Ageas Federal Life Insurance (AFLI) teamed up with Indian cricket legend Sachin Tendulkar for an integrated campaign called ‘Young Sachin’ which used DeepFake AI video regeneration technology to re-create a young, 11-year-old Tendulkar.
Running through March and April to leverage the 2022 iteration of the Indian Premier League (IPL), the campaign’s aim is that, while the future is unpredictable, the brand can help parents to financially secure their children’s futures and support them in pursuing their dreams.
The digital-first campaign spans social media platforms, influencer pages, OTT platforms and news sites.
The creative idea is that the young Tendulkar faced many challenges and hurdles and yet he followed his instincts and worked extremely hard to become, arguably, cricket’s greatest ever batsman.
The integrated campaign was created by global brand and customer experience agency VMLY&R who, with no genuine video of Tendulkar at that age available and only a few photographs to work with, teamed up with Spanish tech company Metropolitana to blend DeepFake AI technology, 3D modelling (to aid natural and realistic movement), CGI and live shoots to create the hero spot. The joint team even recorded the Sachin’s adult voice and then de-aged it to make sure it had realistic notes and nuances which people recognise today.
The lead spot is supported by a set of social content linked through the hashtags #YoungSachin and #FutureFearless and the creative seeks to drive viewers to find out further details about the company’s insurance offerings at https://www.ageasfederal.com/.
“It’s amazing what we can do with technology. We can tell stories that could have never been told before. We wanted an inspiring figure to convince parents to overcome their fears with better financial planning from Ageas Federal Life Insurance, and who better than our protagonist – the 11-year-old Sachin,” explained VMLY&R India Chief Creative Officer Mukund Olety. “While we knew this was something we could achieve using technologies such as DeepFake AI, unfortunately for us, we didn’t have any pre-existing videos of Sachin as a child. Instead of letting that stop us, we found our way through custom tech innovations.”
Ageas Federal Life Insurance Chief Marketing Officer Karthik Raman added: “Our Brand Ambassador, Sachin Tendulkar is the perfect embodiment of being #FutureFearless. Un-deterred by any hurdles that life threw at him, he persevered with determination to achieve his dreams and build his future. Our aim through this campaign is to use Sachin’s example to encourage parents to wisely plan for their children’s future. We are going through uncertain times but with financial discipline and timely investment in life insurance, parents can help fulfil the fearless dreams of their children. We were excited to work with VMLY&R on our brand film which uses DeepFake AI video regeneration technology to portray a young Sachin at the age of 11 years. While we have watched the Master Blaster innumerable times as an adult, we did not have any pre-existing footage of him as a child. Hence, we completely relied on this technology to de-age him and create the video.”
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