Viriya Insurance Launches 79-Year Commitment Campaign to Build Brand Through Social Values

Viriya Insurance is advancing brand identity communication through the campaign "Steadfast in Duty for 79 Years," reflecting its role as a general insurance provider standing beside Thai people in all circumstances. The company is partnering with Choojai and friends creative agency and director Atta Hemvadi, known for directing "Goehang...Gohome," to convey the message through advertising films aimed at spreading positive energy.

Amorn Tongthiw, Managing Director of Viriya Insurance Public Company Limited, revealed that in 2569 the company launched a corporate image promotion campaign under the concept "Steadfast in Duty for 79 Years," presenting a new perspective that goes beyond merely promoting corporate image. Instead, it aims to communicate to the public the company's business approach, reflecting the role of "duty" as an insurance provider that has stood alongside customers and Thai society through all circumstances over its 79-year history—authentic brand identity communication. Given that consumers currently receive abundant information, clearly communicating Viriya Insurance's foundations and identity is crucial, enabling consumers to make informed decisions about service selection.

For this new campaign, Viriya Insurance collaborated with Choojai and friends creative agency to develop concepts, create content, and plan campaign communications, alongside advertising director Atta Hemvadi, whose recent directorial work on "Goehang...Gohome" helped convey the concept through the advertising film series.

In the first quarter, the company employed O2O (Online-to-Offline) communication strategy through the Pre-Campaign activity "Viriya Insurance Gives You the Strength to Do Your Duty," which received strong public response by inviting citizens to share encouragement for various individuals, professions, and roles in society—such as doctors, nurses, street sweepers, traffic police officers, and others—via the company's official Facebook page and offline communication through billboards at major Bangkok landmarks.

In the second quarter, the company officially launched the "Steadfast in Duty for 79 Years" campaign, unveiling advertising films that creatively conveyed stories reflecting the profound value of "duty." This marks another significant step for Viriya Insurance in advancing corporate communication through concepts that create social value, with hopes that this campaign will be a positive force spreading encouragement to everyone facing today's many challenges, both expected and unexpected.

"We believe there are many others in society who think like Viriya Insurance—to do their duty as well as possible in all circumstances. That's where this campaign of encouragement comes from," the company stated.

Pairat Ueophudungleert, Co-Founder and Executive Creative Director of Choojai and friends, noted that an organization that has stood alongside Thai society for nearly 80 years must possess strong organizational culture and inherent values.

For the advertising film, Choojai and friends invited viewers to question "duty neglect," incorporating real-life events to raise awareness before closing with a message thanking ordinary people who fulfill their duties fully every day.

"This advertising series doesn't aim to point fingers or judge anyone. Rather, we want to communicate to viewers that what you do every day has value," Pairat said.