Ageas Federal Life empowers young Sachin Tendulkar to be #FutureFearless

Watch the film conceptualised by VMLY&R here

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Ageas Federal Life Insurance has rolled out its campaign #FutureFearless featuring brand ambassador Sachin Tendulkar.

Conceptualised by VMLY&R, the film aims to highlight the stress Indian parents' have on financial preparedness for their child's education and future life goals.

The film uses DeepFake AI video regeneration technology, to recreate an 11-year-old Tendulkar. It opens with a confident, young Tendulkar recording a special message on 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 prepare for it. The film aims to spread the message of how an investment in life insurance can liberate parents from financial limitations and plan for a future that is not fear-based for their children.

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.”

Raman added, "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."

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. 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 film is rolled out on social media platforms, influencer pages, OTT platforms and news sites.

CREDITS:

Agency: VMLY&R

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

Executive vice president: Saurabh Mathur

Client services director: Tejal Turakhia

Group account manager: Tamalika Saha