Comedians Fadrazi Rashid and Eugene Soh Laugh at EV Owners for Income Insurance

In Singapore, the majority of EV owners currently rely on regular car insurance, unknowingly putting themselves under significant financial risk. Recognising this, Income Insurance has stepped in, using humour to grab attention and educate owners on the importance of selecting the right insurance product for your vehicle.

Teaming up with Singapore-based comedians Fadrazi Rashid (formerly known as Fakkah Fuzz) and Eugene Soh, the brand has delivered a stand-up inspired spot that highlights the laughable act of getting regular car insurance for an EV. And now, taking this a step further, it has also delivered Singapore’s first ever EV drive-in stand-up show, starring Fadrazi and Eugene in a 70-minute set that shone a light on Singaporean culture and driving habits.

To find out more about the decision to go down the comedy route and how this aligns with the brand’s mission, LBB’s Sunna Coleman speaks with chief customer officer, Dhiren Amin.

LBB> What inspired Income Insurance to take a comedic route for this campaign? What challenges were you facing as a brand that this campaign was designed to address?

Dhiren> The business challenge for Income Insurance was to grow the market of EV insurance which is not growing as fast as EVs themselves are. As a market leader in motor insurance, it is both an opportunity and a responsibility for Income Insurance to grow this market.

The reason that the EV insurance market was not growing as fast as EVs is because owners are buying regular insurance for EV cars. With the technological advancement that underpins EVs, this behaviour puts EV owners under significant financial risk, unknowingly so. With EVs, cyber hacks and being stranded due to inadequate charge are examples of key issues that don’t apply to regular cars. To build the market for EV insurance, we needed to get EV owners to recognise that regular insurance is simply inadequate in covering EVs.

The communication solution was embedded in this very reality – getting regular insurance for an EV is a joke, almost laughable. To bring this dichotomy to life, we chose to simply bring this joke to life; using stand-up comedy to land it.

Comedy gave us the perfect vehicle to deliver the laughable choice of getting regular insurance for EVs – through punchlines, mic-drop moments, and now, Singapore’s first EV-only, drive-in comedy show.

While the approach is humorous, it remains rooted in Income Insurance’s perspective on insurance – to make complex insurance conversations feel more human and more relatable, and to do what is right for the people of Singapore, which in this case, is to get the right insurance for EVs.

LBB> How did the collaboration with comedians Fadrazi Rashid (Fakkah Fuzz) and Eugene Soh come about?

Dhiren> Our EV campaign is a platform that looks to talk about insurance in a light-hearted manner via comedy and hence, it needs collaborators and influencers who are proficient at doing that – renowned stand-up comedians like Fadzri Rashid and Eugene Soh.

Fadzri is a seasoned stand-up comedian with over a decade of experience, boasting Netflix specials such as ‘Almost Banned’ (2019) and ‘Too Real’ (2023). His sharp, relatable humour makes him the perfect choice to tackle EV myths and misconceptions.

Eugene is a rising star in Singapore’s comedy scene, has performed internationally and brings a fresh, dynamic perspective to the conversation. Together, they’ll demystify EV ownership, and make the green transition feel less daunting – and a lot more fun.

LBB> What was the creative process like, and how did their comedic style align with the message you wanted to convey?

Dhiren> Fadzri’s bold, no-filter energy paired effortlessly with Eugene’s dry, quick wit – and because they were already friends on the comedy circuit, the chemistry was instant. Put two brilliant comedians in a room, give them a topic and more often than not, magic happens.

Their authenticity made the humour feel effortless, not forced. And to make sure every punchline landed just right, we worked closely with a comedy director – because in comedy (and insurance), timing is everything. We had also hired a renowned stand-up comedian Karthik, with two Amazon specials to his name, to direct the communication and also now, Singapore’s first EV drive-in comedy, so we had the unique privilege of not two but three comedians coming together to make the humour happen.

LBB> Tell us more about the EV drive-in comedy show you hosted.

Dhiren> It felt like a natural extension of the campaign. After all, the joke is that getting regular insurance for an EV could create enough comic material for more than just two minutes.

The event was very well received with sold out shows for both days, reaching up to 90 EVs per day. Fadzri and Eugene took us for a spin with humour on everyday life in Singapore, weaving in driving habits and common misperceptions about EVs, with a quirky and true-blue Singaporean attitude that our audience loved.

Our approach to communication in everything we do is holistic – it is rooted in creating experiences that extend the communication platform. For example, in a previous campaigns, we had a horror escape room for ‘Trapped’, a campaign that highlighted the nightmare of travelling without covid cover, and in another example, we had local Singapore musicians create their own rendition of The Calling’s ‘Fallin’ Apart’ to raise awareness of the gap in critical illness protection – both of which were communication extensions from the main campaign, anchored on a horror short film and music video respectively.

LBB> How does this campaign align with Income Insurance’s broader strategy to support EV adoption and position itself as a forward-thinking brand catering to EV drivers’ specific needs?

Dhiren> At Income Insurance, we always take a customer-centric approach to tailor our insurance offerings to meet the real needs of our customers. Through our targeted EV insurance, eDrivo, we have created what we believe is Singapore’s first truly EV tailored insurance with first-in-class features like industry-first Emergency Mobile Rescue and unlimited battery replacement benefits in the event of accidents.

As Singapore moves towards our goal of 100% cleaner energy vehicles by 2040, Income Insurance hopes to do what it always has – provide the safety net for its progress. As Singaporeans progress to an EV, they have Income Insurance right by their side with its EV insurance offerings, tailored for Singaporeans and their EVs.