Tata AIA Life Uses AI To Add A Quirky Twist to International Father’s Day

This Father’s Day, Tata AIA Life Insurance (Tata AIA), one of India’s leading Life Insurance Companies, introduced a unique Father’s Day campaign urging users to share the common phrases they often hear from their dads, via Instagram & Facebook comments.  The campaign then used AI (Artificial Intelligence) to create a series of quirky posts that combined catchy visuals to the comments received.

The campaign was built on the insight that Indian dads are known for constantly schooling their children with frequent jibes and timeless anecdotes. To subtly hint at what's coming up, the brand used the classic phrase "10KM paidal jaata tha" as a hook to create curiosity in the days leading up to the campaign. The next step was to open up the comments section to the audience and turn some of the funny remarks into visually descriptive, creative prompts. These were then fed to an AI-based tool that churned out impressive, exaggerated imagery, bringing these "Desi dad" dialogues to life.

While the rest of the campaign revolved around quotes associated with Indian fathers, the final leg ended on a sweet note portraying dads as the ultimate protectors, who have their own unique, often silent way of showing love. This was captured in the form of a video that was shared on Father’s Day, emphasising dads' love and protection for their kids, and tying back to Tata AIA's core messaging and proposition.

Girish J Kalra, CMO, Tata AIA Life Insurance, states “Indian fathers are known to express their love in unconventional ways, often through harmless taunts aimed at urging their adolescent children to be more responsible. But the underlying intent is always to secure their child's future and safeguard them no matter what curveball life throws at them. This Fathers’ Day, we at Tata AIA Life, wanted to bring out this emotion and honour their timeless lessons by adding a visual touch to these trademark quotes, leveraging AI. My congratulations go out to our team at Tata AIA Life and our Creative and Digital agency, for executing this remarkable campaign!”

On conceptualising this AI-driven campaign, Avanthika Ravichandran, Group Account Head of Copy and Content at Admatazz had this to say: “With everyone hailing AI-based image creation as the next big thing, we wanted to explore its scope in bringing words to life, like never before.  And we saw Father's Day as the perfect opportunity to blend sentiments we've been familiar with for the past few decades, with imagery that looks straight out of the future!”