AI Personalization: Used AI for face swap, image generation, and aging filters to create real-time, personalized retirement avatars.
DOOH Activation: Showcased AI-generated images on interactive billboards, merging digital and outdoor media.
User Flow & Sharing: QR code-led journey where users chose retirement roles and shared their creations on social media.
Omnichannel Approach: Combined a secure microsite for AI processing and data collection with offline billboard engagement.
In an industry often burdened with perceptions of fear and uncertainty, Aditya Birla Sun Life Insurance (ABSLI) took a bold and refreshing approach to life insurance advertising. Partnering with digital solutions agency Fugumobile, ABSLI launched the #BoodheHokeKyaBanoge campaign—an innovative initiative designed to make Indians rethink their approach to retirement planning in a playful, personalized, and engaging way.
Life insurance has long been associated with negative emotions—worry, risk aversion, and planning for worst-case scenarios. ABSLI saw an opportunity to flip the narrative. The goal was clear: instead of evoking fear about the future, the campaign would inspire audiences to embrace retirement planning as a doorway to fulfilling their dreams.
The target audience? Young professionals between the ages of 20 to 40—a group that typically does not prioritize retirement planning but is highly active on social media and engaged with digital trends.
To bring this vision to life, Fugumobile developed a multi-dimensional strategy anchored on two pillars: AI-driven personalization and high-footfall outdoor media.
The centerpiece of the campaign was an AI-powered outdoor activation at Mumbai’s iconic Juhu Beach, a location known for its heavy foot traffic. Participants could scan a QR code displayed on digital billboards, which directed them to a microsite. Here, they could upload a selfie and select what they aspired to become post-retirement—be it a chef, traveler, artist, or something entirely unique.
The magic happened behind the scenes: AI technologies, including face swap, image generation, and aging filters, transformed participants’ faces in real-time. Their “future selves,” visualized in their chosen retirement avatar, were then displayed live on the same digital billboards, offering an unexpected and delightful surprise.
Once their aged transformation was created, participants could download and share their personalized images across their social media platforms, driving organic amplification. By blending technology with user-generated content, ABSLI tapped into users’ social behaviors, encouraging shares that sparked conversations about retirement in a lighthearted and creative way.
The #BoodheHokeKyaBanoge campaign stands out for its bold integration of AI technology into outdoor advertising, creating a hybrid of physical and digital engagement rarely seen in India’s insurance sector. The campaign’s AI engine was capable of:
This created a direct emotional connection with the audience, as they could immediately visualize their future selves living out their dreams.
The campaign achieved remarkable success both online and offline.
Over 75% of QR code scans resulted in participants generating their personalized images.
Between 15-20% of users shared their aged avatars on social media, amplifying the campaign’s organic reach.
The campaign gained significant media attention, with positive coverage highlighting how the blend of AI and DOOH set a new benchmark for innovation in the insurance advertising space.
The brilliance of #BoodheHokeKyaBanoge lies in its ability to simplify a complex financial decision—retirement planning—into a highly relatable and fun digital experience. By transforming what could have been a dry educational initiative into a personal storytelling moment, ABSLI not only enhanced brand recall but also repositioned life insurance as a proactive and aspirational choice.
The brilliance of #BoodheHokeKyaBanoge lies in its ability to simplify a complex financial decision—retirement planning—into a highly relatable and fun digital experience. By transforming what could have been a dry educational initiative into a personal storytelling moment, ABSLI not only enhanced brand recall but also repositioned life insurance as a proactive and aspirational choice.
The #BoodheHokeKyaBanoge campaign by ABSLI and executed by Fugumobile is a benchmark in integrating AI technology with digital outdoor advertising, creating personalized and engaging user experiences that have redefined public interactions with life insurance advertising.
AI Personalization:
Used AI for face swap, image generation, and aging filters to create real-time, personalized retirement avatars.
DOOH Activation:
Showcased AI-generated images on interactive billboards, merging digital and outdoor media.
User Flow & Sharing:
QR code-led journey where users chose retirement roles and shared their creations on social media.
Omnichannel Approach:
Combined a secure microsite for AI processing and data collection with offline billboard engagement.
In an industry often burdened with perceptions of fear and uncertainty, Aditya Birla Sun Life Insurance (ABSLI) took a bold and refreshing approach to life insurance advertising. Partnering with digital solutions agency Fugumobile, ABSLI launched the #BoodheHokeKyaBanoge campaign—an innovative initiative designed to make Indians rethink their approach to retirement planning in a playful, personalized, and engaging way.
Life insurance has long been associated with negative emotions—worry, risk aversion, and planning for worst-case scenarios. ABSLI saw an opportunity to flip the narrative. The goal was clear: instead of evoking fear about the future, the campaign would inspire audiences to embrace retirement planning as a doorway to fulfilling their dreams.
The target audience? Young professionals between the ages of 20 to 40—a group that typically does not prioritize retirement planning but is highly active on social media and engaged with digital trends.
To bring this vision to life, Fugumobile developed a multi-dimensional strategy anchored on two pillars: AI-driven personalization and high-footfall outdoor media.
The centerpiece of the campaign was an AI-powered outdoor activation at Mumbai’s iconic Juhu Beach, a location known for its heavy foot traffic. Participants could scan a QR code displayed on digital billboards, which directed them to a microsite. Here, they could upload a selfie and select what they aspired to become post-retirement—be it a chef, traveler, artist, or something entirely unique.
The magic happened behind the scenes: AI technologies, including face swap, image generation, and aging filters, transformed participants’ faces in real-time. Their “future selves,” visualized in their chosen retirement avatar, were then displayed live on the same digital billboards, offering an unexpected and delightful surprise.
Once their aged transformation was created, participants could download and share their personalized images across their social media platforms, driving organic amplification. By blending technology with user-generated content, ABSLI tapped into users’ social behaviors, encouraging shares that sparked conversations about retirement in a lighthearted and creative way.
The #BoodheHokeKyaBanoge campaign stands out for its bold integration of AI technology into outdoor advertising, creating a hybrid of physical and digital engagement rarely seen in India’s insurance sector. The campaign’s AI engine was capable of:
This created a direct emotional connection with the audience, as they could immediately visualize their future selves living out their dreams.
The campaign achieved remarkable success both online and offline.
Over 75% of QR code scans resulted in participants generating their personalized images.
Between 15-20% of users shared their aged avatars on social media, amplifying the campaign’s organic reach.
The campaign gained significant media attention, with positive coverage highlighting how the blend of AI and DOOH set a new benchmark for innovation in the insurance advertising space.
The brilliance of #BoodheHokeKyaBanoge lies in its ability to simplify a complex financial decision—retirement planning—into a highly relatable and fun digital experience. By transforming what could have been a dry educational initiative into a personal storytelling moment, ABSLI not only enhanced brand recall but also repositioned life insurance as a proactive and aspirational choice.
The brilliance of #BoodheHokeKyaBanoge lies in its ability to simplify a complex financial decision—retirement planning—into a highly relatable and fun digital experience. By transforming what could have been a dry educational initiative into a personal storytelling moment, ABSLI not only enhanced brand recall but also repositioned life insurance as a proactive and aspirational choice.
The #BoodheHokeKyaBanoge campaign by ABSLI and executed by Fugumobile is a benchmark in integrating AI technology with digital outdoor advertising, creating personalized and engaging user experiences that have redefined public interactions with life insurance advertising.
