‘Digital is our approach. We have tested TV but it didn’t work out in our favour’
Tetsuya Yamada, MD of Omron Healthcare India, and actor Milind Soman speak to e4m
Omron Healthcare India, the Indian arm of the Japanese brand offering home blood pressure monitoring and solutions for cardiovascular disease management, has announced a collaboration with supermodel and fitness enthusiast Milind Soman to enhance awareness around adopting home monitoring as an essential constituent of health regime.
In an exclusive interview with e4m, Tetsuya Yamada, MD of Omron Healthcare India, and Soman spoke about their association.
Speaking on India as a market, Yamada said, “In terms of the market, the big difference is in detailing and the diversity of this market. India is much more fragmented compared to the markets.”
“Our primary target market starts from 18 years, and in terms of geographical coverage, we are focusing on metro cities, as well as the tier two cities. We are starting to explore the region also but we need to find a good distribution channel because people from the region also have these devices, and when we ask them how did you get access to these devices, they tell us they order from e-commerce platforms. We want to establish a distribution channel for these regions and make it more accessible.”
Talking about their marketing approach, Yamada said, “Digital is our approach, mainly social media. We have tested TV but it didn’t work out in our favour. We are also onboarding regional as well as mainstream influencers.”
On his association with Omron, Soman said, “Fitness is simple and easy and does not require much investment. And they you want to leverage these insights and inculcate them in their fitness journey to monitor the direction in which you are going.”
Speaking on the checks and balances he keeps in mind for brand associations, Soman said, “I would not associate myself with products like alcohol, gambling, tobacco. If I feel that it's something that actually adds some kind of value, I am keen to do it. I love to be healthy.”
Asked if he has any plans to invest in startups and businesses, Soman said, “I haven’t found any brands yet, that I would want to invest in.”
