Thai Insurance Broker Wins Silver Lions at Cannes Lions 2026

Pra Kan Tid Lao, an insurance brokerage managed by Ngoen Tid Lor Co., Ltd., a company within Tidlor Holdings (TIDLOR), has made new history in the insurance brokerage industry. Working alongside VML Thailand and Suneta House, the company won the Silver Lions award in the Film: Use of Humour category and was shortlisted in the Local Brand category at the global stage of Cannes Lions 2026 for its vertical video series "Rab Job Suay" (Bad Luck Receiver). This marks the first time in the insurance brokerage business that a 10-episode continuous series has been created, transforming conventional insurance advertising into unmissable content and reinforcing the company's position as a service broker that deeply understands insurance users by blending humor to make insurance accessible to all Thais.

Adithya Poonwatthanaphum, Chief Executive Officer, stated: "Our main mission at Pra Kan Tid Lao is to ensure every Thai can access comprehensive and widespread insurance protection, and to elevate the insurance brokerage service to become a reliable resource for consumers in every situation. When unexpected events occur, insurance acts like a 'shield' that helps bear risks and ease financial burdens. Our most important responsibility as an insurance broker is to stand by our clients and assist them during their most critical moments."

Chanya Sukplang, Deputy Managing Director of the Insurance Brokerage Business Group, added: "We understand that when unexpected events happen—whether to your car, health, or home—they come with chaos and confusion. Our strategy was to tell straightforward stories of misfortune that could happen to anyone, emphasizing that we offer comprehensive insurance products across all dimensions. The challenge was reaching modern Thais who dislike long advertisements. We partnered with VML Thailand's creative team and director Aeo Theerapol Sunetta to break away from traditional advertising through an Advertainment strategy, launching the 10-episode vertical series 'Rab Job Suay.' We reinforced this with our 'After Suay Service' through the Pra Kan Tid Lao Call Center at 1501, staffed with experts available 24/7 to help with emergencies, so customers experience peace of mind from purchase to claim."

Beyond the international award, the campaign has proven its success by converting consumer appreciation into genuine trust. This is evidenced by the number of customers using the 'After Suay Service' Call Center at 1501. In the first half of 2569 (2026), the center received over 67,000 calls for service and assistance—a remarkable 45% growth compared to the same period the previous year. This reinforces the company's position as a service broker ready to support and stand by customers at all times, not just during sales, but committed to delivering the best post-purchase experience according to its slogan: "Peace of mind from purchase to claim."

Cannes Lions, or the Cannes Lions International Festival of Creativity, is an international creativity festival that recognizes and awards the world's greatest advertising, creative thinking, and marketing campaigns. It is held annually in Cannes, France.