Mumbai: Shriram Life Insurance Company (SLIC) has announced the launch of its breakthrough brand campaign ‘Zaroorat Jaisi, Policy Vaisi’, one of the most advanced AI-driven advertising initiatives in the BFSI sector. The campaign features cricketing icon Rahul Dravid—brought to life entirely through AI-generated expressions, voice, and movements.
The company used advanced AI tools to capture Dravid’s facial expressions, gestures, and voice patterns, forming the foundation for all AI-generated versions of the campaign films. This enabled the production of three TVCs in six languages—English, Hindi, Marathi, Gujarati, Telugu, and Kannada—making storytelling more scalable, localised, and cost-efficient. The campaign has been conceptualised by Leo Burnett with AI production by TrueFan AI.
Each of the three films challenges the long-held belief that insurance is rigid, centering around the relatable question: Aapke Paas Kaunsi Policy Hai? The narrative highlights the gap between traditional expectations of fixed insurance coverage and the modern consumer’s evolving life needs.
At the heart of the campaign is Shriram Life’s Flexi Shield term plan, designed to shift perceptions and introduce flexibility into life insurance. The product allows customers to increase or decrease their life cover at different stages—such as marriage, childbirth, home ownership, or children’s education. Flexi Shield also offers premium holidays during financially demanding years and provides 50% of the sum assured upfront upon diagnosis of a terminal illness, while the policy continues without further premiums.
Casparus J.H. Kromhout, Managing Director and Chief Executive Officer, Shriram Life Insurance, said, “Flexibility is at the heart of what customers expect today. With ‘Zaroorat Jaisi, Policy Vaisi,’ we are using AI to communicate this promise with unmatched speed and personalisation. This campaign reflects our commitment to building protection solutions that evolve with people’s lives. This is an important step in our digital journey and reflects the forward-looking approach we follow at Shriram Life.”
In the films, a traditional policyholder assumes their life cover stays unchanged throughout life. Rahul Dravid steps in to highlight how responsibilities shift—and with the Flexi Shield plan, customers can adapt their cover with confidence.
The eight-week digital campaign will be promoted across YouTube, Facebook, Instagram, ShareChat, Moj, JioStar, MX Player, and major digital publishers including DailyHunt and Public App. It targets audiences aged 35–44 across key markets such as Telangana, Andhra Pradesh, Karnataka, Maharashtra, Gujarat, Rajasthan, Uttar Pradesh, and Madhya Pradesh.
With ‘Zaroorat Jaisi, Policy Vaisi’, Shriram Life reinforces its commitment to simplifying financial protection and making intelligent, adaptive insurance solutions more accessible to today’s evolving consumer.
