The #FutureFearless campaign was conceived and created in collaboration with VMLY&R India

Ageas Federal Life Insurance has launched the #FutureFearless campaign together with brand ambassador Sachin Tendulkar. The #FutureFearless campaign was conceived and created in collaboration with VMLY&R India. It is a digitally-led campaign that uses social media platforms, influencer pages and various digital media such as OTT platforms and news sites. “With this campaign, we want to use Tendulkar’s example to encourage parents to plan wisely for their children’s future. We are going through uncertain times, but with financial discipline and timely investment in life insurance, parents can help fulfill their children’s fearless dreams,” said Karthik Raman, chief marketing officer and head of products, Ageas Federal Life Insurance.

The film for the campaign uses deep fake AI video regeneration technology to mimic an 11-year-old Tendulkar. In the film, a young Sachin Tendulkar records a message for his older self about being fearless despite the obstacles of the world. At the end of the film, he calls on parents not to be afraid of the future, but to prepare for it, referring to his own childhood experiences. The campaign aims to encourage timely investment in life insurance to free parents from financial constraints and help them plan for a future for their children.

The company wanted an inspiring figure to convince parents to overcome their fears with better financial planning from Ageas Federal Life Insurance, and who better than 11-year-old Sachin Tendulkar; Mukund Olety, chief creative officer, VMLY&R India, stated. “While we knew this was something we could achieve with technologies like deepfake AI, unfortunately we didn’t have any pre-existing videos of him as a kid. Rather than let that hold us back, we found our way through tailor-made technical innovations. We recorded the mature Sachin Tendulkar and aged his voice to make sure there are realistic notes and nuances in it, things that people recognize about him these days,” he added.

The campaign stems from the #FutureFearless survey conducted by Ageas Federal Life Insurance in partnership with YouGov India, which assessed the impact of the Covid-19 pandemic on Indian parents’ financial readiness in planning parenting, career and other life goals. of their children were examined. According to the survey, saving for their children’s future emerged as one of the top priorities for parents, among the pandemic-led forced cuts to savings and investments. Life insurance emerged as one of the top preferences of parents when saving or investing for their children’s long-term goals.

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