Creating a buzz in India, leveraging sports and the power of AI
When challenged with making an impact in a market the size of India, and in a crowded marketplace that includes 24 major Life Insurance companies all vying for market share, the marketing challenge is a very big one. Differentiation and focus are key in seeking to drive insurance penetration, increase brand awareness and brand consideration in what is a very cluttered market.
Through the engagement appeal of sport, Ageas Federal Life sought in recent years to differentiate itself, creating quite a buzz in the process. From multi-year sponsorship of marathons in major cities across India to the creation of exclusive content with India’s fastest growing sports YouTube channel – Rev Sports and collaboration with Head National Coach of the India Para-badminton team, Gaurav Khanna for the Ageas Federal ‘Quest for Fearless Shuttlers’ para-badminton programme, brand awareness particularly through social media channels has increased exponentially.
But it was the “Young Sachin” campaign launched in 2022 that proved to be one of the most significant highlights of AFLI’s marketing campaign, firmly establishing the brand thanks to the #FutureFearless brand philosophy told through the lens of Brand Ambassador Sachin Tendulkar. Sachin Tendulkar is the former captain of the Indian cricket team and considered one of the sport’s greatest ever players with a following of some 73 million.
Designed to inspire parents to financially secure their child’s future through timely investment in life insurance, the campaign used Deep Fake AI Regeneration Technology to accurately recreate an 11-year-old Sachin to whom parents and children can relate and be inspired by. With 384 million impressions on social media, more than 22 million video views, and media coverage in all leading financial newspapers, Total Awareness scores of the brand reached a remarkable 48% at an All-India level. The follow up #Dreams Campaign attracted similar success. These innovative campaigns, leveraging cutting edge technology, were the reason Ageas Federal was recognised in 2023 for the “Most Innovative Marketing Campaign in India” at the Pitch BFSI Marketing Awards 2023.
In 2023 the campaign went a step further using generative AI that allows Sachin to connect personally with individual customers. Designed to create that special moment when buying or renewing policies, customers receive personalised messages from Sachin. Ageas Federal Life is the first company in the Banking & Insurance sector to reach out to individual customers through AI, and while still early days, the impact is significant thanks to 60k personalised video messages thus far.
