Shriram Life Insurance Company (SLIC) has launched its new brand campaign ‘Zaroorat Jaisi, Policy Vaisi’, an AI-created ad film series featuring cricketer Rahul Dravid. The campaign is positioned as one of the BFSI sector’s most advanced uses of AI in advertising.
SLIC used AI technology to create the full film series with Dravid. The tool captured his expressions, voice and movements, forming the base for AI-generated versions of the campaign in six languages — English, Hindi, Marathi, Gujarati, Telugu and Kannada — with the objective of producing localised content at scale in a faster and more cost-efficient manner. Developed by Leo Burnett with AI production by TrueFan AI, the films aim to demonstrate how technology can enable relatable regional storytelling.
The campaign includes three TVCs across six languages and challenges the long-held belief that insurance is rigid. Each film revolves around the core question, "Aapke Paas Kaunsi Policy Hai?" [Which policy do you have?]. The narrative centres on a traditional policyholder who believes their insurance cover remains unchanged throughout life. Dravid explains that responsibilities evolve and that the Shriram Life Flexi Shield term plan allows customers to increase or decrease their cover at different life stages.
Watch the campaign here:
The Flexi Shield plan offers flexibility to modify cover, opt for premium holidays during financially challenging 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 expected to reach audiences aged 35–44 years across Telangana, Andhra Pradesh, Karnataka, Maharashtra, Gujarat, Rajasthan, Uttar Pradesh and Madhya Pradesh. The initiative is part of Shriram Life’s broader focus on making its offerings simpler, easier to understand and aligned with how people engage with the brand today.
