Results

Strategy (25%) To break the clutter in the insurance sector and connect with a younger, digital-first audience, Aditya Birla Sun Life Insurance launched Buddhe Hoke Kya Banoge?, a tech-led campaign reframing retirement planning. The objective was dual: drive brand affinity and generate qualified leads by making the future feel tangible. Targeting millennials and Gen Z professionals (25–40), the campaign positioned insurance as an emotionally resonant, personalized decision rather than a dry financial product. The creative and media strategy focused on a real-time aging tech experience supported by immersive OOH and hyper-targeted digital integration. A first-of-its-kind initiative, it used emerging tech to set new benchmarks in engagement. Creativity and Innovation (25%) The central hook was an AI-powered booth that aged users’ faces live using deep learning and facial mapping. This emotional and humorous experience helped users visualize their retired selves—an age group they rarely relate to. More than content, the booth became a live storytelling device. Supported by anamorphic billboards, interactive QR flows, and AR filters, users could recreate the experience digitally. Influencers amplified the idea with their own transformations, sparking viral threads. The originality lay in turning a passive financial product into an emotionally resonant, tech-led journey. Execution (25%) The campaign rolled out in high-footfall areas (Juhu, malls, corporate parks), timed for maximum visibility. Each interaction was backed by seamless data capture, instantly linking the experience to personalized financial advisory. 35% of the budget went to digital, driving dynamic content across social media, Google Display, and programmatic retargeting. The digital medium enabled deep personalization and scalability across India—reaching diverse demographics through language and location-based filters. Results (25%) With 20.96M+ reach, 10M+ impressions, and 11K+ leads, the campaign doubled website traffic and 2X’d annuity sales. More importantly, it shifted perception—making insurance future-forward, emotional, and tech-integrated.