Global brand and customer experience agency VMLY&R, unveiled an integrated campaign for Ageas Federal Life Insurance (AFLI) featuring legendary cricketer, Sachin Tendulkar. The campaign used custom DeepFake AI video regeneration technology to re-create a young, 11-year-old Sachin Tendulkar.
The process of creating an AI-generated video typically involves using existing video guides, however, no videos of young Sachin exist. The agency, along with technology company Metropolitana, Spain, used only a few available photographs to create a video, with advanced 3D modelling to aid natural and realistic movement.
This is the first time DeepFake AI video technology has been used in a campaign to de-age a person by over 35 years. Since there was very little training material to aid the AI, VMLY&R created a custom process that blended AI, CG, and live shoot to achieve the desired result.
The campaign aims to inspire parents to financially secure their child’s future and allow them to pursue their fearless dreams. As a child, Sachin faced many challenges and hurdles, yet he followed his instincts and became one of the greatest batsmen in the history of cricket.
Commenting on the campaign, Mukund Olety, Chief Creative Officer, VMLY&R India said, “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. 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.”
Mukund further added, “This is perhaps the first time a person or celebrity is being de-aged by so many years. Not just that, even the voice is de-aged. We recorded the adult Sachin and de-aged his voice to make sure it had realistic notes and nuances, things people recognize about him today.”
Karthik Raman, Chief Marketing Officer, Ageas Federal Life Insurance said, “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,” Karthik added.
The campaign is digital-ledusing social media platforms, influencer pages, and different digital media like OTT platforms and news sites.
About VMLY&R
VMLY&R is a global brand and customer experience agency that harnesses creativity, technology, and culture to create connected brands. Made up of more than 12,000 employees worldwide, the agency has principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore and Sydney. VMLY&R India encompasses VMLY&R, The Glitch and VMLY&R Commerce, and works with client partners including Colgate Palmolive, Marico, Ford, ICICI Bank, Kraft Heinz, Future Group, PepsiCo, Abbott Pharma and Swaraj Tractors.
