Press Release


AIA and David Beckham Call on Malaysians to Lead Healthy Lives

22 September 2017 dot 7 mins read

Kuala Lumpur was Beckham’s Last Stop for the AIA Healthy Living Tour which He Undertook as Part of the ‘What’s Your Why?’ Campaign Launch

Kuala Lumpur, 22 September 2017 – Malaysians were thrilled to welcome international football and lifestyle icon David Beckham, who was in Kuala Lumpur today as part of the AIA Healthy Living Tour. 

The Tour, which included stops in Hong Kong, South Korea and Singapore, was held in conjunction with the formal launch of ‘What’s Your Why?’, AIA’s major new campaign in the Asia-Pacific region that saw the insurer and Beckham coming together to help people live longer, healthier, better lives.

Beckham is also the face of the ‘What’s Your Why?’ campaign, which he launched at an event held at Mandarin Oriental, Kuala Lumpur earlier today.

The ‘What’s Your Why?’ campaign features a video that was directed and filmed by Academy Award-winner, Wally Pfister, on location in Bangkok. It showcases personal stories of people and their motivations for leading a healthy lifestyle, including why Beckham himself leads a healthy life.

Anusha Thavarajah, Chief Executive Officer of AIA Bhd. said, “David is someone respected and admired internationally. We are honoured to partner with him to inspire people across Asia-Pacific, including here in Malaysia, to take better care of their health”.

“The ‘What’s Your Why?’ campaign showcases the many reasons why people want to lead a healthy lifestyle. This is a timely message as there has been a rise in lifestyle diseases over the years. As a strong health advocate in Malaysia, we at AIA hope that Malaysians, too, will be inspired by this message and find their own reasons for wanting to take steps to lead a healthier life,” continued Thavarajah.

Beckham said, “I am pleased to be part of the ‘What’s Your Why?’ campaign, which I hope will resonate with Malaysians looking to maintain a healthy lifestyle”.

"I am very fortunate in my life that my career has allowed me to maintain a good level of fitness.  People have incredibly busy lives so hopefully there are simple ways that we can help families keep active and healthy,” he added.

Beckham’s visit to Kuala Lumpur also coincided with AIA Vitality’s first anniversary in Malaysia. To celebrate this milestone, AIA organised a day filled with events and activities that centred on health and wellness.

The AIA Vitality Wellness Festival was the highlight of the anniversary celebration. Held in the Kuala Lumpur Convention Centre, festival goers were able to take part in various fitness activities including rock climbing, Zumba and Body Combat. AIA Vitality partners also collaborated to organise fun challenges such as the Reebok Jacob’s Ladder, Fitbit Vital Rush (Human Pacman) and Jaya Grocer Grocery Dash.

Making his appearance at the Festival, Beckham presented prizes to winners of AIA’s social media contest. The winners were challenged to complete a healthy activity each week for three consecutive weeks. The activities included eating a healthy meal, doing squats and exercising with friends.

The star also took time to meet children who are beneficiaries of AIA Touching Lives, AIA Malaysia’s signature CSR programme. Beckham collaborated with the children on an art piece and answered some questions that the young ones had for him.

Understanding that health is about diet as much as exercise, AIA also took the opportunity to shine a spotlight on healthy eating earlier in the day. The insurer hosted the AIA Vitality Healthy Nasi Lemak Challenge, inviting three Food & Beverage brands, The Good Co., dahmakan and Meal in Box, to create their own versions of a healthy nasi lemak. Beckham was joined by Chief Marketing Officer of AIA Bhd., Eric Chang, and winner of Masterchef Selebriti Malaysia Dato’ Fazley Yaakob to taste each chef’s healthy take on Malaysia’s favourite dish.


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About AIA Bhd.

AIA Bhd. is a leading insurer in Malaysia, where we have been privileged to do business since 1948. We offer a suite of financial solutions including Protection, Health, Personal Accident, Employee Benefits, General Insurance, Mortgage, Retirement and Family Takaful products to meet our customers’ protection and financial security needs at every life stage. Through our wide and diverse distribution footprint which comprises a 13,500 strong Life Planner force, our exclusive bank partner’s branches nationwide as well as corporate sales teams and brokers, we give our customers the choice of deciding how, when and where they connect with us.

Part of the AIA Group, the largest independent publicly listed pan-Asian life insurance group, AIA Bhd. has the financial strength, experience, service centre network and a well-trained team of more than 2,000 staff to serve our 3 million customers nationwide.

As at 30 November 2016, AIA Bhd.’s total asset worth was RM48 billion, with a paid-up capital of RM767 million.

About AIA

AIA Group Limited and its subsidiaries (collectively “AIA” or the “Group”) comprise the largest independent publicly listed pan-Asian life insurance group. It has a presence in 18 markets in Asia-Pacific – wholly-owned branches and subsidiaries in Hong Kong, Thailand, Singapore, Malaysia, China, Korea, the Philippines, Australia, Indonesia, Taiwan, Vietnam, New Zealand, Macau, Brunei, Cambodia, a 97 per cent subsidiary in Sri Lanka, a 49 per cent joint venture in India and a representative office in Myanmar.

The business that is now AIA was first established in Shanghai almost a century ago. It is a market leader in the Asia-Pacific region (ex-Japan) based on life insurance premiums and holds leading positions across the majority of its markets. It had total assets of US$185 billion as of 30 November 2016.

AIA meets the long-term savings and protection needs of individuals by offering a range of products and services including life insurance, accident and health insurance and savings plans. The Group also provides employee benefits, credit life and pension services to corporate clients. Through an extensive network of agents, partners and employees across Asia-Pacific, AIA serves the holders of more than 30 million individual policies and over 16 million participating members of group insurance schemes.

AIA Group Limited is listed on the Main Board of The Stock Exchange of Hong Kong Limited under the stock code “1299” with American Depositary Receipts (Level 1) traded on the over-the-counter market (ticker symbol: “AAGIY”).

About AIA Vitality

AIA Vitality is Asia’s first and only comprehensive science-backed wellness programme. It provides members with the knowledge, tools and motivation to help them make achievable steps to meet health goals and bring about long-term positive behavioural change regarding dedication to maintaining a healthier lifestyle.

AIA Vitality members are incentivised to actively engage in health and wellness activities by offering them a range of benefits including extra insurance benefits on selected insurance and Takaful plans as well as savings and discounts from AIA Vitality partners.

Learn more about AIA Vitality at