Income Insurance Bets on Comedy to Launch eDrivo EV Coverage
Income Insurance's 'Between Two Chargers' is a 2025 humor campaign created by BBH Singapore that uses a comedy format to explain why electric vehicle drivers in Singapore need EV-specific coverage rather than standard car insurance, positioning Marketing Interactive.clapboard.com/archive/progressive-insurance-pump-talk-insurance">eDrivo Car Insurance as the tailored solution for a rapidly electrifying market.
Launched in January 2025 and reported by Marketing-Interactive on 10 January 2025, the campaign centres on a 90-second commercial featuring two of Singapore's most recognisable comedians, Eugene Soh and Fadzri Rashid — formerly known as Fakkah Fuzz, the stand-up comedian behind two Netflix specials, according to Giiresearch. The two actors play EV drivers stranded in a sprawling field while their cars charge, and the comedic tension between them carries the product message with surprising efficiency. Eugene's character, insured under eDrivo Car Insurance, gently needles Fadzri's character, whose conventional car insurance leaves his EV battery entirely uncovered. The joke lands because the underlying problem is real.
In Singapore, EV adoption has grown substantially in recent years, yet many electric vehicle owners continue to rely on standard car insurance products without recognising the specific coverage gaps those policies carry. Income Insurance designed eDrivo Car Insurance to close precisely those gaps, according to Mordor Intelligence. The product's headline benefits include Emergency Mobile Rescue — described by Income Insurance as an industry-first feature that dispatches a mobile EV charging provider to deliver DC fast-charging to 20% capacity when a driver runs out of charge on the road — alongside Unlimited Battery Replacement following accident damage, and cyber-hacking coverage. The campaign ran across YouTube, social media, StarHub TV, and Golden Village Cinema, giving it reach across both digital and physical Singaporean media environments, as reported by Marketing-Interactive.
Income Insurance identified a specific and largely unaddressed consumer knowledge problem in Singapore's electric vehicle market. EV adoption in Singapore has accelerated, yet awareness among EV owners of the coverage differences between standard car insurance and purpose-built electric vehicle insurance remained low, creating a product education challenge that conventional insurance advertising was poorly equipped to solve.
BBH Singapore's strategic response was to reframe the problem as a comedy premise rather than a feature list. The agency, which has a documented creative relationship with Income Insurance, recognised that the gap between what regular car insurance covers and what an EV driver actually needs is both genuinely surprising and inherently absurd — the kind of realisation that lands harder through laughter than through a policy comparison table. Khairul Mondzi, Executive Creative Director at BBH Singapore, led the creative strategy, and Dhiren Amin, Chief Customer Officer at Income Insurance, endorsed the deliberately non-serious approach to insurance advertising, as reported by Marketing-Interactive and Adgully Asia.
The competitive context in Singapore's motor insurance sector includes established insurers offering conventional car insurance products, none of which had publicly positioned a product specifically around EV-native benefits at the time of launch. By naming the category gap explicitly — and making it the punchline — Income Insurance moved eDrivo Car Insurance from product announcement to cultural conversation. Singapore's general insurance market has continued to develop alongside EV infrastructure investment, and the decision to place the campaign in Golden Village Cinema and on StarHub TV, alongside digital channels, reflects a deliberate choice to reach Singaporean audiences across premium attention environments, as noted by Marketing-Interactive.
Comedy director Karthik Kumar directed 'Between Two Chargers,' bringing a stand-up sensibility to what is formally an insurance product commercial. The decision to hire a director whose background is rooted in comedy rather than in conventional advertising production shaped every dimension of the creative execution, from performance rhythm to pacing, as reported by Marketing-Interactive and Adgully Asia.
The commercial's central conceit — two EV owners sitting in an open field, cars plugged in, with nothing to do but talk — is a compression of the classic two-hander comedy format into a 90-second product demonstration. The setting is deliberately absurd: a sprawling, empty landscape that emphasises the isolation of running out of charge with no rescue option. Reel Loco Productions handled production, delivering a visual environment that reads as cinematic without losing the improvisational energy that Eugene Soh and Fadzri Rashid bring to the performance. Fadzri Rashid, whose profile as a comedian extends internationally through his two Netflix specials under the name Fakkah Fuzz, brings a level of recognisability that gives the campaign immediate credibility with Singaporean audiences.
The creative architecture also extends beyond the film itself. Income Insurance and BBH Singapore planned a live activation — a drive-in stand-up comedy show scheduled for April 2025, with Eugene Soh and Fadzri Rashid performing between two EV chargers, bringing the campaign's central visual metaphor into a physical event space in Singapore, as reported by Marketing-Interactive. Social video content featuring the two comedians addressing EV insurance questions was also planned, extending the 'Between Two Chargers' concept across formats without requiring audiences to re-engage with the original commercial to understand the premise.
No verified third-party performance data for 'Between Two Chargers' — including reach figures, view counts, or conversion metrics — is publicly available at the time of writing. What Income Insurance and BBH Singapore have documented is the campaign's distribution footprint: placement across YouTube, social media, StarHub TV, and Golden Village Cinema in Singapore, as reported by Marketing-Interactive, indicating a multi-channel media investment designed to generate broad Singaporean market awareness rather than a narrowly targeted digital-only push.
Structurally, the campaign demonstrates several attributes that support effectiveness. The use of two comedians with established Singaporean audience relationships reduces the persuasion burden on the script alone. The Emergency Mobile Rescue benefit — presented by Income Insurance as an industry-first in Singapore — gives the campaign a genuine product news hook that comedy amplifies rather than obscures. The planned live activation and social video extensions suggest Income Insurance and BBH Singapore designed 'Between Two Chargers' as a platform rather than a single execution, which extends the potential return on the original production investment without requiring a new creative idea.
Clapboard rates 'Between Two Chargers' at 67 out of 100. The score reflects the campaign's clear strategic logic and confident creative voice, tempered by the relatively conventional media mix for a campaign aimed at a digitally native EV-owning audience in Singapore, and the dependence on comedian recognition as a primary persuasion lever rather than a deeper integration of the eDrivo Car Insurance product benefits into the comedy mechanics themselves.
'Between Two Chargers' is a 2025 humor campaign by Income Insurance, created by BBH Singapore, promoting eDrivo Car Insurance. It features Singaporean comedians Eugene Soh and Fadzri Rashid in a 90-second commercial that highlights coverage gaps between standard car insurance and EV-specific insurance for drivers in Singapore.
eDrivo Car Insurance offers benefits standard car insurance does not include. Income Insurance describes Emergency Mobile Rescue — dispatching a mobile EV charging provider to deliver DC fast-charging to 20% capacity — as an industry-first benefit in Singapore, alongside Unlimited Battery Replacement after accident damage and cyber-hacking coverage.
Eugene Soh and Fadzri Rashid, formerly known as Fakkah Fuzz, star in the campaign. Both are well-known Singaporean comedians. Fadzri Rashid has two Netflix specials under his previous stage name, giving the campaign significant audience recognition across Singapore's comedy-following demographic.
Comedy director Karthik Kumar directed 'Between Two Chargers.' Reel Loco Productions handled production. Khairul Mondzi, Executive Creative Director at BBH Singapore, led the creative strategy, with Dhiren Amin, Chief Customer Officer at Income Insurance, approving the campaign's unconventional comedic approach to insurance advertising in Singapore.
Income Insurance distributed the campaign across YouTube, social media, StarHub TV, and Golden Village Cinema in Singapore. A live drive-in stand-up comedy activation featuring Eugene Soh and Fadzri Rashid was also planned for April 2025, extending the campaign beyond broadcast and digital channels.
Clapboard rates 'Between Two Chargers' at 67 out of 100. The score reflects the campaign's clear strategic rationale and confident comedic voice, balanced against its conventional media mix and its reliance on comedian recognition as the primary persuasion mechanism over deeper product-comedy integration.
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