Bidvest Life, previously known as FMI, aired a TVC to create awareness around its rebranding, while promoting its income protection. The ad features a woman going about her day and accidentally falling off a ladder at work. The ad states that people should take care of their income first. Without it, one would not be able to take care of all the other things. In addition, Bidvest Life posted a video on YouTube to introduce itself, explaining how it is not a traditional insurer and will “…continue to push the narrative on income first”.
