TLDR: Aditya Birla Sun Life Insurance (ABSLI) has launched its new Super Term Plan with a digital-first campaign titled #YeAkelaHiKaafiHai, featuring actor Farhan Akhtar. The campaign highlights the plan’s comprehensive protection for life, health, and income through a series of digital ad films.
Aditya Birla Sun Life Insurance Company Limited (“ABSLI”), the life insurance subsidiary of Aditya Birla Capital, India’s leading diversified financial services company, has launched its latest product campaign titled #YeAkelaHiKaafiHai, spotlighting the all-new Super Term Plan by ABSLI.
At the heart of this digital-first campaign is Farhan Akhtar – the acclaimed actor, director, and musician – who perfectly embodies the essence of a multi-faceted personality. As the protagonist, Farhan brings alive the core proposition of the Super Term Plan: a single, powerful product that offers comprehensive protection for life, health, and income. #YeAkelaHiKaafiHai.
Mr Kamlesh Rao, MD & CEO, Aditya Birla Sun Life Insurance Company Limited said, “Insurance is no longer optional – it’s a necessity. Today’s customers seek more than just life cover; they want a single plan that protects their health, secures their income, and prepares them for life’s uncertainties. The Super Term Plan delivers exactly that – life cover, critical illness protection, health services, and income security, all in one. With this plan, we aim to empower individuals to make confident, informed choices with a solution that truly does it all.”#YehAkelaHiKaafiHai.”
The campaign comprises three digital ad films, each creatively exploring a key benefit of the Super Term Plan through slice-of-life moments and Farhan’s signature charm. The films have been launched across digital platforms, YouTube, and will be further amplified later across different mediums.
The ABSLI Super Term Plan is built for today’s evolving protection needs, offering life cover, critical illness benefits, health services, and income security in one powerful solution. Customers can choose from three plan options: Level Cover, Increasing Cover, and Level Cover with Return of Premium. It also includes built-in Health Management Services & Enhanced Life Stage Protection for key milestones like marriage or childbirth, and the flexibility to receive death benefits as a lump sum, monthly income, or both.
With features like Instant Claim Pay-out and Cover Continuance Benefit, which keeps protection intact even after missing premiums, the Super Term Plan goes beyond traditional insurance.
