New brand campaign launches 3 January

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

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

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

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"Too often insurance is
seen as remote and distant. But Prudential is changing all that. "We DO" means
we are a part of our customers' world. We are here for them however they want
to reach us, with technology that broadens our human interactions. Prudential
is the insurer for the people who DO,"�said Anthony Shaw, PCA's Chief Customer and Marketing
Officer.

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Prudential's brand
commitment and dynamic "We DO" campaign will be launched across 10 markets across
Asia[1],
starting today in Hong Kong.�"We DO" is an integrated
campaign across multi-touchpoints, including television, newspaper, outdoor and
online. The television advertisement can be viewed here.

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About Prudential Corporation Asia ("PCA")

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

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

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Eastspring Investments manages assets on behalf
of retail and institutional investors. It is one of the region's largest asset
managers, with a presence in 10 major Asian markets as well as distribution
offices 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 of
asset classes.

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*Prudential plc is
incorporated in England and Wales, and its affiliated companies constitute one
of the world's leading financial services groups. It provides insurance and
financial services through its subsidiaries and affiliates throughout the
world. It has been in existence for 170 years and has �664 billion in assets under
management (as at 30 June 2018). Prudential plc is not affiliated in any manner
with Prudential Financial, Inc, a company whose principal place of business is
in the United States of America.

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