New brand campaign launches 3 January

HONG KONG, CHINA - Media OutReach - 3 January 2019 - In Asia, billions of people are looking to progress inlife -- with big dreams, energy and a work ethic to match. For consumers oftoday and tomorrow who are living life at full speed in a digital world, PrudentialCorporation Asia is reinforcing its commitment with "Listening. Understanding. Delivering."

Prudential is also launching a campaign called "WeDO", designed to celebrate, acknowledge and centre around the drive andoptimism of people who do and what the company can do for them.

For more than 95 years inAsia, Prudential has helped customers to confidently pursue their dreams andpassions by taking care of what is important to them: protecting their families,keeping them healthy, building their savings and wealth, and helping them planfor their retirement. To date, it has more than 15 million customers in 12markets across the region.

"Too often insurance isseen as remote and distant. But Prudential is changing all that. "We DO" meanswe are a part of our customers' world. We are here for them however they wantto reach us, with technology that broadens our human interactions. Prudentialis the insurer for the people who DO," said Anthony Shaw, PCA's Chief Customer and MarketingOfficer.

Prudential's brandcommitment and dynamic "We DO" campaign will be launched across 10 markets acrossAsia[1],starting today in Hong Kong. "We DO" is an integratedcampaign across multi-touchpoints, including television, newspaper, outdoor andonline. The television advertisement can be viewed here.

About Prudential Corporation Asia ("PCA")

PCA is a business unit of Prudential plc*(United Kingdom), comprising its life insurance operations in Asia and itsasset management business, Eastspring Investments. It is headquartered in HongKong.

PCA is a leading life insurer that spans 12markets in Asia, covering Cambodia, China, Hong Kong, India, Indonesia, Laos,Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam. Prudentialhas a robust multi-channel distribution platform providing a comprehensiverange of protection, savings and investment products to meet the diverse needsof Asian people.

Eastspring Investments manages assets on behalfof retail and institutional investors. It is one of the region's largest assetmanagers, with a presence in 10 major Asian markets as well as distributionoffices in the US and Europe. It has £138 billion in assets under management(as at 30 June 2018) and provides investment solutions across a broad range ofasset classes.

*Prudential plc isincorporated in England and Wales, and its affiliated companies constitute oneof the world's leading financial services groups. It provides insurance andfinancial services through its subsidiaries and affiliates throughout theworld. It has been in existence for 170 years and has £664 billion in assets undermanagement (as at 30 June 2018). Prudential plc is not affiliated in any mannerwith Prudential Financial, Inc, a company whose principal place of business isin the United States of America.

Prudential plc is listed onthe stock exchanges of London (PRU.L), Hong Kong (2378.HK), Singapore (K6S.SG)and New York (PUK.N).