What's worth protecting? Income Insurance says it's more than four walls

Income Insurance has launched a new campaign for its Enhanced Home Insurance, using an emotional brand film to encourage homeowners to think beyond bricks and mortar and consider the memories that make a house feel like home.

Created in partnership with Leo Singapore, the campaign centres on a young woman returning to her childhood home after spending time away. As she moves through familiar rooms and reconnects with treasured belongings, memories of family moments begin to resurface, positioning the home as a place defined by lived experiences rather than physical possessions.

Titled "Home is where memories live. Protect yours with Enhanced Home Insurance," the campaign aims to highlight the difference between fire insurance and home insurance, while encouraging homeowners to better understand the protection available to them.

Don't miss: Income Insurance brings joy and protection to street ice cream vendors

According to survey findings cited by Income Insurance, while 93% of homeowners recognise that fire insurance and home insurance are different, only three in 10 say they clearly understand the differences in coverage. The insurer said this knowledge gap could leave some homeowners unaware of the protection offered by home insurance policies.

The campaign also extends across digital and social channels, reimagining everyday household items through the memories they represent. A sofa becomes movie nights, a dining table becomes family conversations, and a bed becomes bedtime stories, reinforcing the idea that a home's greatest value lies in the moments created within it.

Alongside the storytelling, the campaign spotlights Income Insurance's Enhanced Home Insurance offering, which provides financial protection to help restore homes following fires and other covered damage. The policy also includes up to SG$500,000 in third-party liability coverage for accidental damage caused to neighbouring properties.

The campaign is now running across YouTube, Facebook and Instagram, and will also appear in cinemas and on StarHub TV in Singapore.

Leo Singapore developed the creative campaign, while Publicis Chemistry Malaysia handled social media, Dentsu Singapore managed media duties, and production was led by The Sweetshop and Prodigious Singapore.

"A home is much more than just walls and structures, it is where our most cherished memories live - families grow, milestones are celebrated, and treasured keepsakes become part of our story. Yet when it comes to home protection, many homeowners focus on the property and overlook the belongings and personal possessions that give a home its meaning," said Dhiren Amin, chief customer officer, Income Insurance. 

He added, "Through this campaign, we hope to inspire Singaporeans to rethink what it truly means to protect a home—and how comprehensive home insurance can safeguard the things that matter most."

In tandem, Asheen Naidu, group executive creative director, Leo Singapore, said, "Most home insurance advertising focuses on things people own. We wanted to focus on what those things represent. A dining table is where families reconnect. A sofa is where memories are made. By shifting the conversation from possessions to the moments attached to them, we created a campaign that reminds homeowners what they are really protecting."

The latest campaign builds on Income Insurance's ongoing collaboration with Leo Singapore. Earlier this year, the insurer launched a campaign for its investment-linked plans (ILPs), starring six-time world record-holding flexibility artist Liberty Barros.

The initiative featured three films, digital banners, out-of-home placements and social media content, using Barros' contortionist performances as a visual metaphor for the flexibility of Income's ILP portfolio and its ability to adapt to customers' evolving financial needs. The campaign was also set to expand into a public activation in Singapore later this year.

Related articles: 
Income Insurance brings back drive-in dates with comedy show for EV owners   
Income Insurance ad features 'unproud parents' to push critical illness cover      
Income Insurance’s angsty stress ball returns in unhinged sequel campaign