In a world where insurance ads typically oscillate between tear-jerking family moments and stern warnings about life’s uncertainties, Income Insurance is taking the road less travelled – with a pair of comedians in the driver’s seat.
Picture this: Two electric vehicle owners, stranded in the middle of nowhere, their cars tethered to charging stations like modern-day cowboys at a hitching post.
One is smugly protected by Income’s new eDrivo Car Insurance; the other is learning the hard way that his regular car insurance is about as useful as a gas pump at a Tesla convention.
This isn’t just another insurance ad – it’s Income’s latest campaign featuring comedians Eugene Soh and Fadzri Rashid (of Netflix fame), who are turning the typically dry world of insurance into a playground for punchy one-liners and electric wit.
When Traditional Coverage Short-Circuits
Here’s the shock: Despite Singapore’s surging EV adoption, many owners are still cruising around with traditional car insurance, apparently believing that electrons and petrol deserve the same coverage.
Income’s campaign zaps this misconception with a simple question: Would you insure your smartphone with a policy designed for a rotary dial?
The Voltage of Live Entertainment
But Income isn’t stopping at screens.
In a brilliant fusion of necessity and entertainment, they’re launching Singapore’s first “drive-in stand-up” show this April.
Picture it: Comedy performers Eugene and Fadzri, literally performing between two charging stations while EV owners get their battery fix along with their comedy fix.
It’s like Netflix and charge, but with live laughter.
Power Move: Emergency Mobile Rescue Gets Real
The campaign’s genius lies in how it turns EV pain points into punchlines.
The Emergency Mobile Rescue service – essentially a superhero with a portable charger – promises to save drivers from the modern equivalent of running out of gas: the dreaded 0% battery.
And with unlimited battery replacement coverage, it’s like having an insurance policy that actually understands what century we’re in.
Social Media: Where the Rubber Meets the Road
The campaign extends to social media, where the comedic duo will field real questions from EV owners in a video Q&A format.
Want to know if your charging anxiety is normal?
Need to understand why your regular insurance won’t cover that fancy battery?
These comics are turning technical specs into tech specs-tacular entertainment.
The Method Behind the Madness
“Insurance campaigns don’t always have to be serious,” says Dhiren Amin, Chief Customer Officer at Income Insurance, in what might be the understatement of 2025.
Working with BBH Singapore and comedy director Karthik Kumar, they’ve created something that’s both informative and entertaining – a rare achievement in the insurance world.
By choosing comedy as their vehicle (pun intended), Income has found a way to deliver a serious message about EV insurance gaps without putting their audience to sleep.
It’s a masterclass in how to make complex financial products accessible and entertaining, proving that even in the world of insurance, laughter might just be the best policy.
As Singapore continues its electric vehicle revolution, Income’s campaign stands out as a beacon of creative marketing – proving that sometimes, the best way to electrify your audience is to make them laugh.
