src=9396587;type=ctpma0;cat=china0;dc_lat=;dc_rdid=;tag_for_child_directed_treatment=;tfua=;npa=;ord=1? China Taiping Singapore Pledges to Take the Right Steps Together  with its Customers in a Brand Campaign


Singapore, 5 August 2021: China Taiping Insurance (Singapore) Pte. Ltd. (“CTPIS”) pledges to take all of life’s important steps together with its customers, charting through uncertainties and challenges to take the right steps towards a more secure and brighter future. 

In celebrating its 83rd birthday in Singapore, CTPIS proudly launches its brand campaign titled ‘Steps’ featuring a young man and woman climbing a flight of stairs - symbolising the steps of life and all the key moments where protection matters, as summed up in the tagline ‘Taking the right steps, together with you’. The steps display a series of benefits which represent CTPIS’s commitment to its customers:

  • Protect your loved ones
  • Secure your business
  • Provide peace of mind
  • Save our environment

“This year’s campaign evolved to bring a fresh perspective on life, love, family and the things that matter most. Life is made up of a series of important steps and key milestones. Everyone faces challenges and may encounter low points in life. We want to bring out the positive vibes in life through this campaign, presenting it in a fun and energetic manner,” said Ms. Cindy Cheng, Head of Marketing, China Taiping Insurance (Singapore) Pte. Ltd. “We aim to encourage consumers to take the right steps in life with our assurance and commitment. For over eight decades, CTPIS has been supporting our customers through those steps in life with solutions to safeguard their loved ones, giving them peace of mind.”

A key component of the campaign is a TV commercial, featuring the young couple dancing on these ‘steps of life’ in a joyful, vibrant, and high-energy segment. Set to a specially composed jingle and livened up by light-and-colour effects, the concept represents how CTPIS is there for its customers through life’s important steps with its range of financial solutions for savings, retirement, protection, legacy, and business, providing peace of mind. This signature jingle serves to enhance brand recall among viewers, offering longevity of use in future campaigns and/or promotions.

View "Steps" TV Commercial

Protecting what matters most is also the theme of this campaign’s secondary message, where CTPIS is taking the right steps of a different kind, with its commitment to green efforts from the corporate to the individual level. This commitment to going green is represented consistently throughout the campaign, firstly by featuring green as one of its primary colours. Secondly, the brand video is set amidst lush nature, alluding to CTPIS’s green efforts to protect what matters most.

Mr. Yang Yamei, Chief Executive, China Taiping Insurance (Singapore) Pte. Ltd., said, “We at China Taiping Singapore are committed to saving our environment and safeguarding our children for a better future. We have taken steps to work towards a greener workplace for the betterment of our planet. Our goal is to continue engaging everyone in the Taiping family to support a sustainable, green living and to do our part to care for and protect the environment for future generations.”

As a wrap of its 83rd birthday celebration in Singapore, CTPIS has launched the Jumbo Rewards promotion to reward its customers. Featuring CTPIS’s “Elephant of Peace” mascot, the promotion offers attractive discounts and cash rewards for both general and life insurance plans from now till 30 October. Find out more about Jumbo Rewards.

The brand campaign is led by digital and social media advertising and further supported by TV, print and outdoor advertising, including buses and taxis, for wider reach from now till October 2021. DAGNC is the creative agency behind the campaign while Havas Media Singapore handles the media planning.

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About China Taiping Insurance Singapore

China Taiping Insurance (Singapore) Pte. Ltd. (“CTPIS”) is a leading insurer for both life and general insurance businesses. Established in Singapore since 1938, CTPIS has a financial strength rating of “A-” by S&P and “A” by AM Best. We have been assuring our customers in Singapore with financial peace of mind for over 80 years.

CTPIS is wholly-owned by China Taiping Insurance Holdings Company Limited, which has been listed on the Hong Kong Stock Exchange since 2000, making it the first Chinese-funded insurer listed overseas. China Taiping Insurance Group Limited is a large transnational financial and insurance group with business network in Mainland China, Hong Kong, Macau, North America, Europe, Oceania, East and Southeast Asia. The brand has gained international recognition over the years and successfully made the rankings in the “Global Fortune 500 Companies” since 2018.


Media Contact

China Taiping Insurance (Singapore) Pte. Ltd.

Cindy Cheng
Head, Marketing
Tel: (65) 6389 6158