Case Studies

To connect with existing customers and deepen awareness around the long-term value of life insurance, ICICI Prudential Life needed a high-emotion, high-efficiency campaign built for digital, without the cost or scale of traditional production.

We created a film tracking four friends across life stages, anchored in the message of growing protection. Using generative AI, we crafted ageing transitions for each character with precision, retaining core facial features and expressions to preserve emotional continuity. Advanced face morphing, custom training on character likeness, and AI-led compositing allowed for seamless decade-spanning transitions without live-action shoots.

The result: a deeply resonant film, possibly the first in India’s BFSI space to use AI-driven character ageing at this scale. Delivered directly to customers, it demonstrated how storytelling and tech can converge to create impact at a fraction of traditional costs.

Internally, it was recognised as a creative leap, setting the stage for future-ready customer engagement.