In an unprecedented move in the insurance industry, Softlogic Life Insurance PLC, the most rapidly expanding life insurer in Sri Lanka, has embraced the transformative potential of deepfake technology. This revolutionary step has allowed them to resurrect four beloved music icons – H.R. Jothipala, Milton Mallawarachchi, Clarence Wijewardena, and Sunil Perera – to deliver a poignant message about the vital importance of life insurance, especially during these uncertain times.
Softlogic Life has recently made waves with the launch of the first-ever artificial intelligence (AI) enabled television commercial in Sri Lanka. This pioneering commercial leverages the power of nostalgia by featuring these legendary musicians, long cherished in the hearts of Sri Lankans of all ages. The innovative use of AI and deep fake technology cannily recreates the lifelike personas of these icons, offering a unique and resonating platform to enhance the significance and relevance of life insurance.
Iftikar Ahamed, Managing Director at Softlogic Life, highlighted the broader implications of the commercial. “We are acutely aware of the pivotal role of life insurance in ensuring financial security for individuals and their families, especially in these uncertain times,” he explains.
Always a brand at the forefront of encouraging individuals to chase their dreams and passions, Softlogic Life has responded creatively to the current economic conditions that pose significant challenges. They sought inspiration from the iconic quartet, each of whom always pursued their passions in life relentlessly, their indomitable spirits undeterred by the obstacles they encountered.
The result is an impactful campaign that, powered by AI and deepfake technology, resurrects these legends to deliver a powerful message. Furthermore, the campaign emphasizes the crucial role that life insurance plays in providing financial stability during challenging times, making it easier for individuals to navigate through uncertainty. “This commercial not only underscores our commitment to pushing the envelope on innovation and technology adoption but also carries a profound message we hope our viewers can appreciate and internalize about the importance of life insurance,” Ahamed says.
Recognizing the immense potential of deep fake technology to create engaging and immersive experiences for audiences, Softlogic Life chose to leverage it as part of its dedication to continue disrupting the insurance industry. This commitment to embracing the latest technologies to connect with their customers is a hallmark of the brand. Over the years, Softlogic Life has consistently designed and unveiled various innovative solutions to provide a unique and superior customer experience. Notable among these initiatives is the game-changing one-day claims settlement process, which ensures customer claims within 24 hours, and the implementation of a swift customer discharge process for hassle-free and convenient experiences.
The legends featured in the commercial deliver a potent message about the importance of financial stability, which life or health insurance can provide. Amid escalating inflation in the healthcare and pharmaceutical sectors, Softlogic Life aims to offer families the best possible plans to maintain their quality of life during unforeseen events. By boldly taking on the challenge of being the first company in Sri Lanka to produce a deep fake commercial, Softlogic Life made sure to abide by stringent ethical standards and respectful use of this technology
“Our undertaking of this unique project required immense care and respect, as we were dealing with revered national icons,” explains Kavi Rajapaksha, Chief Marketing Officer at Softlogic Life. “Despite the absence of specific AI-related laws, we endeavoured to pay fitting tribute to these four legends. In doing so, we consulted extensively with each of their families to gain insights and receive feedback. We are deeply grateful for the active participation of these families. They generously provided high-quality photographs and costume references, helping us to recreate accurate portrayals of the beloved musicians. I must also thank our amazing agency partners for their contributions, starting with Mullen Lowe and Mullen Lowe Tech for both ideating this and bringing it to life, along with our other partners ThirdShift Media, Digibrush Productions, New Media Solutions and Adfactors Public Relations.”
This commercial signifies a pivotal moment not just for Softlogic Life but the entire advertising industry, says Dilshara Jayamanna, Group Chief Creative Officer at MullenLowe Sri Lanka. “The collaboration between MullenLowe and Softlogic Life has consistently strived to break the mould and challenge the status quo, harnessing cutting-edge technology coupled with imaginative creativity.” Dr Sohan Dharmarajah, Director of MarTech at LoweTech Sri Lanka, shared insights into the project, explaining how the venture required an extensive research process, concept development, and training in executing the deepfake algorithms during post-production. “We invested over 200 hours of computational time for the final 30-second commercial, pushing the boundaries of traditional advertising and paving new pathways for creative expression.”
The innovative approach to marketing and business at Softlogic Life has borne fruit. The company has achieved a remarkable 5-year growth rate of 25%, surpassing the market made sure to abide by stringent ethical standards and respectful use of this technology. “Our undertaking of this unique project required immense care and respect, as we were dealing with revered national icons,” explains Kavi Rajapaksha, Chief Marketing Officer at Softlogic Life. “Despite the absence of specific AI-related laws, we endeavoured to pay fitting tribute to these four legends. In doing so, we consulted extensively with each of their families to gain insights and receive feedback. We are deeply grateful for the active participation of these families. They generously provided high-quality photographs and costume references, helping us to recreate accurate portrayals of the beloved musicians. I must also thank our amazing agency partners growth rate of 14%. This innovative approach has propelled Softlogic Life from the 5th position to the 2nd largest life insurer in Sri Lanka within just five years. They have protected over 1.3 billion lives, and every one in three new policies in the market is theirs. These triumphs demonstrate the success of Softlogic Life and its innovation-led approach and unwavering commitment to serving its customers better.
Looking towards the future, Softlogic Life is hopeful other brands will explore the possibilities of deep fake technology stressing the importance of adhering strictly to legal and ethical requirements to create engaging and meaningful experiences for their audiences.