In a bold move to reshape the conversation around life insurance, Aditya Birla Sun Life Insurance (ABSLI) has rolled out its latest brand campaign, #YeAkelaHiKaafiHai, featuring actor and filmmaker Farhan Akhtar. The campaign introduces ABSLI’s newly launched Super Term Plan, designed as a one-stop solution for comprehensive financial protection.
Moving beyond traditional insurance messaging, the campaign leans into relatability, humour, and simplicity – with Farhan Akhtar bringing a charismatic edge to three digital films that spotlight the product’s core benefits. Whether it’s cracking jokes on a movie set, at a railway station, or during light-hearted banter, Farhan drives home one key message: one policy can be enough when it’s thoughtfully designed.
The Super Term Plan offers a blend of life cover, critical illness protection, health services, and income security – all within a single policy. Customers can choose from flexible options such as Level Cover, Increasing Cover, or Return of Premium, along with milestone-based enhancements and varied claim payout choices.
“Today’s policyholders want more than just life insurance – they want adaptability, value, and peace of mind,” said Kamlesh Rao, MD & CEO, ABSLI. “The Super Term Plan reflects this shift by bringing together multiple protections under one streamlined plan.”
What sets this plan apart are features like instant claims processing, the ability to miss up to 12 premiums without losing coverage, and built-in health support – making it a future-ready solution for modern Indians.
