ABHISHEK LAW, November 16, 2014
Apollo Munich Health Insurance Co Ltd is now looking to extend its Indian Super League (ISL) football connect with a variety of marketing and branding initiatives.
The company, a co-sponsor for the Kolkata franchise Atletico de Kolkata, will be spending approximately 10 crore over the next three years to carry out such football-centric initiatives.
According to Antony Jacob, CEO, Apollo Munich will look to bring to light the various health issues, including lifestyle diseases, and indirectly promote health insurance.
Targeting Tier 2, 3, 4 and 5 cities, most of its immediate marketing activities will be centred around Kolkata and the suburbs.
“Football has started gaining popularity across the country. And we would like to take this opportunity to create health awareness amongst the kids and their parents,” he said.
India has one of the lowest health insurance covers per person.
Market sources indicate that just 75 million people in the country (out of 1.2 billion) have health insurance cover.
The premium per person, per annum in India is as low as 2,000.
One such marketing initiative will see Apollo Munich come up with a new website, “letsuncomplicatefootball.com”.
The website will have short training videos featuring various Atletico de Kolkata stars. It will look to help youngsters understand the game. And also feature fitness clips and warm-up exercise videos.
“Work on the website has already begun and it should be in place by next fiscal,” Jacob added.
The company currently has 10 offerings in the health insurance segment and is looking to have an annual premium of 850 crore by the end of this fiscal.
For FY-14, its annual premium collections stood at 685 crore.