Mumbai: Ageas Federal Life Insurance, one of India’s private life insurance companies, has launched its new brand campaign – ‘Sachinverse’.

The campaign launched with a film featuring cricketing legend and brand ambassador, Sachin Tendulkar that highlights how technology will deeply disrupt each and every aspect of life from education to social interaction, to mobility, to household chores and even cricket.

In a virtual ‘Sachinverse’, the different avatars of Sachin Tendulkar take viewers through various scenarios including a virtual cricket stadium, onion-chopping robots, holographic cafes and a driverless car all rendered in a heady mix of animation styles.

Karthik Raman, Chief Marketing Officer and Head – Products, Ageas Federal Life Insurance said, “At Ageas Federal Life Insurance, we believe in staying ahead of the curve and doing things differently. A recent study* by McKinsey suggests that in the next five years, Gen Z, millennials and Gen X consumers may spend between four and five hours a day in the metaverse, using Augmented Reality (AR) and Virtual Reality (VR) devices.”

Raman added, “As we gear up for a very different future, our latest campaign, Sachinverse talks about being prepared for a landscape that is rapidly being reshaped by technology. Building on our long-term brand philosophy of #FutureFearless, we continue to remind people that with timely investment in life insurance, they can be adequately prepared for any uncertainties or disruptions that life throws at us.”

The Sachinverse campaign was conceptualised and created in partnership with VMLY&R India.

Rajshekar Patil, National Creative Director at VMLY&R said, “Ageas Federal Life Insurance’s communication has been refreshing when compared to how the insurance segment communicates, with films like Young Sachin and The Boy Who Dreamed. Sachinverse is yet another refreshing take on the category. The idea of using the theme of technology and animation came naturally because audiences today want to see stories that reflect their world and also borrow from popular culture.”