Ageas Federal Life Insurance has announced the launch of its #FutureFearless brand campaign primarily targeted at parents. The brand campaign portrays a fresh perspective to #FutureFearless, told through the lens of Ageas Federal’s brand ambassador and the former Indian cricketer, Sachin Tendulkar.
Using Deep Fake AI Video Regeneration Technology to recreate an 11-year-old Tendulkar, the campaign film is a fresh, contemporary way of storytelling. In the film, a quietly confident, young Tendulkar records a special message for his older self on being fearless despite the hurdles of the world.
At the end of the film, referring to his own childhood experiences, he urges parents not to fear the future but to prepare for it.
Karthik Raman, Chief Marketing Officer and Head – Products, Ageas Federal Life Insurance, said, “Our brand ambassador, Sachin Tendulkar is the perfect embodiment of being #FutureFearless. Un-deterred by any hurdles that life threw at him, he persevered with determination to achieve his dreams and build his future. Our aim through this campaign, is to use Sachin’s example to encourage parents to wisely plan for their children’s future. We are going through uncertain times but with financial discipline and timely investment in life insurance, parents can help fulfil the fearless dreams of their children.”
“We are also excited about our brand film which uses DeepFake AI Video Regeneration Technology to portray a young Sachin at the age of 11 years. While we have watched the Master Blaster innumerable times as an adult, we did not have any pre-existing footage of him as a child. Hence, we completely relied on this technology to de-age him and create the video,” Raman added.
The #FutureFearless campaign was conceptualised and created in partnership with VMLY&R India. It is a completely digital-led campaign using social media platforms, influencer pages, and different digital media like OTT platforms and news sites.
Mukund Olety, Chief Creative Officer, VMLY&R India, said, “It’s amazing what we can do with technology. We can tell stories that could have never been told before. We wanted an inspiring figure to convince parents to overcome their fears with better financial planning from Ageas Federal Life Insurance, and who better than our protagonist - the 11-year-old Sachin. While we knew this was something we could achieve using technologies such as DeepFake AI, unfortunately for us, we didn’t have any pre-existing videos of Sachin as a child. Instead of letting that stop us, we found our way through custom tech innovations.”
Olety added, “This is perhaps the first time a person is being de-aged by so many years. Not just that, even the voice is de-aged. We recorded the adult Sachin and de-aged his voice to make sure it had realistic notes and nuances, things people recognise about him today.”
The campaign stems from the #FutureFearless survey conducted by Ageas Federal Life Insurance with research partner, YouGov India, which examined the impact of the Covid-19 pandemic on the financial preparedness of Indian parents in planning for their children’s education, career and other life goals.
Findings from the survey revealed that saving for their children’s future emerged as the one of the top priorities for parents, amid pandemic-led forced cut down on savings and investments, after addressing medical exigencies.
Moreover, with the increasing cost of education along with parents’ ambitions for their children, saving for academics has taken precedence over other life goals for their children like saving for marriage or setting up a business.
Chief Creative Officer: Mukund Olety
Executive Creative Director: Rajshekar Patil
Associate Creative Director (Copy): Yash Modi
Associate Creative Director (Art): Jitesh Raut
Copywriters: Rajshekar Patil, Mukund Olety, Anushka Bose
Art Directors: Harsh Vardhan, Sayali Eksambekar
Hindi Translation: Amogh Purohit
Executive Vice Precident: Saurabh Mathur
Client Services Director: Tejal Turakhia
Group Account Manager: Tamalika Saha
Production House: Monkey On Hot Bricks
Director: Shaunit Motwani
Producers: Junaid Pandrowala and Shabbir Motiwala
Cinematography: Mitesh Mirchandani
Art Director: Surabhi Laddha
Editor: Akshay Mehta
Music Director: Adnan Sidiqqui
Sound Engineer: Ninad Nad
VFX: Metropolitana - Barcelona and Vinay Goenka India