Viriyah Insurance Marks 79 Years With Duty-Focused Campaign
Viriyah Insurance launches a campaign celebrating 79 years by highlighting "duty" as its core value, partnering with creative agencies to share messages of encouragement for various professions serving Thai society.
"Duty" may sound simple, but for Viriyah Insurance it has been the driving force behind the organization for nearly eight decades. Today, the company is sharing this core value with the broader public through a corporate image campaign titled "Steadfast in Duty for 79 Years."
Managing Director Amorn Tongtew stated: "The special aspect of this year's campaign is presenting a fresh perspective—not just promoting our image, but communicating to the public about Viriyah's role as a general insurance provider ready to stand alongside customers and Thai society in every situation over these 79 years."
To strengthen this concept, Viriyah partnered with creative agency Choojai and Friends, which brought creative thinking and sharp insights to develop the campaign strategy. The team started by studying Viriyah's past communications and consumer voices on social media, combined with interviews across all organizational levels to deeply understand company culture. Connected with the core philosophy "Fairness is policy"—a DNA passed down through generations—the team identified that "duty" as a general insurance company protecting and guaranteeing risks for Thai society represents Viriyah's true identity.
In the first quarter, Viriyah launched a pre-campaign titled "Be Encouragement for Your Duty," inviting people to share encouragement for various professions and roles in society such as doctors, nurses, street sweepers, and traffic police through the Viriyah Insurance Facebook page. These messages were then displayed on billboards at major Bangkok landmarks before the official campaign video launches.
The campaign video was directed by acclaimed filmmaker Atta Hemvadi from ATTAh FILM, known for advertising, music videos, and the recent film "Gohang: The Gohem Heart." Atta explained: "We wanted to tell a 'back to simple' story, where simplicity creates good feelings for viewers. We hope that when the advertisement reaches the public, they will truly understand Viriyah's intention to communicate with society."
The video narrative begins by asking viewers: "Is neglecting one's duty becoming normal in society?" before gradually drawing them into realistic scenarios that prompt self-reflection about their own roles, concluding with gratitude for people of virtue.
