MSIG launches an interactive, choose-your-own-adventure film in its latest ‘Help Me Leh’ campaign

14 Sep 2020
HelpMeLeh Campaign

MSIG Singapore’s latest marketing campaign lets consumers decide on what happens to the lead character in an interactive, choose-your-own-adventure film.

Titled ‘Help Me Leh’, the film follows the various decisions that its male protagonist, Chris, has to make as he finds himself in sticky situations involving the two important women in his life – his mum and his wife. It is a story that many couples can relate to easily and empathise with the lead character. The content is delivered in localised humour to introduce the topic of insurance without it being too serious.

“Videos are often created as a one-way communication. Here, our viewers get to decide on how the story will play out which makes it more engaging for them to watch on. The unique storytelling format also helps to bring better recall as they are in control of the character’s decisions,” said Mr. Steven Leong, Senior Vice-President, Consumer and Digital Distribution, MSIG Singapore.

As the campaign title suggests, viewers are asked to make the choices for Chris’ life. At each open-ended scene, Chris will appeal for viewers’ help before the next turn in the story. With seven major storylines, the unexpected ending of each plot helps to contextualise the importance of general insurance protection as the story unfolds, according to the viewer’s choice. At the end of each story, there are also bite-sized tips to help viewers better understand what insurance covers.

To reward viewers for completing all seven stories, MSIG is giving away $5,000 worth of prizes in a sure-win rewards program. Each participant is entitled to a reward comprising of either S$50 shopping vouchers or an exclusive promotional code for selected MSIG products.

How to Participate:

1. Scan the QR code to watch the interactive film at

HelpMeLeh microsite QR code

2. Click ‘Play Now’ and start the first story

3. Select your choice at each scene presented during a story. Each story duration is about 4 minutes.

4. At the end of each story ending, click ‘Play Now’ or ‘Storylines’ to view more videos

5. Complete all seven story endings to unlock the registration form and be rewarded with either of the following -

  • S$50 shopping vouchers
  • Exclusive promotional code for selected MSIG products

As part of the campaign, a series of teasers will kick off on social media to spark conversations on our everyday choices. MSIG’s #HelpMeLeh campaign runs until 30 November 2020, and is featured on television, digital display screens, online and social media platforms.

“As we move through life, general insurance helps to provide a financial safety net so we can take care of our loved ones beyond the material and financial things in life. Making the right choice with the right insurance protection, can make a difference to your situation. Our latest marketing campaign seeks to bring across this message in a light-hearted manner and has anchored it creatively through an interactive, choose-your-own-adventure film,” Mr. Leong added.

Learn more about MSIG’s products and help Chris make the right choice at


About MSIG Insurance (“MSIG Singapore”)

A leading general insurer with a local presence of over 100 years, MSIG Singapore offers an extensive range of insurance solutions for commercial and personal risk protection, enabling the security and safety of individuals and businesses. MSIG Singapore holds an A+/Stable financial rating by Standard & Poor's.

A testament to its growing strength and influence, MSIG Singapore has garnered numerous awards for delivering digitally innovative and customer-centric solutions. It was named Asia's Most Transformative Insurer (2019) by the IDC Financial Insights and The Digital Insurer of the Year (2018) by The Asset, an independent financial research publication in Asia.

MSIG Singapore is a subsidiary of Mitsui Sumitomo Insurance Co., Ltd, and a member of the MS&AD Insurance Group – one of the largest general insurance groups in the world with presence in 46 countries and regions globally, 18 of which are in Asia Pacific including all ASEAN markets as well as in Australia, New Zealand, China, Hong Kong, Taiwan, Korea and India. Headquartered in Japan, MS&AD is ranked 5th* among non-life insurance groups in the world based on gross revenue.

* 2019 Fortune Global 500, Property & Casualty Insurance Category

For more information and media enquiries, please contact:


Carole Chow

AVP, Branding & Corporate Communications

MSIG Insurance (Singapore) Pte. Ltd.


D: +65 6827 7686


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