Karthik Raman, chief marketing officer and head - products, Ageas Federal Life Insurance, talks about the need for India Inc to invest in sports
Support from brands can go a long way for these deserving para-athletes. Image: Shutterstock
In an exclusive interview with Storyboard18, Karthik Raman, chief marketing officer and head - products, Ageas Federal Life Insurance, talks about the need for India Inc to invest in sports with a vision for the future, the potential of Indian para-athletes, and more.
Read on.
Q. Tell us about the company’s commitment to sports marketing? What are the short and long term plans?
Our purpose at Ageas Federal is to empower people to create and lead the lifestyle of their choice. So, while one part of this empowerment is financial planning and timely investment in life insurance, we also believe an individual needs to focus on his physical health and fitness to live a holistic life. After all, good health is the best insurance one can have.
Over the years, we have been using the platform of sports to communicate our purpose to our customers and other audiences. With the cricketing space dominated by huge corporations with deep pockets, we decided to look at other sports where we could make a difference. Running makes the most sense since it is the easiest way to get fit. We have been organising our hugely popular marathons in Mumbai, New Delhi, Kochi, and Kolkata since 2016, and our efforts have greatly helped build the running culture in the country. We have also been associated with other sports such as badminton and football, supporting various programmes and academies that provide high-quality training and infrastructure to players at the grassroots level.