Mitihoon – Bangkok Life Assurance PLC has introduced an enhanced vision rooted in the value of “Caring,” with a mission to serve all stakeholders through thoughtful and comprehensive support. By launching its new “Caring” brand campaign, the company emphasizes its belief in “The Power of Caring” as it strives to become the “Most Caring Insurance Brand” and achieve sustainable growth.
Mr. Chone Sophonpanich, President and Chief Executive Officer of Bangkok Life Assurance Public Limited Company, shared the company’s refreshed vision to lead with “Caring” as a defining strength. “Caring has been fundamental to our business approach and is a distinguishing feature of our brand,” he stated. Over the years, this commitment has shaped various offerings, including life and health insurance, our people, agents, financial advisors, and the BLA Every Care program, all comprising a comprehensive support suite. Customer research confirms that “Caring” is the top attribute customers associate with Bangkok Life Assurance.
“We believe in the power of caring to positively impact everyone in our ecosystem, and we aspire to transform Bangkok Life Assurance into the most caring insurance brand for all stakeholders, including customers, agents, financial advisors, business partners, employees, shareholders, society, and the environment,” Mr. Chone added.
Under this new vision, Bangkok Life Assurance is committed to delivering an exceptional customer experience rooted in care, providing security and peace of mind to policyholders. This vision will be realized through our trusted agents, advanced technology, and products and benefits designed to meet the diverse needs of all generations. For agents and financial advisors, the company offers skill-building opportunities and tools to operate effectively in a rapidly evolving market, fostering a culture of positivity and care that extends to every client interaction. Internally, Bangkok Life Assurance supports employee growth within a framework of equity, inclusion, and good governance, promoting career advancement in a positive environment.
“Our commitment to society is a key priority,” Mr. Chone explained. “We are dedicated to raising public awareness about financial planning, emphasizing the importance of life insurance, and promoting good health to improve overall quality of life. Additionally, we are committed to environmental responsibility—striving for carbon neutrality and managing energy, water, and waste resources. These efforts reflect the power of caring, forming a solid foundation for Bangkok Life Assurance to become the “Most Caring Insurance Brand” and achieve sustainable growth.”
Ms. Onranat Nachapong, Senior Vice President of Marketing Strategy and Customer Management Division, shared the rationale behind this corporate image redesign. “Our customer and consumer survey revealed insightful information that each generation has different expectations for products, channels, and services. However, customers of all generations value and seek ‘caring,’ especially in after-sales support. The brand campaign communication will distinctively convey this ‘caring’ attribute, particularly to our primary target of younger generations, as we strive to expand awareness and engage with them regarding financial planning from the early stages of their careers.”
The “Caring” campaign will launch with two impactful commercials inspired by research findings that highlight a growing reliance on technology for relationships, often resulting in a loss of warmth and genuine connection. The first commercial emphasizes the foundational strength of family bonds, illustrating the belief that the power of caring can foster happiness, security, and confidence within family units and extend into the larger Thai society, regardless of technological advances. The second commercial showcases our most popular added-value services: “Driving Home” and “Home Health Care,” which provide attentive care for clients during hospital visits or while recovering at home. Scheduled for release on November 13, the commercials will be broadcast across TV, online platforms, out-of-home media, and through key opinion leaders (KOLs), aiming to resonate with viewers and reinforce the brand’s commitment to caring in every aspect of life.” Ms. Onranat concluded.
Bangkok Life Assurance anticipates that the “Caring” campaign will inspire society to reflect on and choose to cultivate happiness for themselves and those around them. When families recognize the value of mutual care, it will inevitably create a positive impact on the community as a whole. Meanwhile, Bangkok Life Assurance continues to move forward with dedication, developing valuable offerings for its customers with genuine care, aiming to keep the brand at the forefront of consumers’ minds and ultimately become “The Most Caring Insurance Brand.”
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