Shriram Life launches AI-generated campaign for Flexi Shield

Shriram Life Insurance has launched a new marketing campaign built entirely using artificial intelligence to promote its Flexi Shield term product. The campaign, featuring former cricketer Rahul Dravid, uses AI to recreate his expressions, voice, and movements and produce ad films in six languages: English, Hindi, Marathi, Gujarati, Telugu, and Kannada.

Developed by Leo Burnett with production by TrueFan AI, the campaign focuses on the idea that life insurance should adapt as customers’ responsibilities change. Flexi Shield allows policyholders to increase or decrease coverage at key life stages, take premium holidays during financially demanding periods, and receive 50 percent of the sum assured upon diagnosis of a terminal illness while keeping the policy active.

The campaign targets consumers aged 35 to 44 across multiple Indian states and reflects the insurer’s broader push to use digital tools to scale localized content more quickly and at lower cost. Shriram Life serves more than 1.4 million policyholders and operates through over 650 branches across India.

“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.” – Casparus J.H. Kromhout, Managing Director and Chief Executive Officer, Shriram Life Insurance.