AgTalk | Our focus is about 'your health': Max Bupa's Damien Marmion

With numerous competitors around, each financial / insurance brand follows a specific approach to communicate and reach out to people, that will help them turn their efforts to conversions (in terms of consumers of their product). Max Bupa Health Insurance Company Ltd. (Max Bupa), one of the leading health insurance companies, is a company that stands strong on its mission which says, help customers live healthier and more successful lives by providing expertise as healthcare partners.

Adgully caught up with Damien Marmion, CEO, Max Bupa Health Insurance, to find out more about their ways of reaching out to their customers, especially through their association with Lakme Fashion Week Winter / Festive 2011.

Adgully: Firstly, tell us how and why did the association with Lakme Fashion Week come about?

Damien Marmion: The reason why we are associating with Lakme fashion Week is that, it reaches the population which is really in need of growing its awareness on health. It's a young population, which needs to understand about health, what it means to them and their family. So that's the reason why we chose a platform like this.

AG: What kind of mileage do you feel that a brand like yours will derive from this association?

DM: The main focus here is bringing together health and well being; it is about looking good and feeling good. Max Bupa is about making sure that people have a health promise, and that people are actually health. So, one is not only looking and feeling good, but being good as well.

AG: Can you share with us any of your health promises.

DM: Well I have taken loads of health promises over the years. My family and I live in India, where we find it difficult to make time for exercise. So the recent health promise that I have made, is to spend at least two hours of exercise every week with my kids. So that helps me spend some quality time with my kids, while we will be exercising, we shall be a part of healthy living.

AG: Do you think this type of association would motivate more designers to create and design their collections in that direction.

DM: We through our association have come across a lot of designers. Manish Malhotra has spoken of how the whole designer community is very conscious about health. It is a part of the way of being and living in their business. So be it association with the fashion community or films, a lot of people here do have health concerns. So for this people opt for gyming, eating healthy so that they not only look healthy, but feel healthy as well, thus maintaining a persona. But at the end of the day, it's not only about upholding a persona, but that of health. It's not only for yourself, but for loved ones also.

AG: Also, do you think your association with LFW will inspire and initiate more brands in your line to get associated with LFW.

DM: Max Bupa is probably the only brand that has the brand equity of putting "your health first". Others are looking for making claims, financial services. Our focus is about 'your health' - the customer's health.

AG: On the marketing and sales front, do you see this association helping you in the Indian market?

DM: Yes, particularly because a large part of the Indian population is youth. And events like Lakme Fashion Week are comparatively viewed more by these sections as well. People belonging to an age like mine, that is 40 years and above, will have an overview of the event, unlike people in their 20's and 30's who shall keep a keen eye on these events, holding a desire to own a design or an outfit. So, I think there is a good and strong association with the younger population of India, where the majority of Indians are. This is also the section where majority of diseases shall find shelter in the future. Therefore this, we believe is the right population to look at through the right platform like Lakme Fashion Week. | By Ankita Tanna [ankita(at)adgully.com]