Backed by the Lion!

The “ظهرك أسد” (Your Back is a Lion) campaign for Bima positions the lion not just as a mascot, but as a living embodiment of the brand itself. The lion symbolizes Bima’s strength, reliability, and unwavering support. Qualities customers can depend on every day. Through striking visuals and witty, culturally resonant copy, the campaign redefines insurance from being seen as boring or intimidating into something empowering, approachable, and even fun. The lion—confident, protective, and humorous—serves as Bima’s voice, directly representing the brand’s promise: “Protected.” This execution makes insurance memorable and culturally relevant, ensuring that every interaction with Bima is associated with boldness, trust, and security.