Manulife Philippines Wins “Most Creative Marketing Campaign” at InsuranceAsia News Awards for Excellence 2025
Passions of a SAHM
November 01, 2025
Manulife Philippines, the local arm of leading international financial services provider Manulife, has once again proven its leadership in customer engagement and storytelling. The company was honored with the Most Creative Marketing Campaign in the Philippines award at the InsuranceAsia News Country Awards for Excellence 2025, a prestigious recognition that celebrates innovation, creativity, and impact within Asia’s insurance industry.
The award-winning campaign, “Manulife Stories,” captured the hearts of Filipinos by featuring real-life testimonies from customers whose lives were transformed through Manulife’s insurance solutions. Each story powerfully demonstrated how financial protection and proper planning can provide hope, stability, and empowerment during life’s most challenging moments.
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Through the campaign, Manulife Philippines went beyond traditional advertising—shifting the spotlight from products to people. By sharing authentic stories of strength and resilience, the brand illustrated how insurance can be a life partner that evolves with the changing needs of every Filipino family.
Real Stories of Hope and Resilience
The Manulife Stories campaign highlighted several inspiring journeys that resonated with Filipinos from all walks of life:
Marielle, a young woman who was able to complete medical school after receiving the insurance benefit from her late mother’s policy.
Yvonne, who used her husband’s death benefit to fulfill his dream of sending their child to nursing school.
KL, a mother who utilized her policy’s living benefits to undergo a successful IVF procedure, giving her the chance to grow her family.
Peach, an HIV-positive transgender woman who achieved financial independence and was able to provide for her family through disciplined savings and insurance planning.
Mark, a devoted father of a child with special needs, who secured essential health coverage for his son with Manulife’s tailored plans.
Each of these stories showcases how Manulife’s comprehensive products and personalized solutions help Filipinos overcome personal struggles while pursuing their dreams.
Purpose-Driven Marketing: Empowering Filipino Lives
According to Sonali Verma, Chief Marketing Officer of Manulife Philippines, the recognition affirms the company’s unwavering mission to serve its customers with empathy and purpose.
“Our mission to make decisions easier and lives better for our customers in the Philippines comes to life through the Manulife Stories campaign,” Verma said. “These experiences remind us that our interactions go beyond business transactions. They reflect our genuine commitment to being the trusted partner of Filipino families in their journey toward a better, more financially secure future.”
The campaign also underscores Manulife’s ongoing efforts to humanize insurance—making it more relatable and accessible by focusing on real outcomes rather than abstract numbers. Through emotional storytelling and relatable narratives, the company continues to strengthen its reputation as a brand that truly understands the hopes, fears, and aspirations of its customers.
Recognizing Excellence in the Insurance Industry
The InsuranceAsia News Country Awards for Excellence is a leading industry recognition platform that celebrates outstanding achievements across Asia’s insurance markets. Now in its third year, the 2025 edition of the awards honors companies and individuals who demonstrate exceptional innovation, customer focus, and service excellence.
InsuranceAsia News, a top regional publication, provides expert commentary, in-depth analysis, and industry insights that help shape the future of insurance across Asia.
Manulife’s win reaffirms its position as a trailblazer in creative marketing and customer engagement, setting a benchmark for purpose-driven communication in the insurance industry. Through campaigns like Manulife Stories, the company continues to champion its core belief that behind every policy is a story of courage, care, and hope for a better tomorrow.
Manulife Philippines, the local arm of leading international financial services provider Manulife, has once again proven its leadership in c...The award-winning campaign, “Manulife Stories,” captured the hearts of Filipinos by featuring real-life testimonies from customers whose lives were transformed through Manulife’s insurance solutions. Each story powerfully demonstrated how financial protection and proper planning can provide hope, stability, and empowerment during life’s most challenging moments.
.jpg)
Through the campaign, Manulife Philippines went beyond traditional advertising—shifting the spotlight from products to people. By sharing authentic stories of strength and resilience, the brand illustrated how insurance can be a life partner that evolves with the changing needs of every Filipino family.
Real Stories of Hope and Resilience
The Manulife Stories campaign highlighted several inspiring journeys that resonated with Filipinos from all walks of life:
Marielle, a young woman who was able to complete medical school after receiving the insurance benefit from her late mother’s policy.
Yvonne, who used her husband’s death benefit to fulfill his dream of sending their child to nursing school.
KL, a mother who utilized her policy’s living benefits to undergo a successful IVF procedure, giving her the chance to grow her family.
Peach, an HIV-positive transgender woman who achieved financial independence and was able to provide for her family through disciplined savings and insurance planning.
Mark, a devoted father of a child with special needs, who secured essential health coverage for his son with Manulife’s tailored plans.
Each of these stories showcases how Manulife’s comprehensive products and personalized solutions help Filipinos overcome personal struggles while pursuing their dreams.
Purpose-Driven Marketing: Empowering Filipino Lives
According to Sonali Verma, Chief Marketing Officer of Manulife Philippines, the recognition affirms the company’s unwavering mission to serve its customers with empathy and purpose.
“Our mission to make decisions easier and lives better for our customers in the Philippines comes to life through the Manulife Stories campaign,” Verma said. “These experiences remind us that our interactions go beyond business transactions. They reflect our genuine commitment to being the trusted partner of Filipino families in their journey toward a better, more financially secure future.”
The campaign also underscores Manulife’s ongoing efforts to humanize insurance—making it more relatable and accessible by focusing on real outcomes rather than abstract numbers. Through emotional storytelling and relatable narratives, the company continues to strengthen its reputation as a brand that truly understands the hopes, fears, and aspirations of its customers.
Recognizing Excellence in the Insurance Industry
The InsuranceAsia News Country Awards for Excellence is a leading industry recognition platform that celebrates outstanding achievements across Asia’s insurance markets. Now in its third year, the 2025 edition of the awards honors companies and individuals who demonstrate exceptional innovation, customer focus, and service excellence.
InsuranceAsia News, a top regional publication, provides expert commentary, in-depth analysis, and industry insights that help shape the future of insurance across Asia.
Manulife’s win reaffirms its position as a trailblazer in creative marketing and customer engagement, setting a benchmark for purpose-driven communication in the insurance industry. Through campaigns like Manulife Stories, the company continues to champion its core belief that behind every policy is a story of courage, care, and hope for a better tomorrow.
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