The campaign is an extension of Ageas Federal’s overarching brand philosophy of #FutureFearless Ageas Federal Life Insurance, one of India’s most trusted private life insurance companies, today announced the launch of its new campaign - #BasEkCall. The campaign launches with a film featuring its Brand Ambassador, Sachin Tendulkar which encourages individuals to connect with each other during these emotionally draining, tough times during the COVID-19 pandemic. Anxiety. Loneliness. Depression. Some of the lesser known yet equally painful side-effects of COVID. So many around are struggling with these issues day in, day out. Drawing on his own experience of recovery from COVID-19, Sachin Tendulkar appeals to people to reach out to their friends, family, colleagues and loved ones over a phone call and be a pillar of support to them, even as the pandemic calls for isolation and social distancing. The campaign is an extension of Ageas Federal’s overarching brand philosophy #FutureFearless which seeks to convey a message of positivity, even as the world goes through difficult times. Ageas Federal has tied up with an NGO, ‘EK Saath’ where people can call up on +91-99017 99017 for free doctor consultations, mental wellness sessions and vaccine-related help. With the aim to be accessible to urban as well as rural populations across the country, consultations and services are currently available in six languages - Hindi, English, Marathi, Gujarati, Tamil and Kannada. The #BasEkCall campaign was conceptualized and created in partnership with VMLY&R India. The campaign will run primarily on digital media on the entire gamut of platforms including social media (Facebook, Twitter, Instagram, LinkedIn, YouTube and ShareChat), OTT platforms, GDN (Google Display Network), English and vernacular news portals, sports portals, influencer pages, programmatic advertising, and mobile notifications. Commenting on the thought behind the campaign, Mr. Karthik Raman, Chief Marketing Officer & Head - Products, Ageas Federal Life Insurance said, “We have been in lockdown for over a year-and-a-half due to the COVID-19 pandemic. While many of us have been physically affected by the virus, others have struggled to cope with the loss, isolation, loneliness, anxiety and uncertainty brought on by the pandemic. Through our campaign, #BasEkCall spearheaded by our Brand Ambassador, Sachin Tendulkar, we want to remind people that they are not in this alone. By simply picking up the phone and calling your loved ones, we can rebuild the bridges of strength, courage and togetherness, and look to the future with hope and optimism.” Mr. Anil Nair, CEO - VMLY&R, adds "The pandemic has changed everything, and the past year has been trying for everyone, both physically and mentally. With this campaign, we wanted to convey that #BasEkCall is all it takes to make a difference and be there for someone you truly care for. It was an honor to partner with Ageas Federal Life Insurance in conceptualizing this campaign and show that reaching out to your loved ones or certified professionals goes a long way in fighting the feelings of loss, despair and loneliness.”