Prudential Life Insurance Ghana (PLIG) has affirmed its commitment toward making insurance accessible to all by launching an affordable micro-insurance product, Mekakrawa, at the Kejetia Market in Kumasi.
The launch of Mekakrawa also marked the 175th anniversary of Prudential Life Insurance globally, and nine years of providing health and life insurance in Ghana.
The launch attracted a diverse range of attendees, media and key figures including Dr. Hazel Berrard Amuah, CEO-Prudential Life Insurance Ghana; Farouk Dramani, Ashanti Regional Manager-National Insurance Commission; Nana Akwasi Prempeh, President- Federation of Kumasi Traders; Nana Yaa Boadu, Queenmother of Kejetia Market; and Nana Agyenim Boateng, Ejisu Edwenase Gyasihene.
The product, which draws its concept from the ‘widow’s mite’, will give Ghanaian workers – particularly those in the informal sector – an opportunity to access insurance with minimum premium contributions of GH¢3 and maximum contributions of GH¢45.
The product is digitally accessible by dialling *778# for MTN users to subscribe. It offers a number of covers including death, total and permanent disability, accidental death and critical illness.
Staff, financial consultants and other strategic partners gathered in the market centre to outdoor the product amid dancing, cheer and fun-filled activities.
Dr. Hazel Berrard Amuah, Chief Executive Officer-Prudential Life Insurance Ghana said: “Traditionally, insurance has been perceived as inaccessible to the average person, with misconceptions often side-lining those without banking facilities. With Mekakrawa, we aim to bring the benefits of insurance to the doorstep of every Ghanaian, regardless of their income or banking status. This product is a testament of our commitment to financial inclusion and our belief that everyone deserves protection and peace of mind.”
Mr. Farouk Dramani, Ashanti Regional Manager-National Insurance Commission, lauded the company for its product – saying that the benefits make it an attractive option for regular Ghanaians. He commended the company for its contributions to promoting a culture of financial literacy and protection.
The company also revealed its brand ambassadors for the 360 corporate campaign, including veteran actor Fred Amugi; national dance sensation Danita Yeboah, aka Afronita; and celebrated actor and comedian Kojo Nkansah, aka Li’l Win. They expressed gratitude to be joining the Prudential family, and pledged their support in helping Prudential help Ghanaians get the most out of life.
“We carefully selected these ambassadors, not only because they are doing remarkable things in their own fields but because they represent the target audience and dynamism of Mekakrawa. Insurance is not for the old, sick or rich. Insurance is for the young, strong and masses. Mekakrawa represents our tagline and our purpose, because we took time to listen, understand and then deliver to help people make the most out of life,” adds Dr. Amuah.
The launch was climaxed with a float through the principal streets of Kumasi, to spread the word on the product and enlighten prospective clients of the need for insurance. Attendees also participated in various engaging activities to win exciting souvenirs, courtesy of Prudential Life Insurance Ghana.
