FWD Life Insurance Plc. and Siam Commercial Bank Plc. have continued their award-winning run as bancassurance partners with “Pra Gun Support Took Wai” savings insurance*”, most recently receiving national recognition at Thailand’s MarTech Award 2026. The campaign won the Impact Martech Award in the Data category for its hyper-personalised marketing communications, which demonstrate a deep understanding of individual customer needs. The achievement reflects the use of marketing technology to strengthen data structures, internal processes and strategic decision-making within the organisation in order to develop products, deliver a better customer experience and build long-term customer engagement.
Joining the recent celebration of the success were Ms. Pavarisa Chumvigrant, Chief Marketing Officer of FWD Insurance; Mr. Chanvit Rungruanglada, Executive Vice President and Head of Insurance Products at SCB; Mr. Somsak Chuaykul, Director and Head of Strategic Marketing Communication at Siam Commercial Bank; along with representatives from Masket Communications Co., Ltd., the campaign’s advertising agency.
“Pra Gun Support Took Wai*” is a life insurance product that has brought a new dimension to the insurance industry through a targeted advertising strategy tailored to each generation, allowing viewers in every age group to see an advertising version that matches their own age and needs. The campaign featured 88 video versions presenting 88 financial needs of Thai people, from the age of one day to 88 years. The images used in the advertisements were created using AI techniques, but were still rooted in real human needs, reinforcing the success of the Digital Bank with Human Touch strategy, which promotes the responsible use of AI at scale while maintaining the quality of products and services with customers genuinely at the centre.
Thailand’s MarTech Award 2026 is a national award established to recognise and honour outstanding achievements in marketing technology. It celebrates the integration of data, creativity and technology to deliver measurable business results, while also aiming to compile the country’s best-case studies in order to raise industry standards and inspire marketers across Thailand.
