Ageas Federal Life Insurance has rolled out a campaign which consists of film 'cradle to crease' featuring cricketer Sachin Tendulkar. 

Conceptualised by VML, the film showcases Tendulkar's debut at the age of 16, illustrating his ability not only to keep pace with the future but also to outpace it. Seamlessly transitioning into different ages before that through AI, it underscores the significance of financial preparedness, connecting Tendulkar's journey to the broader theme of proactive planning for the future.

What we think about it: Skillfully blends Tendulkar's inspirational journey with financial wisdom, striking a chord with viewers of all ages. The icing on the cake is that it positively leverages AI, swiftly conveying the message within a minute. This is crucial in captivating today's fleeting attention spans while maintaining the integrity of creative storytelling.

Erum Kidwai, sr. vice president & head- marketing at Ageas Federal Life Insurance, said, “With 'Cradle to Crease' we aim to redefine the narrative surrounding financial planning and insurance. Sachin Tendulkar's journey serves as a powerful reminder that there is no fixed age or time to prioritise financial security. Through this film, we seek to inspire individuals to take charge of their future fearlessly and embrace a proactive approach towards financial planning through insurance."

He added, “Be it our Young Sachin campaign, The Boy Who Dreamed, SachinVerse campaign or the present Cradle to Crease Ad, we are proud to be the first brand in the BFSI sector in India to integrate Gen AI and Deep Fake positively to educate audiences about the necessity of Life Insurance in a way that is relatable to today’s tech savvy audience.  These campaigns also ensure that they appeal to the entire spectrum of our target audience from all age groups."

Mukund Olety, CCO VML, shared, “By using Sachin Tendulkar's journey, we aim to redefine the narrative around financial planning and insurance, emphasizing that there's no fixed age or time to prioritize financial security. VML is proud to create a campaign for AFLI, making it the first brand in India's BFSI sector to use DeepFake technology positively. This combination of creativity and technology allows us to educate audiences about the importance of life insurance in a way that connects with today’s tech-savvy generation."

The campaign was rolled out on 6 May on YouTube and Instagram.