Square Toiletries Ltd – Supermom Diapers

In 2019, Carnival Assure partnered with Square Toiletries Limited, one of Bangladesh’s leading diaper manufacturers, to launch a first-of-its-kind initiative that bundled free health and life insurance with Supermom Diapers. Through this groundbreaking model, every purchase of Supermom provided families with monthly insurance coverage for both parents and their baby—at no additional cost. Over the course of the project (November 2019 to December 2022), more than 161,000 families benefited from this protection, with a total premium value of BDT 2,671,800. The initiative not only ensured peace of mind for parents but also set a new benchmark by integrating essential financial security into everyday consumer products. Square Toiletries gained stronger customer loyalty and brand differentiation by positioning Supermom as a symbol of care and protection, while Carnival Assure demonstrated market innovation by introducing the first FMCG-integrated insurance model in Bangladesh. Recognized for its impact, this initiative won the Bangladesh Innovation Award 2022 in the Innovation in Insurance category, underscoring how collaboration between consumer brands and insurance providers can drive both customer value and social impact.