Prudential launches 90th anniversary campaign

Prudential Assurance Malaysia Berhad (PAMB) has launched a marketing campaign to celebrate its 90th anniversary by giving Malaysians the opportunity to say thank you to their loved ones.

Fiona Liao, chief marketing officer of PAMB said: “Our customers, staff and agents have played an integral role in our success. Hence in our 90th year we not only want to thank them for their continued trust and support in us but also enable them to do the same with their family and friends.”

Brand engagement activities were rolled out in February 2014 through outdoor billboards nationwide. The campaign tagline “We hear you. We’re here for you.” reinforces the insurer’s brand promise Always Listening, Always Understanding.

The marketing campaign features the real life story of a PAMB customer, Vijaya and her insurance agent, Jessie. In the video, Vijaya relates how Jessie was by her side during the lowest point in her life when she suffered a near fatal accident.

Liao explained: “Vijaya and Jessie’s story is one out of many stories we have at Prudential. Their relationship extends beyond an agent-customer one. Jessie went beyond her duty as an agent. She was Vijaya’s friend and confidante and ensured she received the best medical care that was available. This is what making a difference is all about and that’s why we wanted to share their story with the public.”

Vijaya’s story is currently being aired on popular English, Chinese and Malay channels on (Astro) TV as well as digital and social media. It can also be viewed on

Also, on Prudential's site, locals can express their gratitude to their loved ones with Thank You messages on the wall.