A CASE STUDY ON DEEP FAKE USE IN ADVERTISEMENT BY

AGEAS FEDERAL LIFE INSURANCE

Advertisement with Sachin Tendulkar Using Deep Fake

INDIVIDUAL ASSIGNMENT

SUBMITTED TO: SUBMITTED BY:

Dr. Anuja Shukla Arpit Jangid
PGMB2218

JAIPURIA INSTITUTE OF MANAGEMENT

A-32 A, Sector 62, Institutional Area, Noida- 201309 (U.P.)
AGEAS FEDERAL LIFE INSURANCE
Advertisement with Sachin Tendulkar Using Deep Fake

https://www.youtube.com/watch?v=GeF-Aecd0nY&t=10s (INS URA NCE, n.d.)

DESCRIPTION OF ADVERTISEMENT
The commercial starts with a boy appearing to be 11 years old playing cricket in a local park.
It becomes evident that he is an altered version of the renowned cricketer Sachin Tendulkar
created using deep fake technology.

Young Sachin seems puzzled as he observes adults nearby discussing concerns about tomorrow.
Despite this he remains undaunted emphasizing his commitment to practice and self-belief.
The camera then shifts to the present-day Tendulkar honing his batting skills on a cricket field.

The older Tendulkar shares insights, underscoring the significance of confronting challenges
and preparing for the future. He stresses the value of securing a future. Urges viewers to
consider exploring life insurance solutions offered by Ageas Federal Life Insurance. (ET
Brand.com, n.d.)

HOW THE ADVERTISEMENT WAS MADE

Deepfake technology allows for the alteration of videos and images to give the impression that
an individual is speaking or engaging in actions they never actually did. In one instance it was
utilized to make Sachin Tendulkar appear 35 years younger. This process is involved:

1. Utilizing references of a young Sachin Tendulkar likely sourced from photos and
videos.
2. Employing 3D modeling techniques to create a more lifelike and intricate
representation of the youthful version of Sachin.
3. Transferring characteristics, from an actual actor, onto the 3D model of young Sachin
by using artificial intelligence to replicate their movements and expressions.
4. Rejuvenating Sachin’s Voice: Besides his looks, the voice was made younger for Sachin
who had just come as a baby. This could be done through the application of the same
methods used in enhancing his images.

PROBLEMS FACED WHILE MAKING DEEP FAKE

1. A few accounts of Sachin Tendulkar’s early
life emerged as mentioned before. Due to
this, creating a true-to-life image of him
became problematic.
2. There was not much quality video footage
of young Sachin available as
aforementioned. This means that the deep
fake process would need to be more
complex in order to produce believable
results.

HOW DID IT ALL TURNED OUT

Although it had its own difficulties, that ad was praised a lot. Here are some of the positive
outcomes:

1. Media and public reception: Media and people in India praised the ad. Many viewers
were impressed by its ingenuity.
2. Sachin Tendulkar's approval: Even Sachin Tendulkar himself said he was amazed by
the ad and thought it was well done.
3. Positive message: The advertisement’s message is that every child can pursue their
dreams fearlessly with the right insurance plan, just like Sachin did. This resonated with
many viewers.

The ad for Ageas Federal Life Insurance made effective use of deepfake technology. Though
creative and well-done, the ethics remain complex. This emerging technology enables
manipulated media that challenges notions of consent and truth.
PESTEL ANALYSIS OF THE TECHNOLOGY USED IN DEEP FAKE FOR
ADVERTISEMENT
POLITICAL
1. Regulations: Deepfake technology is a relatively new domain and there are still
regulatory frameworks for its use in advertising. This advertisement may raise
apprehensions among regulators about protecting consumers and the risk of deepfakes
being misused.
2. Government policies: The advertisement could benefit from government policies that
support financial literacy and child education, as this might help viewers to think about
life insurance coverage and their children’s future.

ECONOMIC
1. Economic climate: People are more likely to prioritize their financial security when
they feel economic uncertainty, which might boost demand for life insurance policy
products.
2. Consumer spending: In case the Ageas Federal Life Insurance ad resonates with
customers, making them trust the firm, it will enhance its sales and market share.

SOCIAL
1. Cultural values: The advertisement uses a national icon’s deepfake image by Sachin
Tendulkar in order to exploit his positive public image and well-deserved respect across
India. It can strongly attach viewer's emotions towards it and build trust around the
brand.
2. Attitudes towards deepfakes: Deepfake technology remains an evolving phenomenon
in public perception. While some find it innovative or interesting; others would also
express concerns on ethical implications as well misuse cases.

TECHNOLOGICAL
1. Progress in deepfake tech: The quality and authenticness of deepfakes continue to
change for the better all the time. Consequently, they can work better in advertising but
lead to ethical issues in case of misuse.
2. Technology Accessibility: In future, as the need for life insurance arises, more
companies may use this technology to advertise their products thereby causing stiff
competition.

ENVIRONMENTAL
This ad has no appreciable direct environmental impact. However, energy consumption and
resource usage during its production process and distribution might result in some small
environmental footprints.

LEGAL
1. Intellectual property rights: Deepfake images of a person are a concern for
intellectual properties. Ageas Federal Life Insurance probably got the right permissions
from Sachin Tendulkar to use his image in the advertisement.
 2. Consumer protection laws: In different jurisdictions, some legislation may be in place
to protect consumers against false or misleading advertising. To avoid any legal
problems, it is important that all relevant laws are followed by the ad.

In general, this advertisement utilizes deepfake technology differently so as to make Ageas

Federal Life Insurance’s potential marketing campaign extremely impactful. Nevertheless, one
needs to take into account the possible dangers linked with fake videos as well as follow rules
and ethical standards.

INSTRUCTIONS AS PER GOVERNMENT OF INDIA

There was an advisory on December 23rd, 2023, issued by the Minister of State for IT&
Electronics, which mandates intermediaries like Instagram, Facebook, YouTube, X (and)
Google to effectively pass messages across to their users on the need not to post or spread
deepfakes as they are answerable under the Indian Penal Code. "A formal advisory has been
issued incorporating the ‘agreed to’ procedures to ensure that users on these platforms do not
violate the prohibited content in Rule 3(1)(b) of the IT Rules,” minister of state for IT &
Electronics Rajeev Chandrasekhar said. “If such legal violations of the IT rules are noted or
reported, then the consequences under law will follow.”

Advisory should expressly communicate any banned content including those covered by Rule
3(1)(b) of this Act in simple and straightforward language used in user agreements or terms of
service and have this stated at first registration with periodical reminders especially on each
occasion login is made and during content uploads/sharing over it," reads the document..
(Times of India, n.d.)

ANALYSIS AS PER INTERACTION WITH CUSTOMERS

1. Nostalgia and Trust: Customers, mainly old generations who are aware of Sachin
Tendulkar’s career may have a sense of nostalgia and relate to the ad’s messaging on
future planning. Seeing a youthful Sachin reminds them about their own early years and
how they would achieve stability for themselves as well as their families. The positive
image of Sachin promotes trust in both the brand as well as its message.
2. Ethical Concerns and Transparency: To what extent does the deepfake technology
used in creating this commercial stand up to ethical appraisal? Consequently, customers
questioned whether it is an entirely honest advertisement. Inclusion of information
concerning the application of deepfake would mitigate such concerns thereby instilling
faith in the ad.
3. Innovation and Effectiveness: Innovators among clients who enjoy creative
advertising find this commercial interesting and memorable. Deepfake can draw
attention towards itself and start discussions thus making it potentially more effective
in arousing viewer interest than traditional forms of advertising might be.
4. Generational Divide and Appeal: The ad’s message may not move younger age
groups as much as it does older age groups who understand less about Sachin
Tendulkar’s legacy. The advert can have different impacts depending on the target
 audience and culture within which they operate. Hence, Ageas should possibly change
its advertising strategies to fit various age brackets.

But bear in mind that these are just possible analyses with a few customers but individual
responses from different customers varying significantly. Therefore, the efficiency of this
advertisement depends on how good it connects with the emotions and practicality of its
consumers while taking note of any potential ethical concerns and maintaining transparency.

MAIL ID’S OF FIVE RESPONDENTS

I have included a visual record of the participants who completed the Google Form.
BIBLIOGRAPHY
ET Brand.com, (. B. (n.d.). Ageas Federal Life Insurance uses deepfake tech to recreate
young Sachin Tendulk .. Retrieved from
https://brandequity.economictimes.indiatimes.com/news/advertising/ageas-federal-
life-insurance-uses-deepfake-tech-to-recreate-young-sachin-tendulkar-in-latest-
campaign/90354065

INSURANCE, A. F. (n.d.). A fearless meaage from #YoungSachin. Retrieved from

https://www.youtube.com/watch?v=GeF-Aecd0nY&t=10s

Times of India, (. (n.d.). Follow IT Rules: Govt To Social Media Platforms On Deepfakes.
Retrieved from https://timesofindia.indiatimes.com/india/follow-it-rules-govt-to-
social-media-platforms-on-deepfakes/amp_articleshow/106302330.cms

SIMILARITY & AI CONTENT REPORT

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