Shriram Life Insurance Company (SLIC) has launched its new brand campaign ‘Zaroorat Jaisi, Policy Vaisi,’ one of the BFSI sector’s most advanced AI-driven campaigns, featuring cricketing legend Rahul Dravid.
SLIC used advanced AI to create the full film series with Dravid. The AI tool captured his expressions, voice, and movements to quickly produce versions in six languages—English, Hindi, Marathi, Gujarati, Telugu, and Kannada—making the process faster, more flexible, and cost-efficient. Created by Leo Burnett with AI production by TrueFan AI, the campaign shows how technology can deliver high-quality, local stories at scale.
The campaign is based on the insight that life keeps changing, and so do people’s financial responsibilities. It questions this deeply ingrained notion of ‘inflexibility’ in life insurance and introduces Shriram Life Flexi Shield, a term plan designed to evolve at each important life milestone, be it marriage, childbirth, education, or home ownership.
Flexi Shield gives customers the flexibility to increase or decrease their life cover, opt for premium holidays during financially demanding years, and receive 50% of the sum assured upfront upon diagnosis of a terminal illness while the policy continues without further premiums.
Casparus J.H. Kromhout, Managing Director and Chief Executive Officer, Shriram Life Insurance, said, “Flexibility is at the heart of what customers expect today. With ‘Zaroorat Jaisi, Policy Vaisi,’ we are using AI to communicate this promise with unmatched speed and personalisation. This campaign reflects our commitment to building protection solutions that evolve with people’s lives. This is an important step in our digital journey and reflects the forward-looking approach we follow at Shriram Life.”
In the ad films, a traditional policyholder believes their insurance cover stays the same throughout life. Dravid steps in to explain that responsibilities change—and with the Flexi Shield term plan, customers can confidently increase or decrease their cover at different life stages.
The eight-week campaign will run on YouTube, Facebook, Instagram, ShareChat, Moj, JioStar, MX Player, and leading digital publishers such as DailyHunt and Public App. It is targeted to reach audiences aged 35–44 years in markets such as Telangana, Andhra Pradesh, Karnataka, Maharashtra, Gujarat, Rajasthan, Uttar Pradesh, and Madhya Pradesh. This initiative reflects Shriram Life’s commitment to making its products simple and easily accessible, and more in tune with how people engage with the brand today.
