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Prudential and K-pop supergroup SuperM launch a new song and music video “We DO”

The collaboration encourages people to take charge of their health and wellbeing in a fun and engaging way

Bangkok, Thailand, 22 April 2021 - Prudential Corporation Asia (Prudential) and K-pop supergroup SuperM have launched a new song and music video (MV) called “We DO” to encourage people to stay well and healthy, and have fun doing it. In Thailand, the MV was aired live on the landmark billboard at the MBK Center on 9 April 2021 at 17.00

In January this year, Prudential was the first regional life insurer to announce its collaboration with a widely popular K-pop phenomenon, SuperM, to launch the new campaign “We DO Well Together”. The campaign reflects the insurer’s focus on health and wellness and its commitment to support people at every stage of their lives.

Pasalaree Theerasas, Chief Customer Officer of Prudential Thailand, said, “Prudential Thailand is delighted to take the ‘We DO’ MV forward and bring a fresh way for all Thai people to perceive and manage their health and wellbeing. The company is committed to helping everyone, including the growing new generation, attain wellness in a positive, proactive and fun way.”

The “We DO” song is in line with Prudential and SuperM’s common goal to promote the importance of staying fit and healthy, especially during these times. Through music and dance, Prudential and SuperM aim to motivate people to get on their feet, move to the beat, and make a positive and energetic approach to attain holistic wellness while doing so. The music, lyrics, and dance moves of the “We DO” song and music video also resonate with Prudential’s “We DO” spirit to drive optimism and inspire people to proactively take charge of their health and wellbeing.

The launch of the “We DO” song and MV will be followed by Prudential’s “We DO” Dance Challenge across Asia. In Thailand, the Challenge builds on the country’s long-established dance culture and offers new wellness experiences to the Thai people.

"Our ambition for our latest ‘We DO’ Dance Challenge is to bring people together and motivate them to learn new and fun ways to improve their holistic wellbeing, including physical and mental health. This is in line with Prudential’s purpose to help people get the most out of life," Ms. Theerasas added.

Earlier this month, Prudential Thailand launched “We DO the Mission to Unlock” to invite all SuperM’s fans to show their support to the campaign by sharing Prudential Thailand’s twitter post with the hashtags #WeDO and #PRUxSuperM.

The next phases of the campaign will include fun dance tutorials with SuperM and dance challenges. Through these initiatives, Prudential Thailand is aiming to bring people together to build dance and fitness communities across the country through social media channels and the company’s all-in-one health and wellness app Pulse by Prudential.

About Prudential Corporation Asia

Prudential Corporation Asia (Prudential) is a business unit of Prudential plc*, comprising its life insurance operations in Asia and Africa, as well as its asset management business, Eastspring Investments. Headquartered in Hong Kong, Prudential helps people get the most out of life through savings, protection and investment solutions that meet their diverse and evolving needs.

Prudential is a leading life insurer with operations spanning 13 markets in Asia, covering Cambodia, China, Hong Kong, India, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Taiwan, Thailand and Vietnam. In Africa, Prudential has a presence in eight markets, covering Cameroon, Cote d’Ivoire, Ghana, Kenya, Nigeria, Togo, Uganda and Zambia. With a robust multi-channel distribution platform, Prudential delivers comprehensive and innovative solutions to more than 16 million customers across the two continents.

Eastspring Investments manages investments in Asia on behalf of a wide range of retail and institutional investors. It is a leading Asia-based asset manager with on-the-ground presence in 11 major Asian markets as well as distribution offices in North America and Europe. It has US$248 billion in assets under management (as at 31 December 2020), managing funds across a range of asset classes including equities and fixed income.

In line with the company’s mission to make healthcare affordable and accessible for all, ‘Pulse by Prudential’ (Pulse) was first introduced in Malaysia in August 2019. Today, Pulse is available in 12 markets across Asia and Africa. The app uses AI-powered self-help tools and real-time information to serve as a 24/7 health and wellness partner to users, helping them prevent, postpone, and protect against the onset of diseases. As at December 2020, the app has been downloaded more than 15 million times in Asia and Africa. For more information on Pulse:

*Prudential plc is listed on the stock exchanges of London (PRU.L), Hong Kong (2378.HK), Singapore (K6S.SG) and New York (PUK.N). It is not affiliated in any manner with Prudential Financial, Inc. a company whose principal place of business is in the United States nor with The Prudential Assurance Company, a subsidiary of M&G plc, a company incorporated in the United Kingdom.


About Prudential in Thailand

Prudential has operated in Thailand for more than 25 years through Prudential Life Assurance (Thailand) Public Company Limited. Prudential serves more than 1.6 million customers in Thailand and manages more than Thai Baht 112 billion of assets on their behalf. In 2020 the Thailand business grew IFRS operating profits by 23 per cent to USD 203 million and Life Weighted Premium by 8 per cent to USD 667 million. (31 December 2020 figures).


About SuperM

SuperM, described as 'The Avengers of K-pop', was formed in 2019 by SM Entertainment and Capitol Music Group. The supergroup consists of seven members from SM Entertainment’s multi-platinum boy bands: TAEMIN from SHINee, BAEKHYUN and KAI from EXO, TAEYONG and MARK from NCT 127, and TEN and LUCAS from WayV. The first Asian music act in history to ever top the prestigious US Billboard 200 album chart with a debut release, SuperM has achieved impressive international success by also hitting #1 on Billboard's Artist 100, Top Album Sales, Top Current Albums, Digital Albums, Internet Albums, World Albums, and World Digital Song Sales charts.