Ageas Federal Life Insurance introduced its brand campaign film, ‘Cradle to Crease’, an initiative that drives home the message that while the future might be exciting, evolving and uncertain, by focusing on financial planning and investing in life insurance, one can face the future with optimism, hope and confidence.
“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,” Erum Kidwai, senior vice president and head- marketing, Ageas Federal Life Insurance, said.
In today’s rapidly evolving landscape, a child’s future isn’t as distant as it once seemed. Recognising this, the campaign sheds light on the significance of early financial planning for parents through the lens of Sachin Tendulkar’s debut.
The 360 campaign will be amplified across social media platforms, including sports, news and finance channels and OOH and digital OOH across six cities including Mumbai, Delhi NCR, Kolkata, Kerala (Cochin, Kottayam, and Trivandrum) to engage its target audience, amplifying its message of prudent financial planning.
“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 five years ago. We are constantly pushing boundaries and using technology to make storytelling richer and better,” Mukund Olety, CCO VML, said.