Samaggi Insurance has been in Thailand for 60 years, but had not previously undertaken marketing or advertising activities. Its awareness levels accordingly have suffered compared to its competitors.
"By taking its parent company's name, SCSI is communicating its relationship with the third largest bank in the country," said Anjmani Kavalee, CEO, BatesAsia Thailand. "With the bank celebrating its 100th anniversary next year, it was the right time for the company to link itself with an entity that is well respected in Thailand."
The 45-second TVC opens with a boardroom scene, where a boss is outlining the job losses that loom for staff due to an unforeseen disaster, and then cuts to a scenario where the company is insured by SCSI.
"We want to convey that with Siam Commercial Insurance, people stand united instead of shifting blame when a problem arises,"said Anjmani. "The main objective is to familiarise people with the new name."
