Shriram Life launches AI-created campaign featuring Rahul Dravid

Shriram Life Insurance Company (SLIC) has launched Zaroorat Jaisi, Policy Vaisi, a fully AI-created campaign featuring Rahul Dravid. The initiative is positioned as one of the BFSI sector’s most advanced AI-driven communication efforts. Using AI tools, SLIC captured Dravid’s expressions, voice and movements, forming the base for film versions created in six languages: English, Hindi, Marathi, Gujarati, Telugu and Kannada. The campaign has been developed by Leo Burnett with AI production by TrueFan AI.

The three TVCs challenge the perception that insurance is rigid. Each film centres on the question ‘Aapke Paas Kaunsi Policy Hai?’ and depicts a traditional policyholder who assumes their insurance cover remains unchanged across life stages. Dravid explains that responsibilities evolve, and with the Shriram Life Flexi Shield term plan, customers can increase or decrease their cover at different milestones. Flexi Shield also offers premium holidays during financially demanding years and provides 50% of the sum assured upfront on diagnosis of a terminal illness, while keeping the policy active without further premiums.

Casparus J.H. Kromhout, managing director and chief executive officer, said the campaign reflects the company’s focus on flexibility and personalisation. He noted that AI has enabled faster production and the ability to deliver locally relevant narratives at scale, supporting the organisation’s digital objectives.

The eight-week campaign will run on YouTube, Facebook, Instagram, ShareChat, Moj, JioStar and MX Player, along with digital publishers including DailyHunt and Public App. Targeting audiences aged 35–44 years, the campaign covers markets such as Telangana, Andhra Pradesh, Karnataka, Maharashtra, Gujarat, Rajasthan, Uttar Pradesh and Madhya Pradesh. The initiative aims to enhance accessibility and reinforce the role of adaptable insurance solutions in meeting changing financial needs.