VML conceptualizes ‘Cradle to Crease’ campaign for Ageas Federal Life Insurance

Mumbai, 22 May 2024: Marketing transformation company VML, has conceptualized an eccentric and disruptive campaign called “Cradle to Crease”, for Ageas Federal Life Insurance, featuring Sachin Tendulkar.

In today’s rapidly evolving landscape, a child’s future isn’t as distant as it once seemed. Recognizing this, the campaign sheds light on the significance of early financial planning for parents through the lens of Sachin Tendulkar’s debut. The initiative drives home the message that while the future might be evolving and uncertain, focusing on financial planning and investing in life insurance can help face it with optimism, hope and confidence.

Speaking about the brand film, Erum Kidwai, Sr. Vice President & Head- Marketing at Ageas Federal Life Insurance, remarked,“With “Cradle to Crease,” we aim to redefine the narrative surrounding financial planning and insurance. Sachin Tendulkar’s journey serves as a powerful reminder that there is no fixed age or time to prioritize financial security. Through this film, we seek to inspire individuals to take charge of their future fearlessly and embrace a proactive approach towards financial planning through insurance.”

Commenting on the brand’s use of innovative technology when it comes to marketing campaigns, Mr. Kidwai added, “Be it our Young Sachin campaign, The Boy Who Dreamed, SachinVerse campaign or the present Cradle to Crease Ad, we are proud to be the first brand in the BFSI sector in India to integrate Gen AI and Deep Fake positively to educate audiences about the necessity of Life Insurance in a way that is relatable to today’s tech savvy audience.  These campaigns also ensure that they appeal to the entire spectrum of our target audience from all age groups.”

Building on the long-term brand philosophy of #FutureFearless, the brand reminds people that with timely investment through life insurance, they can be adequately prepared for any uncertainties or disruptions that life throws at us.  The film underscores the versatility and relevance of life insurance products across all age groups, reinforcing the message that it’s never too early or late to secure one’s future, the right time is whenever one chooses to act.

Mukund Olety, CCO VML, shares, “By using Sachin Tendulkar’s journey, we aim to redefine the narrative around financial planning and insurance, emphasizing that there’s no fixed age or time to prioritize financial security. VML is proud to create a campaign for AFLI, making it the first brand in India’s BFSI sector to use DeepFake technology positively. This combination of creativity and technology allows us to educate audiences about the importance of life insurance in a way that connects with today’s tech-savvy generation.”

The 360 campaigns will be amplified across social media platforms, including sports, news and finance channels and OOH and digital OOH across 6 cities including Mumbai, Delhi NCR, Kolkata, Kerala (Cochin, Kottayam, and Trivandrum) to effectively engage its target audience, amplifying its message of prudent financial planning. The brand’s previous campaigns have consistently won recognition including in Campaign India’s “Picks of the Week”, “New York Festival Ad Awards”, “ZEE Kyoorius Creative Awards 2023” and Exchange4media’s “Best Ads of the fortnight,” underscoring AFLI’s impactful brand presence.

The “Cradle to Crease” Ad campaign featuring Sachin Tendulkar is a testament to Ageas Federal Life Insurance’s commitment to empowering individuals to lead a life and lifestyle of their choice fearlessly. We invite viewers to join us on this inspiring journey towards prudent financial planning.

Campaign Film: 

VML and Ageas Federal Life Insurance’s partnership has spanned three years, building on the platform #FutureFearless with breakthrough campaigns like this one and Young Sachin, a deepfake video to recreate an 11-year-old Sachin Tendulkar.