NTUC Income has appointed Dhiren Amin (pictured) as Chief Marketing Officer. He worked for The Kraft Heinz Company for over five years, serving as Head of Marketing for Southeast Asia and later CMO for Asia. Some of his most recognizable work includes the targeted “Real Husbands Cook” campaign for ABC Soy Sauce and the “World’s Spiciest Noodles” for ABC Chili Sauce.
Prior to Kraft Heinz, Amin spent three years at Unilever Asia as Global Brand Manager for Vaseline Men, leading regional communications development and innovation deployment. Amin has also worked in the field of strategic planning in the world of advertising agencies for about a decade. This included working as a Brand Partner at BBH and most recently Group Planning Director and Head of Planning, McCann Mumbai. While at McCann, Amin worked with brands in FMCG, media, travel, technology and apparel.
Amin replaces Marcus Chew, who joined Lazada as Group CMO in September last year, after serving as CMO at NTUC Income for more than six years. In his role, he supported growth across all lines of business through data integration, managed and maximized the effectiveness of marketing investments, and developed direct communications aligned with business direction, according to his LinkedIn.
INTERACTIVE-MARKETING contacted NTUC Income and Kraft Heinz for comment.
Separately, last November, NTUC Income appointed OMD Singapore to manage integrated planning and media buying campaigns for two years following a pitch held in August of the same year. INTERACTIVE-MARKETING understands that the account is valued at SG$5 million and that at least three major media players were fighting over the account. Densu, who has worked with NTUC Income since 2018, defended the account. According to OMD Singapore, the agency won the pitch by presenting a strategic media planning approach that leverages its abilities to deliver effective and targeted campaigns.
NTUC Income also expanded into three Southeast Asian markets last year, through strategic partnerships with VSure Tech in Malaysia, Central Asia in Indonesia and Joint Stock Insurance in Vietnam. These strategic alliances are based on Income’s Insurance-as-a-Service model, which enables the company to bring digital insurance business models to its overseas partners, improve their speed-to-market market and equip them with the right capabilities and tools to capture new customer segments and revenue streams.
Last year, the brand refreshed its slogan to tweak its logo as part of its rebranding efforts. Paying homage to its original logo, Income said it injected a “modern twist” into its logo pantone and typography selection. The new logo (pictured below right) features the new slogan “Made Yours” in blue. The font used for the tagline is “Ubuntu”, which gives the logo a more contemporary feel. The word “Ubuntu” means “I am, because you are” in Zulu, which is meant to reflect Income’s new brand promise, where Income seeks to understand its consumers and act in their best interests.
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