians, especially throughout the Hari Raya festival is food, during large extended gatherings, food is always covered and protected by an everyday household item, the tudung saji.”
Sabbaruddin added, “In the context of the campaign by playfully swapping words, T.P.’s intent is to reinforce the importance of insurance cover to protect everyone as they make their journey this Hari Raya. Leveraging this emotion, while balancing the significance of being protected by insurance, our messaging broke the conventional standard insurance message with local allegory and vibrant quirky visuals.”
Rohit Nambiar, group chief executive officer of Tune Protect also said that the month-long campaign is part of the company’s ongoing efforts to educate and create awareness on the importance of road safety, and having the right insurance protection in the journeys back to their loved ones.
“Sending that message in a fun and quirky way through the campaign ties back to what we stand for as a brand and in tune with the joyous Hari Raya celebration,” Nambiar concluded.
