Softlogic Life launches Sri Lanka’s first-ever TV commercial powered by AI, featuring all-time music legends

Sri Lanka’s 2nd largest life insurer Softlogic Life launched Sri Lanka’s first artificial intelligence (AI) TV commercial, recreating four of the most iconic music legends of the country; H.R.Jothipala, Milton Mallawarachchi, Clarence Wijewardena and Sunil Perera using “deepfake” technology. The creative campaign, which shows the four artists performing Softlogic Life’s iconic ‘Leda Leda’ tune, is currently making waves across Sri Lanka.

Brands across the globe have recognised the potential of deepfake technology—an AI-based technique that synthesizes media—to create engaging and immersive experiences for their audiences. In such a context, Softlogic Life, who has been known to disrupt with consistent innovations such as introducing health insurance to the life insurance industry, initiating one-day claim payments, launching “Leda leda” a positive means of insurance marketing vs. the usual fear mongering methods and much more – has once again taken a bold step to use the latest in technology. The Company which has achieved a 5year growth rate of 25% versus market growth of 14% has risen to becoming market 2nd from number 5 in just 5 years, reaching the LKR 23 Bn GWP mark by end 2022. The Company has proven that this innovation led approach is indeed successful. As the first company in Sri Lanka to produce a deepfake commercial, Softlogic Life wishes to inspire other brands in the country to also explore the possibilities of this technology in their marketing strategies but do so with meticulous adherence to legal and ethical requirements.