Ageas Federal Life Insurance goes down the 'Sachinverse', gets him to go crystal gazing

Ageas Federal Life Insurance has rolled out a campaign featuring Sachin Tendulkar and his virtual avatars.

 

The campaign has been conceptualised by VMLY&R and features a film. It opens with Tendulkar in his real life avatar stating that the 'future feels so unpredictable' before going crystal gazing. With this, comes the 'Sachinverse'. Here, virtual avatars of Tendulkar reveal how technology will play a role in every aspect of life. It ends with the real-life Tendulkar urging viewers to not worry about the future, but instead prepare for it with 'fearless plans' from Ageas Federal Life Insurance.

 

Karthik Raman, chief marketing officer and head – products, Ageas Federal Life Insurance, said, “At Ageas Federal Life Insurance, we believe in staying ahead of the curve and doing things differently. A recent study by McKinsey suggests that in the next five years, Gen Z, millennials and Gen X consumers may spend between four and five hours a day in the metaverse, using Augmented Reality (AR) and Virtual Reality (VR) devices. As we gear up for a very different future, our latest campaign, Sachinverse talks about being prepared for a landscape that is rapidly being reshaped by technology. Building on our long-term brand philosophy of #FutureFearless, we continue to remind people that with timely investment in life insurance, they can be adequately prepared for any uncertainties or disruptions that life throws at us.”

 

Rajshekar Patil, national creative director, VMLY&R, said, “Ageas Federal Life Insurance’s communication has been refreshing when compared to how the insurance segment communicates, with films like Young Sachin and The Boy Who Dreamed. Sachinverse is yet another refreshing take on the category. The idea of using the theme of technology and animation came naturally because audiences today want to see stories that reflect their world and also borrow from popular culture.”