Ageas Federal unveils “Cradle to Crease” campaign featuring Sachin Tendulkar

The campaign employs Sachin Tendulkar's iconic journey as an allegory for the significance of financial planning.

Ageas Federal, a prominent Indian life insurance company, has unveiled its latest marketing endeavour titled “Cradle to Crease” featuring cricket legend Sachin Tendulkar.

The campaign employs Tendulkar’s iconic journey as an allegory for the significance of financial planning.

The ad film skillfully navigated through symbolic stages of Tendulkar’s life, culminating in his historic arrival at the cricket pitch for his international debut. This pivotal moment served as a poignant representation of the realisation of a lifelong aspiration. Notably, Ageas Federal utilised Gen-AI technology to render a hyper-realistic portrayal of a youthful Tendulkar, effectively capturing his essence at 16 years old.

“Cradle to Crease” underscored the imperative nature of financial preparedness in traversing life’s uncertainties. Drawing parallels with Tendulkar’s meticulous planning for his cricketing future, the campaign conveyed the message that individuals could similarly achieve their aspirations through prudent financial planning and life insurance.

Speaking about the brand film, Erum Kidwai, Sr. Vice President & Head- Marketing at Ageas Federal Life Insurance, said, ” 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”

Mukund Olety, CCO VML, shares, “After a very successful Young Sachin campaign, we have created Cradle to Crease. The film features Sachin walking through the tunnel of life as he reaches the pitch. Using technology, we’ve created a hyper-realistic rendition of 16-year-old Sachin to recreate the moment he made his international debut. With the power of Gen-AI, we’ve told a story that could not have been told 5 years ago. We are constantly pushing boundaries and using technology to make storytelling richer and better. We’re sure seeing Sachin walk up to his debut shall inspire a lot of parents to plan better.”

Ageas Federal Life Insurance is a life insurance company in India. It is a joint venture between Ageas, a European insurance giant, and Federal Bank, one of India’s leading private sector banks. The company offers a variety of life insurance products, including term plans, child plans, ULIPs (unit-linked insurance plans), retirement plans, savings plans, and group plans.

The creative agency behind the ad, VML India, formerly known as VMLY&R, is a leading advertising agency offering creative brand experiences, customer journeys, and commerce solutions. With offices in Bangalore, Delhi, Gurugram, Kolkata, Mumbai, and Noida, the agency combines creativity, data, and technology to help brands connect and grow. The advertisement agency is part of a large global network with a strong heritage and a focus on innovation which encompasses more than 30,000 employees across 150+ offices in 60-plus markets.

The multi-faceted campaign was strategically disseminated across various social media platforms, encompassing sports, news, and finance channels. Additionally, Out-of-Home (OOH) and digital OOH elements were strategically placed across six key cities, including Mumbai, Delhi NCR, Kolkata, and select locations in Kerala (Cochin, Kottayam, and Trivandrum).

Notably, Tendulkar’s involvement in the “Cradle to Crease” campaign is followed by his recent collaboration with Hafele.

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