Ageas Federal Life Insurance, a private life insurance company, has launched its new brand campaign titled ‘Sachinverse’, an optimistic vision of the future.
The digital-led campaign, conceptualised and created in partnership with VMLY&R India, launched with a film featuring Sachin Tendulkar that highlights how technology will deeply disrupt each and every aspect of life from education to social interaction, to mobility, to household chores and even cricket.
In a virtual ‘Sachinverse’, the different avatars of Sachin Tendulkar take viewers through various scenarios including a virtual cricket stadium, onion-chopping robots, holographic cafes and a driverless car all rendered in a heady mix of animation styles.
The campaign aims to drive home the message that although the future may be full of excitement, changes, and uncertainties, individuals can approach it with optimism, hope, and confidence by focusing on financial planning and investing in 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.”
The company stated that multiple renditions of sketches were created to ensure that the physique and facial features closely resemble Sachin.
Rajshekar Patil, National Creative Director at 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.”
Watch the film here:
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