Giving hope for the future through inspirational campaign
When AFLIC launched its new award-winning brand campaign it did so with a clear message in mind. The future should not be something we fear. The future should be embraced as a place where anything is possible. Recent events have naturally made people quite sceptical and fearful about what lies ahead. But what if you could reimagine the world? AFLIC decided it needed to tell this story through the mouth of a special storyteller. Someone universally admired.
The ‘Young Sachin’ campaign
The ‘Young Sachin’ campaign provides a fresh and hopeful perspective to the brand’s philosophy of #FutureFearless told through the lens of Brand Ambassador, Sachin Tendulkar, former captain of the Indian cricket team and considered one of the greatest batsmen ever to take the wicket in history. He calls on the world to “adapt, evolve, transform and reimagine tomorrow.”
As a way of reinforcing the transition to its new identify – Ageas Federal Life Insurance – AFLIC has embarked on a concerted branding and marketing effort to help create an awareness about the importance of life insurance in protecting loved ones from life’s uncertainties.
The aim of the Young Sachin campaign is to inspire parents to financially secure their child’s future through timely investment in life insurance allowing them to pursue their fearless dreams.
Using Deep Fake AI Video Regeneration Technology to accurately recreate an 11-year-old Sachin, he records a special message for his older self on being fearless despite the hurdles in life. A quietly confident young Sachin talks about his own childhood experiences, urging parents not to fear the future but to prepare for it.
The campaign generated 384 million impressions on both social media and publisher sites, with strong engagement on Facebook, Instagram, Twitter and LinkedIn, and more than 22 million views of the video.
The campaign led to an impressive increase in brand awareness and consideration scores and was recognised through a slew of prestigious awards including Most Innovative Marketing Campaign – Insurance at the BFSI Leadership Awards in Mumbai, and the campaign also won Silver in the Financial-Consumer category at the New York Festival Advertising Awards.
