Media OutReach
MSIG Helper Insurance unveils new campaign: ‘Assured Helper, Confident Employer’
To strengthen MSIG’s leading position in the Helper Insurance market
HONG KONG SAR – Media OutReach Newswire – 23 March 2026 – MSIG Insurance (Hong Kong) Limited (“MSIG”) today announced the launch of its new helper insurance promotional campaign, appointing the esteemed artist, Mr Lam Shing Bun (Bob Lam), as product ambassador. Under the theme “Assured Helper, Confident Employer”, the campaign promotes MSIG Helper Insurance across multiple channels, including television commercials, online videos, outdoor advertising and digital platforms, further cementing the brand’s position as the market leader.
Crafting insurance that delivers shared peace of mind
Philip Kent, Chief Executive Officer of MSIG Hong Kong, stated: “Hong Kong today is home to more than 360,000 foreign domestic helpers, as well as over 20,000 local ‘hourly workers’. As such, there is significant market demand for insurance that specifically caters both to their needs and those of their employers. That’s why we have developed a comprehensive and affordable plan that provides extensive medical coverage for domestic helpers and helps their employers cope with financial burdens associated with illness.
We view helper insurance as one of our flagship offerings and believe it truly embodies our commitment to ‘Assured Helper, Confident Employer’, which is the essence of the campaign. We aim to help the public understand how helper insurance can benefit families and to establish MSIG as the market leader in Hong Kong for this type of insurance.”
Bob Lam set to resonate with viewers
Targeting Hong Kong families as its primary audience, this campaign features the popular celebrity Bob Lam as product ambassador. Bob maintains an active presence across social media and traditional platforms, frequently sharing humorous glimpses into his life with his family of six. His relatable persona has earned him a reputation as an endearing husband and devoted father, aligning with MSIG’s brand ethos. Importantly, as an experienced employer who has long employed domestic helpers, Bob’s first-hand experience significantly enhances the credibility of the product information and strongly resonates with the target audience, making him the ideal ambassador for MSIG’s Helper Insurance.
The campaign video opens with Bob livestreaming from home, seamlessly integrating relatable moments such as his wife prompting him to tackle household chores and netizens asking questions about domestic helpers. This light-hearted, humorous approach captures the everyday realities of employer households, eliciting knowing smiles from viewers while introducing the product’s key features in a natural way:
- Comprehensive coverage: Includes outpatient, surgical & hospitalisation, dental, domestic helper liability, service interruption, fidelity guarantee and more
- Exceptional value: 2-year premium as low as HK$566 for online applications1
- Speedy claims processing: Online claims approval in as fast as 15 minutes
- Flexible and adaptable: Suitable for local domestic helpers, post-natal care helpers and home-based elderly carers, accommodating diverse family needs
Multi-channel media campaign to maximise reach
This initiative marks MSIG’s first major promotional campaign for 2026, employing a multi-dimensional media strategy to achieve seamless online and offline coverage. The campaign will be rolled out across television, YouTube, other major social media platforms and digital channels, targeting the intended audience with precision. Outdoor media placements include tram and bus wrap advertising, large-scale billboards in Causeway Bay and digital screens at multiple high-traffic locations. Through this tightly integrated multi-channel network, the campaign will significantly boost brand visibility and message penetration, ensuring the core message of helper insurance is powerfully conveyed to every corner of Hong Kong.
1 Offer applies to designated MSIG Helper Insurance plan, please refer to MSIG website and terms and conditions of relevant product.
Hashtag: #MSIG
The issuer is solely responsible for the content of this announcement.
About MSIG Insurance (Hong Kong) Limited (“MSIG Hong Kong”)
MSIG Hong Kong is a wholly owned subsidiary of Mitsui Sumitomo Insurance Co Ltd and a member of the MS&AD Insurance Group, Asia’s leading general insurance brand with presence in 50 countries and regions globally. The Group is amongst the world’s top 10 insurance groups based on gross revenue and one of Japan’s leading insurers with A+ Stable credit rating. With over 40,000 employees world-wide, MSIG is represented in all ASEAN markets as well as in Australia, New Zealand, Hong Kong, Mainland China, Korea, India and Taiwan.
MSIG Hong Kong offers a wide range of solutions and services through an extensive distribution network including agents, brokers, and bancassurance alliances with leading banks. It has been providing general insurance solutions to customers in Hong Kong for more than 170 years, dating as far back as 1855.
Media OutReach
Etiqa Insurance Singapore and AIA Singapore Join Forces to Expand Accessibility of Takaful for Customers
Under the partnership, Etiqa Insurance Singapore’s suite of Shariah-compliant Family Takaful products will be distributed through AIA Singapore and AIA Financial Advisers, the nation’s largest tied distribution channel comprising more than 6,300 highly professional, qualified AIA insurance representatives. This expanded reach significantly increases accessibility and choice for customers seeking principled and values-aligned protection and savings options.
Growing Demand for Values-Based Financial Solutions
Global demand for Takaful continues to rise as consumers increasingly prioritise financial solutions aligned with their personal values. The global Takaful market is projected to grow from US$36.5 billion in 2025 to US$63.6 billion by 2030, representing a compound annual growth rate (CAGR) of 11.7%[1]. Since launching its Takaful offerings, Etiqa Insurance Singapore has seen strong and accelerating momentum, supported by rising consumer awareness and growing confidence in Shariah-compliant financial protection.
Creating a Unified Takaful Ecosystem in Singapore
The partnership brings together the complementary strengths of both insurers to build a more cohesive and accessible Takaful ecosystem:
- Etiqa Insurance Singapore — The pioneer in reintroducing Takaful insurance to Singapore after more than a decade, with deep expertise and a dedicated Shariah advisory framework.
- AIA Singapore — One of the nation’s leading life and health insurers with extensive distribution capabilities, broad community reach and a diverse customer base.
Together, the two organisations are positioned to significantly expand the availability, understanding and adoption of Takaful solutions in Singapore.
“This partnership marks an important step in advancing access to Shariah-compliant protection and savings solutions in Singapore,” said Claudia Soh, Acting Chief Executive Officer, Etiqa Insurance Singapore. “By leveraging AIA’s extensive distribution network and strong presence within the Muslim community, we can scale Takaful solutions more effectively and reach customer groups that have historically been underserved. As demand for values-aligned financial planning grows, this collaboration reinforces our commitment to inclusive and responsible insurance.”
“This partnership with Etiqa is a pivotal step in our commitment to inclusivity and we are excited to work together,” said Alvin Fu, Chief Distribution Officer, AIA Singapore. “By integrating Etiqa’s Shariah-compliant expertise with our highly professional AIA insurance representatives, we can serve a wider customer base, close protection gaps and help more families live Healthier, Longer, Better Lives.”
Bringing Takaful to the Masses
While rooted in Islamic principles, Shariah-compliant, values-based Takaful solutions serve a broad spectrum of customers and appeal to increasingly values-driven consumers seeking ethical, transparent and socially responsible financial protection and savings solutions beyond the Muslim community.
Beyond distribution, Etiqa Insurance Singapore shares a long-term commitment to raising awareness, understanding and adoption of Takaful solutions across Singapore. Through educational programmes and community engagement initiatives, the partnership aims to enhance financial literacy, deepen understanding of Takaful principles and bring Takaful education directly to underserved communities, empowering consumers to make informed decisions on protection and savings.
Hashtag: #EtiqaSingapore #EtiqaSG
The issuer is solely responsible for the content of this announcement.
About Etiqa Insurance Pte. Ltd (Etiqa Insurance Singapore)
Etiqa Insurance Pte. Ltd. (EIPL) is a life and general insurance company licensed and regulated by the Monetary Authority of Singapore and governed by the Insurance Act 1966. Having protected customers in Singapore since 1961 under the name United General Insurance Co. Sdn. Bhd., the company transitioned into the Singapore branch of Etiqa Insurance Berhad in 2009. Today, EIPL in Singapore stands as the pivotal operating entity of Etiqa Insurance Group, a leading insurance and takaful provider in ASEAN.
EIPL offers a comprehensive range of life and general insurance products accessible through its diverse distribution channels, including bancassurance, agents, brokers, financial advisers, partnerships, direct and online sales via Tiq by Etiqa. Etiqa is rated ‘A’ by credit rating agency Fitch for the group’s ‘Favorable’ business profile. EIPL is owned by Maybank Ageas Holdings Berhad, a joint venture combining local market expertise with international insurance knowledge, with 69% ownership by Maybank, the fourth largest banking group in Southeast Asia, and 31% by Ageas, an international insurance group operating across 13 countries.
About AIA
AIA Group Limited and its subsidiaries (collectively “AIA” or the “Group”) comprise the largest independent publicly listed pan-Asian life insurance group. It has a presence in 18 markets – wholly-owned branches and subsidiaries in Mainland China, Hong Kong SAR[2], Thailand, Singapore, Malaysia, Australia, Cambodia, Indonesia, Myanmar, New Zealand, the Philippines, South Korea, Sri Lanka, Taiwan (China), Vietnam, Brunei and Macau SAR[3], and a 49 per cent joint venture in India. In addition, AIA has a 24.99 per cent shareholding in China Post Life Insurance Co., Ltd.
The business that is now AIA was first established in Shanghai more than a century ago in 1919. It is a market leader in Asia (ex-Japan) based on life insurance premiums and holds leading positions across the majority of its markets. It had total assets of US$345 billion as of 31 December 2025.
AIA meets the long-term savings and protection needs of individuals by offering a range of products and services including life insurance, accident and health insurance and savings plans. The Group also provides employee benefits, credit life and pension services to corporate clients. Through an extensive network of agents, partners and employees across Asia, AIA serves the holders of more than 44 million individual policies and over 16 million participating members of group insurance schemes.
AIA Group Limited is listed on the Main Board of The Stock Exchange of Hong Kong Limited under the stock codes “1299” for HKD counter and “81299” for RMB counter with American Depositary Receipts (Level 1) traded on the over-the-counter market under the ticker symbol “AAGIY”.
Two more world-class arts events are coming up this week, namely, Art Basel Hong Kong (27-29 March) and Art Central (25-29 March).
Art Basel Hong Kong returns to the Hong Kong Convention and Exhibition Centre with new sectors and fresh curatorial perspectives. Featuring 240 galleries from some 40 countries and territories, the fair presents artworks by established artists and emerging talents from around the world.
Highlight sectors include “Encounters”, showcasing 12 artworks of expansive sculptures and installations drawing on the Five Elements — space/ether, water, fire, wind and earth, while “Insights” features 20 projects focused on artists from Asia and the Asia-Pacific region. Among the newly added themes this year are “Echoes” – a brand new sector spotlighting works created within the past 5 years –, and “Zero 10” dedicated to art of the digital era.
Other returning sectors cover “Discoveries”, which is dedicated to solo presentations by emerging artists from 25 galleries and “Kabinett”, staging thematic presentations with a total of 35 projects, as well as public programmes offering free public access to “Film”, “Conversations” and “Exchange Circle”.
Hong Kong’s strength in global cultural connectivity is reflected in its position as a leading arts trading hub. “Later this month, we will finalise the details of our collaboration with Art Basel for the next five years. This is the result of sustained investment in our role as a global financial centre, cross-sectoral collaboration, and a shared commitment to make Hong Kong a place where the arts can truly flourish,” Law said.
There’s more for art enthusiasts to enjoy, with Art Central (25-29 March) lighting up the iconic Central Harbourfront, presenting works from over 100 galleries and 500 artists from Hong Kong, Asia, and beyond. The fair’s 11th edition sees the debut of Central Stage, spotlighting artists with recent, current, and upcoming participation in institutional exhibitions, biennials, and other landmark curatorial endeavours of international standing.
This trio of arts and cultural events is part of the wider Hong Kong Mega 8 – a legendary line-up of eight world-class events throughout March and April. Completing the line-up are the Hong Kong Derby and Champions Day (horse racing), UCI Track World Cup (cycling), Hong Kong Sevens (rugby) and LIV Golf Hong Kong.
“I am sure this exhilarating blend of sports, arts and culture will bring you many enjoyable moments and fond memories, infused with the city’s unique spirit and unstoppable momentum,” Law said.
Hashtag: #HongKong #BrandHongKong #Arts #Sports #MegaEvents
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The issuer is solely responsible for the content of this announcement.
“For many, the future may feel less certain, more complex, than it did when we were at this event a year ago. But rest assured: Hong Kong stands strong and unwavering – a city where capital, institutions and families can keep a firm footing, even as the world around them is shifting,” the Chief Executive, Mr John Lee, said in his welcome remarks. “More and more family offices are turning to Hong Kong. We are now home to over 3 380 single family offices – a 25 per cent increase in the past two years. More than half of them have second-generation members, or beyond, in leadership roles. This reflects the confidence that ultra-high-net-worth families have in Hong Kong as a base for wealth transfer between generations.”
The night was highlighted by a magnificent “human-robot lion dance” performance at the start, where traditional lion dancers performed alongside agile robot dogs, bringing the stage to life through vivid movements. The display was a seamless blend of cultural heritage and cutting-edge technology, embodying Hong Kong’s spirit of embracing both tradition and innovation, while echoing the Summit’s focus on frontier themes such as AI and robotics.
Set against a vibrant blend of heritage and innovation, attendees of the principal dinner had an enjoyable night filled with great food and lively exchanges. They were also impressed by the fascinating world-famous Hong Kong skyline, glamourised by photo spots decorated with neon light and retro Hong Kong vibes set up at an open area of the venue. The beautiful night scene created a more relaxing atmosphere for them to connect and share their ideas of bringing social impacts with their wealth.
Tomorrow, family office decision makers and successors from around the world will engage in thought leadership by speakers on three core themes – “Strategic Asset Management for Family Legacy”, “Cultural Value Foundation for a Thriving Market”, and “Smart Tech Innovation Driving Capital Appreciation”- as well as a fireside chat on “Sports and Philanthropy” at the WGHK Summit. These conversations aim to inspire participants in various ways towards building legacies, reinforcing Hong Kong’s status as the premier hub for global family offices for legacy planning and value creation.
Hashtag: #WGHK
The issuer is solely responsible for the content of this announcement.
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