Bangkok – KPI Krungthai Panich Insurance Public Company Limited Announcing the launch of the new slogan “Your Trust, Our Care – Take care of every trust” by introducing its newly created brand charater in form of bright, modern and simple art. In collaboration with the famous cartoonist and Pop Art artist, Macc Aussanai Arunkiri aka StupidnoobMacc, the “Baby CARE Boy” is created to become the KPI’s brand character representing the attentiveness and caring KPI always have for its customers all along. The “Baby CARE Boy” brand character is believed to attract all target groups especially the young generation. It also reflects the determination of the company to develop the brand that build good relationships with customers as well as to show the company’s gratitude for the trust the customers given to us for more than 70 years.
Suchavadee Sanganong President of Krungthai Panich Insurance Public Company Limited or KPI, reveals that “The launching of the company’s new slogan along with the brand character ‘Baby CARE Boy’ aims to make it easier for the customers to remember and approach our brand. It also shows our adaptability and resilience while retaining our trustworthiness as well as our intention to communicate with people of all groups, genders, and ages. The purpose of this rebranding is to modernize our organization with the freshy new look. New vision “Ensure Your Future For A Better Journey” has been set along with the mission to serve as guidelines for the team to achieve the goals of the organization. The new slogan “Your Trust, Our Care” is aimed to manifest our commitment to develop our operation, products and services for the ultimate benefit of the loyal customers”
The new Vision and Mission which will be served as the goals, direction and guideline of the company are as follows:
Vision: Ensure Your Future For A Better Journey
Mission comprises of:
Trust Trust turned into care
Sustainability Rooted in sustainability
Simplified Service Making insurance simple
Partners Together towards tomorrow
Employees Naturing talent, valuing dedication
Innovation Transforming visions into reality.
KPI also gives importance on supporting the talented and promising new generation especially young creative Thai artists in various forms and styles such as the widely popular Pop Art. For this reason, we decided to collaborate with Macc – Aussanai Arunkiri, the owner of the famous ‘Baby Boy’ character to create and design our brand character as part of this rebranding. Macc himself has reputation and experiences in creating brand characters for numerous leading organizations in Thailand. KPI is therefore confident that the Pop Art style “Baby CARE Boy” brand character with its outstanding cuteness will be able to tell stories, connect and communicate with people of all genders and ages and make them understand the true meaning of our new slogan “Your Trust, Our Care”.
Additionally, to be in line with other rebranding aspects KPI has also designed its new logo using eye-catching bright color with a modern twist to express our new Brand Identity which we believe will convey the creditability and trustworthiness message to our customers.
Macc Aussanai Arunkiri, the cartoonist and Pop Art artist, the man behind the ‘Baby CARE Boy’ has revealed how he come up with the idea in creating the brand character that “This is the first time I have had the opportunity to work with the insurance business. This is a very interesting challenge for me. So, when I saw the slogan ‘Your Trust, Our Care’, I wanted to design Baby CARE Boy to reflect the warmth and sincerity that KPI has towards its customers and to display the vivid identity of the character to be in accordance with the ‘service-minded attitude’, the core strength of the brand image. So, we can say that this brand character is telling the KPI story through my personal style.”
In addition, Macc also mentioned his impression about the opportunity to be a part of a worthwhile project “KPI Living library”, one of the company’s important CSR projects. “I’ve learned that KPI has undertaken a project to improve school libraries in various provinces for more than 10 years and I was interested and desire to do something for these young children in the rural areas. Thanks to KPI team, my wish comes true when I’ve got a chance to create my ‘Baby CARE Boy’ characters for the interior works to give the lively and joyful mood and atmosphere to these school libraries. I strongly wish that in doing so I’ve provided these children a channel to get to know and appreciate the Pop Art and evoke them a worthwhile experience in one way or another as I truly believe that art is available to everyone.” Macc said.
Apart from the goal in rebranding the organization’s image under the new vision of Suchavadee Sanganong – President, in 2025 and the next 5 years KPI has an ambition plan to
bring in state of the art technology to help increase efficiency in developing the business in all processes including strategies planning to develop the team’s potential which is the core of organizational development. These include keeping Talent Retention, reducing Skill Gap, building Employee Engagement, and Leadership Development which are important factors for a strong and sustainable organization.
Lastly KPI would like to assure all the valuable customers of Krungthai Panich Insurance to have confidence that the company will always uphold and give importance to the value of trustworthiness that customers have always given to us. We promise to develop our products and services in every aspect to return that trust as best as we can in accordance with the vision and mission of the brand and in line with our new slogan “Your Trust, Our Care”.
