Malaysians were thrilled to welcome international football and lifestyle icon David Beckham, who was in Kuala Lumpur on 22 September 2017 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.

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 honored 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 healthy 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 organized a day filled with events and activities that centered 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 organize fun challenges such as the Reebok Jacob’s Ladder, Fitbit Vital Rush (Human Pacman) and Jaya 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.

For more information, visit or their Facebook page @AIA Malaysia.

To view the ‘What’s Your Why?’ video, visit

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