AIA Public's new ad sheds light on life's blessings

AIA Public Takaful (AIA Public) has released a television commercial which made its debut this week on TV3, TV9, Youtube and Tonton. The new commercial forms part of an integrated campaign AIA Public has launched to strengthen its brand and build affinity with its new and existing customers.

AIA Public, which is jointly owned by AIA, Public Bank Berhad and Public Islamic Bank Berhad, saw its operations integrated under a single licence and brand in March 2014.

The new spot, titled "Cubaan dan Rezeki Tiada Hentinya", is an extension of AIA’s The Real Life Company brand positioning and focuses on the challenges (cubaan) and the blessings (rezeki) individuals face in life.

The commercial, developed by Leo Burnett, tells the story of a married couple’s struggle to start a family after the wife suffers a miscarriage and is told that she will likely never be able to conceive.

Years later, the couple is blessed with twins – a twist of fate which is attributed to their patience and acceptance of the challenge they had faced earlier.


The new TV commercial will also be featured on digital screens and billboards in selected locations nationwide.

Elmie Aman Najas, chief executive officer of AIA Public said: “There are steps that we can take to prepare for some of life’s uncertainties. This is where AIA Public can play a role and be a real life partner to our customers who are looking to secure their financial and protection needs.”

Leo Burnett’s creative group head Zaidee Zainal said, “The commercial was developed based on the understanding that Muslims are encouraged to endure difficulties with patience and to persevere in times of adversity, secure in the belief that they will ultimately be rewarded."

In conjunction with the campaign, AIA Public is inviting Malaysians to share their stories of challenges and blessings they have encountered in life on AIA Malaysia’s Facebook page